BISIKAN DARI BALIK LAYAR: NETNOGRAFI STRATEGI BISNIS BERORIENTASI PASAR

Edi Purwanto, John J.O.I. Ihalauw
2017 Journal of Business & Applied Management  
<p>Netnography is an interpretative approach to study consumer behavior from different cultures and<br />communities in the cyberspace or Internet. The approach was also called as a "digital ethnography"<br />or "virtual ethnography". As a marketing research technique, "netnography" uses the information<br />sources published in the online forums. This research uses the reviews on zomato.com as a source of<br />data to assess the market orientation development in business practice, especially
more » ... Restaurant X.<br />The result of netnography analysis indicates that customer orientation, competitor orientation, interfunctional<br />coordination and long-term focus are the dimensions of market orientation and should be<br />developed for customer satisfaction and loyalty leading forward to the business performance.</p>
doi:10.30813/jbam.v9i2.862 fatcat:j6z5wormrje2xhhirqhuglaix4