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Saat ini kegiatan promosi melalui buzz marketing mulai berkembang dengan semakin meningkatnya pengguna internet khususnya social media di Indonesia. Buzz marketing merupakan teknik pemasaran dengan menyampaikan informasi kepada orang lain dan orang tersebut meneruskan kepada orang lain secara berantai. Buzz marketing merupakan suatu teknik pemasaran yang menjembatani terjadinya word of mouth marketing. Penelitian ini menggunakan metode yang berfokus pada pendekatan kualitatif yang dipaparkan dengan desain deskriptif. Penelitian ini dimaksudkan untuk menjelaskan buzz marketing Nasi Goreng Mafia melalui twitter. Data yang digunakan dalam penelitian ini berasal dari hasil wawancara langsung. Pembahasan penelitian difokuskan pada masalah yang sudah dirumuskan dan diidentifikasi melalui lima indikator penelitian dalam menciptakan dan mendorong terjadinya buzz marketing antara lain media, diferensiasi, penyebaran informasi, hasil, dan maintenance. Setelah dianalisis , didapat hasil bahwa Nasi Goreng Mafia menggunakan twitter sebagai media promosi meliputi kegiatan tweet dan re-tweet. Diferensiasi produk Nasi Goreng Mafia adalah menggunakan bumbu rempah dan mempunyai level pedas. Account @NasGorMafia tidak mempunyai waktu khusus untuk menyebarkan informasi melalui twitter. Hasil penggunaan buzz marketing cukup sesuai dengan target. Kegiatan maintenance buzz @NasGorMafia adalah menunjuk agency untuk mengelola kegiatan buzzering. Kata kunci: buzz marketing, media, diferensiasi, penyebaran informasi, nasi goreng mafia Today promotional activities through Buzz Marketing has been developing along the increase of internet users, especially social media, in Indonesia. Buzz Marketing is a marketing technique to convey information to public who will subsequently share it to others, a way that enables the word of mouth marketing. This study used the main methodology that focused on qualitative approach presented in a descriptive method. The purpose of this study is to describe Nasi Goreng Mafia through Buzz Marketing via Twitter. The data in this study were obtained from interviews. The discussion of this study focuses on the issues formulated and identified through 5 research indicators in order to create Buzz Marketing, which are media, differentiation, information dissemination, result and maintenance. Based on the analysis, it was found that Nasi Goreng Mafia uses twitter as a promotional media, including “tweet” and “re-tweet” activities. The differentiation of Nasi Goreng Mafia’s products is based on its spices and levels of spiciness. Although the @NasGorMafia account does not have any specific time to tweet the information on twitter, the result showed that buzz marketing has been effective for reaching its target. The buzz maintenance activity of @NasGorMafia is to appoint agents to manage the buzzering activity. Keywords: buzz marketing, media, differentiation, information dissemination, nasi goreng mafia, maintenance.

FAKTOR BUZZ MARKETING PADA NASI GORENG MAFIA MELALUI MEDIA SOSIAL TWITTER