Dhika Amalia Kurniawan, DAK (2018) Apakah Word Of Mouth Terjadi Pada Alumni Pondok Modern Darussalam Gontor? FORUM MANAJEMEN INDONESIA. ISSN 978-602-53291-0-4

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Abstract

This study aims to analyze whether word of mouth (WOM) occurs in alumni of Pondok Modern Darussalam Gontor (PMDG) ? This study adopted qualitative descriptive approach. The data was collected by conducting interview with participants, which are the alumni of PMDG in the Ikatan Keluarga Pondok Modern ‘’IKPM’’ (union of modern Islamic boarding school alumni). This study shows that there are anomalies of research results about Pondok Modern Darussalam Gontor. Circumstances that occur in the field state that the alumni do not actively do word of mouth and are not directly related to WOM to other people / community, but the alumni are involved in discussions about Pondok Gontor because of the interaction when alumni contribute to the community. In addition Pondok Gontor did not promote in various media and also did not have a promotion team and did not give a mandate to alumni to do WOM, but Pondok Gontor was able to develop into a large pondok because of its education to alumni so that alumni were able to provide benefits and contributions to the community.

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