BISIKAN DARI BALIK LAYAR: NETNOGRAFI STRATEGI BISNIS BERORIENTASI PASAR

Abstract

Netnography is an interpretative approach to study consumer behavior from different cultures and communities in the cyberspace or Internet. The approach was also called as a “digital ethnography” or “virtual ethnography”. As a marketing research technique, “netnography” uses the information sources published in the online forums. This research uses the reviews on zomato.com as a source of data to assess the market orientation development in business practice, especially at Restaurant X. The result of netnography analysis indicates that customer orientation, competitor orientation, interfunctional coordination and long-term focus are the dimensions of market orientation and should be developed for customer satisfaction and loyalty leading forward to the business performance.