DOI: https://doi.org/10.14710/interaksi.8.1.18-27

ELECTRONIC WORD OF MOUTH SEBAGAI STRATEGI PUBLIC RELATION DI ERA DIGITAL

*Safira Hasna  -  Pascasarjana Ilmu Komunikasi, Fakultas Ilmu Sosial dan Ilmu Politik, Universitas Indonesia, Indonesia
Irwansyah Irwansyah  -  Pascasarjana Ilmu Komunikasi, Fakultas Ilmu Sosial dan Ilmu Politik, Universitas Indonesia
Open Access Copyright 2019 Interaksi: Jurnal Ilmu Komunikasi under https://creativecommons.org/licenses/by-sa/4.0/.

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Abstract
Tujuan dari penulisan ini adalah untuk mengembangkan dan memberikan pengertian mengenai strategi public relations (PR) di era digital dengan memanfaatkan media sosial yaitu electronic word of mouth. Dengan adanya pergesaran WOM tradisional, yaitu komunikasi dari mulut-ke mulut yang dapat dilakukan secara langsung, menjadikanWOM baru yaitu eWOM dengan menggunakan media sosial dan platform online lainnya secara luas, kapanpun, dan dimanapun. Tulisan ini juga berupaya melihat keakuratan bagaimana eWOM dapat menjangkau khalayaknya secara luas dan memberikan dampak positif bagi organisasi atau perusahaan. Metode penelitian yang digunakan adalah tinjauan literatur, dimana penulis mengumpulkan informasi tentang objek tertentu dari banyak sumber, ditulis dengan baik dan ditambah dengan pendapat penulis. Penulis menemukan bahwa selain eWOM dapat digunakan dalam industri marketing, eWOM juga dapat menjadi salah satu strategi PRdalam mencapai tujuannya yaitu citra dan reputasi yang baik di mata publik. Penelitian ini menemukan bahwa eWOM menjadi salah satu toolskomunikasi yang masih dianggap baru dan terus berkembang. Komunikasi eWOM bukan sekedar pesan yang disampaikan pada banyak orang tetapi suatu praktisi PR juga dapat menciptakan eWOMsendiri dengan menekankan pada kredibilitas sumber, konten / pesan, sehingga tercipta penyebaran pesan yang positif yang berdampak bagi citra dan reputasi perusahaan.
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Keywords: Public Relations, Electronic Word Of Mouth, Social Media
Funding: Pascasarjana Ilmu Komunikasi FISIP UI

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