Social Network Analysis About Brand Awareness of Shopee Indonesia on Twitter
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Keywords:
Brand Awareness, Twitter, Social Network Analysis, E-commerce, Shopee
Abstract
Brand recognition and brand memory are two crucial elements in brand awareness. Shopee Indonesia is one of the e-commerce in Indonesia, which is quite active on Twitter social media. This study analyzes social networks about brand awareness on Twitter through the hashtag #ShopeeID. In addition, I also want to enrich research on social network analysis in e-commerce in Indonesia. This study uses the concept of brand awareness, social media Twitter, and Social Network Analysis (SNA). The SNA research method uses the Netlytic and Gephi applications. Data collection was taken from 23-30 May 2022 for later analysis. The results showed that using hashtags in status uploads on social media could build brand awareness. The hashtag #ShopeeID can create consumer awareness of a brand as one of the e-commerce companies in Indonesia. This awareness is formed through the frequent and repeated use of hashtags by both Shopee and consumers. Shopee, a key player in disseminating information, uses Twitter as a medium to provide information through promos and giveaways. This research has implications for how e-commerce companies use hashtags in social media to create brand awareness. Businesses should pay more attention to using specific hashtags that reflect the brand than the business. When consumers can recognize a brand, that's where brand awareness is achieved.
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Prajana, A. M., Syafikarani, A., & Nastiti, N. E. (2021). Pemanfaatan video streaming sebagai media pemasaran pada fitur Shopee Live. https://ojs.unm.ac.id/tanra/article/view/22651
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Setatama, M. S., & Tricahyono, D. (2017). Implementasi Social Network Analysis pada Penyebaran Country Branding “Wonderful Indonesia.” Indonesia Journal on Computing (Indo-JC), 2(2 SE-Computer Science), 91–104. https://doi.org/10.21108/INDOJC.2017.2.2.183
Srinanda, D., Sisilia, K., & Perangingangin, Y. (2020). Analisis promosi penjualan Gopay dengan metode social network analysis di media sosial Twitter. Journal of Applied Business Administration.
Alamsyah, A., Putri, F., & Sharif, O. O. (2014). Social network modeling approach for brand awareness. 2014 2nd International Conference on Information and Communication Technology (ICoICT), 448–453. https://doi.org/10.1109/ICoICT.2014.6914104
Anestha, P., & Fatoni, A. (2020). Analisis Jaringan Komunikasi Percakapan #tetapdukungpsbb di Twitter Pada penerapan PSBB Kedua DKI Jakarta. Jurnal Spektrum Komunikasi, 8.
Annur, C. M. (2022). Pengguna Twitter Indonesia Masuk Daftar Terbanyak di Dunia, Urutan Berapa? https://databoks.katadata.co.id/
Bilgin, Y. (2018). THE EFFECT OF SOCIAL MEDIA MARKETING ACTIVITIES ON BRAND AWARENESS, BRAND IMAGE AND BRAND LOYALTY. Business & Management Studies: An International Journal, 6(1 SE-Articles), 128–148. https://doi.org/10.15295/bmij.v6i1.229
Bratawisnu, M. K., & Alamsyah, A. (2018). Social Network Analysis Untuk Analisa Interaksi User Dimedia Sosial Mengenai Bisnis E-commerce (Studi Kasus: Lazada, Tokopedia Dan Elevenia). Almana, 2(2), 107–115.
Bruns, A., & Burgess, J. (2012). Researching News Discussion on Twitter. Journalism Studies, 13. https://doi.org/10.1080/1461670X.2012.664428
Carolan, B. (2014). Social Network Analysis and Education: Theory, Methods & Applications. https://doi.org/10.4135/9781452270104
Cordelia, M. L., Saputra, N. Y. A., & Nopiana, M. (2022). Analisis Perubahan Perilaku Konsumen e-Commerce Shopee Pada Masa Pandemi Covid-19 (Studi pada Konsumen e_Commerce Shopee di Kota Karawang). Journal of Management. https://doi.org/https://doi.org/10.2568/yum.v5i1.1602
Creswell, J. W. (2014). Research Design. Qualitative, Quantitive and Mixed Methods Approaches 4th Edition. SAGE Publications.
Eriyanto. (2014). Analisis Jariangan Komunikasi : Strategi Baru dalam Penelitian Komunikasi dan Ilmu Sosial Lainnya (Cet. 1). Jakarta: Kencana.
Eriyanto. (2019). Hashtags and Digital Movement of Opinion Mobilization: A Social Network Analysis/SNA Study on #BubarkanKPAI vs #KamiBersamaKPAI Hashtags. Komunikasi Indonesia, VIII(3).
Fauziah, E., Handayani, P. W., & Munajat, Q. (2018). The Implementation of Internet Memes to Build Brand Awareness of E-Commerce in Indonesia. 2018 International Conference on Computing, Engineering, and Design (ICCED), 164–169. https://doi.org/10.1109/ICCED.2018.00040
Gruzd, A. A., Mai, P., & Kampen, A. (2016). A How-to for Using Netlytic to collect and Analyze Social Media Data: A Case Study of the Use of Twitter During the 2014 Euromaidan Revolution in Ukraine.
Harder, A., Howard, V., & Sedo, D. R. (2015). Creating cohesive community through shared reading: A case study of One Book Nova Scotia. Partnership: The Canadian Journal of Library and Information Practice and Research, 10(1).
Husnusyifa, A. (2019). Pengaruh Penggunaan Media Sosial Twitter Terhadap Sikap Fanatisme Penggemar (Studi Pada Media Sosial Twitter @BTOBIndonesia Terhadap Sikap Fanatisme Penggemar). Humaniora.
Keller, K. L. (2013). Strategic brand management : building, measuring, and managing brand equity. Pearson.
Kriyantono, R. (2016). Teknik Praktis Riset Komunikasi: Disertai Contoh Praktis Riset Media, Public Relations, Advertising, Komunikasi Organisasi, Komunikasi Pemasaran. Kencana.
Luo, T., Chen, S., Xu, G., & Zhou, J. (2013). Trust-based Collective View Prediction. https://doi.org/10.1007/978-1-4614-7202-5
Mangiò, F., Pedeliento, G., & Andreini, D. (2021). Branding Rhetoric in Times of a Global Pandemic: A Text-Mining Analysis. Journal of Advertising, 50(3), 240–252. https://doi.org/10.1080/00913367.2021.1927912
Manik, Y. M. (2018). Analisis pemangku kepentingan dan peranannya dalam pemanfaatan informasi geospasial di pemerintah daerah menggunakan metode social network analysis. Seminar Nasional Geomatika, 2, 409. https://doi.org/10.24895/SNG.2017.2-0.436
Pappas, I., Mikalef, P., Dwivedi, Y., Jaccheri, L., Krogstie, J., & Mäntymäki, M. (2019). Digital Transformation for a Sustainable Society in the 21st Century. https://doi.org/10.1007/978-3-030-29374-1
Prajana, A. M., Syafikarani, A., & Nastiti, N. E. (2021). Pemanfaatan video streaming sebagai media pemasaran pada fitur Shopee Live. https://ojs.unm.ac.id/tanra/article/view/22651
Putri, R. A., & Devita, V. D. (2021). Report: Peta Persaingan E-commerce Q3 2021. https://iprice.co.id/trend/insights/report-peta-persaingan-e-commerce-q3-2021/
Rakhman, F. R., Ramadhani, R. W., & Kuncoroyakti, Y. A. (2021). Analisis sentimen dan opini digital kampanye 3M di masa Covid-19 melalui media sosial Twitter. Jurnal Ilmiah Ilmu Komunikasi.
Setatama, M. S., & Tricahyono, D. (2017). Implementasi Social Network Analysis pada Penyebaran Country Branding “Wonderful Indonesia.” Indonesia Journal on Computing (Indo-JC), 2(2 SE-Computer Science), 91–104. https://doi.org/10.21108/INDOJC.2017.2.2.183
Srinanda, D., Sisilia, K., & Perangingangin, Y. (2020). Analisis promosi penjualan Gopay dengan metode social network analysis di media sosial Twitter. Journal of Applied Business Administration.
Published
2022-12-14
How to Cite
Rumapea, S. Y. P., Pasandaran, C., & Juliadi, R. (2022). Social Network Analysis About Brand Awareness of Shopee Indonesia on Twitter . Jurnal Komunikasi Profesional, 6(5), 516 - 533. https://doi.org/10.25139/jkp.v6i5.5190
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