Analysis of the Credibility of Utilizing Brand Ambassador to Compete Between Shopee and Tokopedia Using Social Network Analysis on Twitter
Analisis Kredibilitas Pemanfaatan Brand Ambassador Guna Bersaing Antar Shopee dan Tokopedia Menggunakan Social Network Analysis pada Twitter
DOI:
https://doi.org/10.21070/ups.2648Keywords:
Brand Ambassador, Kredibilitas, Market Place, Social Network AnalysisAbstract
The online market development in Indonesia is increasingly widespread, such as Shopee and Tokopedia, which compete in Indonesia. Brand ambassadors can have a passion for brands and are considered capable of influencing or inviting consumers to buy or use a product or service. This study uses the Social Network Analysis method to determine differences in social interaction between brand ambassadors between Shopee and Tokopedia. This type of research uses a qualitative approach using the Social Network Analysis (SNA) method. The results obtained from SNA are big data. After visualizing the data, the research results show a lot of interaction between Twitter users who talk about the brand ambassadors of Blackpink, Straykids at Shopee, and BTS at Tokopedia. Tokopedia "Bts" is the most talked about among the three contents. This makes this marketplace widely known to the public.
Downloads
References
I. Fauziah,M, “Strategi Brand Ambassador Online Shop ‘ Shoppee’ Dalam Meningkatkan Penjualan,” J. Bus. Stud., Vol. 05, No. 2, Pp. 1–26, 2020.
R. K. Wardani And Sukaris, “The Effect Of Advertising, Celebrity Endorser, And Brand Awareness On Purchase Decision,” J. Univ. Muhammadiyah Gresik Eng. Soc. Sci. Heal. Int. Conf., Vol. 1, No. 2, Pp. 836–842, 2021.
I. R. Puspita, A. Fadillah, And Y. Taqyudin, “Tinjauan Atas Keputusan Pembelian Pada Marketplace Shopee,” J. Apl. Bisnis Kesatuan, Vol. 2, No. 1, Pp. 67–74, 2022, Doi: 10.37641/Jabkes.V2i1.1358.
M. P. Dameria Esterlina Br Jabat, Lennaria L. Tarigan, Megaria Purba, “Pemanfaatan Platform E-Commerce Melalui Marketplace Sebagai Upaya Peningkatan Penjualan,” Skylandsea Prof. J. Ekon. Bisnis Dan Teknol., Vol. 2, No. 2, Pp. 16–21, 2022, [Online]. Available: Https://Jurnal.Yappsu.Org/Index.Php/Skylandsea/Article/View/85
A. Dan K. A. U. Wulandari, “Analisis Manajemen Pemasaran Pada Aplikasi Shopee Dan Tokopedia,” Transekonomika – Akunt. Bisnis Dan Keuang., Vol. 3, 2021.
D. A. Probosini, N. Hidayat, And M. Yusuf, “Pengaruh Promosi Dan Brand Ambassador Terhadap Keputusan Pembelian Pengguna Market Place X Dengan Brand Image Sebagai Variabel Intervening,” J. Bisnis , Manajemen, Dan Keuang., Vol. 2, No. 2, Pp. 445–458, 2021.
M. Aini, “Efektivitas Selebriti Dalam Menarik Minat Konsumen Pada Iklan Shopee (Studi Kasus Pada Mahasiswa Ilmu Komunikasi Uniska Banjarbaru),” 2020.
I. G. Ayu, A. Yulia, And N. W. Ekawati, “The Role Of Brand Image Mediates The Influence Of Credibility Of Celebrity Endorser And Ewom On Customer Loyalty In Shopping At The Shopee Marketplace,” Vol. 8, No. 1, Pp. 13–22, 2021, Doi: 10.14445/23939125/Ijems-V8i1p102.
S. Brestilliani, L., & Suhermin, “Pengaruh Brand Awareness, Brand Ambassador, Dan Harga Terhadap Keputusan Pembelian Online Pada Marketplace Shopee (Studi Pada Mahasiswa Stiesia),” J. Ilmu Dan Ris. Manaj., Vol. 9, No. 2, Pp. 1–19, 2020.
A. Elvina, N. Nugroho, F. A. M. Hutabarat, I. Ivone, And E. S. Ciamas, “Pengaruh Brand Ambassador Terhadap Keputusan Pembeli (Di Platform E-Commerce Shopee Dan Tokopedia),” Ekon. Keuangan, Investasi Dan Syariah, Vol. 3, No. 1, Pp. 12–16, 2021, Doi: 10.47065/Ekuitas.V3i1.1021.
G. N. S. Putri, D. Ispriyanti, And T. Widiharih, “Implementasi Algoritma Fuzzy C-Means Dan Fuzzy Possibilistics C-Means Untuk Klasterisasi Data Tweets Pada Akun Twitter Tokopedia,” J. Gaussian, Vol. 11, No. 1, Pp. 86–98, 2022, Doi: 10.14710/J.Gauss.V11i1.33996.
B. & A. Alamsyah, “Social Network Analysis Untuk Analisa Interaksi User Dimedia Sosial Mengenai Bisnis E-Commerce,” J. Manaj. Dan Bisnis, Vol. 2, No. 2, Pp. 107–115, 2018.
A. M. Bhara And A. R. Syahida, “Pengaruh Iklan Shopee Blackpink Sebagai Brand Ambassador Terhadap Minat Belanja Online Mahasiswa,” Jisip J. Ilmu Sos. Dan Ilmu Polit., Vol. 8, No. 4, P. Hlm. 288-296, 2019.
N. Faradasya, Cantika Indah., Trianasari, “Pengaruh Brand Ambassador Kpop Stray Kids Dan Brand Image Terhadap Keputusan Pembelian,” E-Proceeding Manag., Vol. 8 (2), No. 2, Pp. 865–873, 2021.
F. Sanjaya, “Pengaruh Harga , Kualitas Pelayanan , Dan Bts Sebagai Brand Ambassador Terhadap Keputusan Pembelian Pada Marketplace Tokopedia,” Pros. Ekon. Dan Bisnis, Vol. 3, No. 1, Pp. 2–6, 2023.
M. Syaharani, Y. Salsabila, And D. Claretta, “Ikatan Sosiologi Indonesia Malang Raya Dan Sekitarnya Kredibilitas Blackpink Sebagai Brand Ambassador Terhadap Citra Shopee,” J. Socia Log., Vol. 1, No. 2, Pp. 2961–7529, 2022.
F. David And S. Naning, “Pengaruh Brand Ambassador Bts Terhadap Minat Beli Warga Taman Duta Di E-Commerce Tokopedia (Survey Pada Pengguna Tokopedia Di Perumahan Taman Duta),” J. Mhs. Inst. Teknol. Dan Bisnis Kalbis, Vol. 8, No. 3, 2022.
Harry Fajar Maulana Dan Hastuti, “Peran Buzzer Politik Dalam Pembentukan Opini Publik Mendukung Anies Baswedan Di Media Sosial Twitter,” Perspekt. Komun. J. Ilmu Komun. Polit. Dan Komun. Bisnis, Vol. 6, No. 1, Pp. 111–122, 2022.
S. W. Rabbani, Alisya Putri, dan Andry Alamsyah, “Analisa Interaksi User Di Media Sosial Mengenai Industri Fintech Menggunakan Social Network Analysis (Studi Kasus: Gopay, Ovo Dan Linkaja),” J. Mitra Manaj. (Jmm Online), Vol. 4, No. 3, Pp. 341–351, 2020.
D. Y. Sihombing And Y. Nataliani, “Analisis Interaksi Pengguna Twitter Pada Strategi Pengadaan Barang Menggunakan Social Network Analysis,” Sistemasi, Vol. 10, No. 2, Pp. 434–444, 2021, Doi: 10.32520/Stmsi.V10i2.1289.
W. T. S. Ratu Nadya Wahyuningratna, “Pengaruh Terpaan Berita Petisi Iklan Shopee Versi Blackpink Terhadap Brand Awareness Shopee,” Vol. Xxiii, No. 2, Pp. 201–218, 2019.
C. N. Maulida And A. D. Kamila, “Pengaruh K-Pop Brand Ambassador Terhadap Loyalitas Konsumen (Studi Pada Pengguna Shopee),” E-Journal Kinesik, Vol. 8, No. 2, Pp. 137–145, 2021.
E. A. Frederica And L. S. S. Utami, “Pengaruh Kredibilitas Brand Ambassador Terhadap Citra Perusahaan (Studi Kasus Brand Ambassador Shopee Grup K-Pop Stray Kids),” Kiwari, Vol. 1, No. 1, P. 28, 2022, Doi: 10.24912/Ki.V1i1.15470.
T. P. Naura Kamila Prasetyanti, Wiwid Noor Rakhmad, “Pengaruh Popularitas Bts Sebagai Brand Ambassadortokopedia Dan Brand Associations Terhadap Brand Loyaltypelanggan Tokopedia Kalangan Gen-Z,” Vol. 10, No. 04, 2022.
N. Lailiya, “Pengaruh Brand Ambassador Dan Kepercayaan Terhadap Keputusan Pembelian Di Tokopedia,” Iqtishadequity J. Manaj., Vol. 2, No. 2, Pp. 113–126, 2020, Doi: 10.51804/Iej.V2i2.764.
Downloads
Additional Files
Posted
License
Copyright (c) 2023 UMSIDA Preprints Server
This work is licensed under a Creative Commons Attribution 4.0 International License.
