Indonesia's local brands is in the critical timing for competing with global brand. However, one of advantage of local brands are they know their local culture and consumer better than than global. Local brand has known for their quality from personal recommendation year by year, far before Internet arrived in the world. Trust is one of significant impact for other consumer while deciding brands alternatives. With the Internet, personal recommendation is still important but transformed into electronic word-of-mouth which shares through social media and many other platforms. This research will reveals the implementation word-of-mouth and electronic word-of-mouth in the local brands, especially in Jogja. Using qualitative and digital netnography, this research aims to establish the vary and wide analysis about personal recommendation, though face-to-face and online. At the end of this research, researcher hope to give one more reference about local brands word-of-mouth strategy to create more effective strategic marketing communication.

Keyword: digital, electronic word-of-mouth, local brand, netnography, word-of-mouth