Track: Modeling and Simulation

Abstract

The culinary business is one of the creative businesses rapidly growing in Indonesia. With the high level of competition, every business tries to offer their unique taste, unique and memorable experience. The founder established the food business, namely Dorikan, for potential customers to answer the high level of competition, demanding customers, and various desires and interests of customers. This study conducts with action research approach by applying the Word of Mouth strategy to Dorikan’s business to increase Dorikan’s business performance. The study results show that the word of mouth strategy in social media can increase the percentage of Dorikan's food business performance, such as increasing awareness by 22.2%, conversation by 72.2%, and sales by 28%. This study implies that SMEs can consider the word of mouth strategy that fits their target market's specific characteristics to increase the business performance.