Marketing Strategy of Fast-Food Restaurant in Indonesia: Sosial Network Analysis on Twitter
Strategi Pemasaran Restoran Cepat Saji di Indonesia: Analisis Jaringan Sosial di Twitter
DOI:
https://doi.org/10.21070/ups.2461Keywords:
Social Media, Fast Food Restaurants, Marketing Strategy, TwitterAbstract
Fast food restaurants are a culinary business where competition is quite tight, especially in the Covid-19 era. To face competition between restaurants which is quite close, companies must have many strategies, one of which is related to the promotion strategy. This research is qualitative research using secondary data from Twitter social media. The data will process in several stages, including Normalization, Tokenizing, and Filtering. The result of data processing is visualization. The study results show that the marketing strategy related to promos carried out by Mcdonald's is Free Shipping, while Burger King's is Cashback. While on the menu, Mcdonald's innovates on the ice cream menu, and Burger King innovates on the burger menu. The marketing strategy related to taste at Mcdonald's and Burger King showed that the two restaurants had a delicious taste of the products produced by the two companies on the tongues of consumers.
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