Analysis Of Cashback Promotion In The Fintech Industry Among User Interaction
Analisis Promosi Cashback Pada Industri Fintech Antar Interaksi Pengguna
DOI:
https://doi.org/10.21070/ups.2649Keywords:
Cashback Promotion, Financial Technology, User Interaction, Social Network AnalysisAbstract
The development of technology and the ease of use of online-based services have given rise to various forms of breakthroughs in the field of new technology in society. This study aims to find out whether cashback promotions can shape customer engagement in the social customer relationship management network on Gopay, OVO, and LinkAja on Twitter. The data used in this study is secondary data which is tweets containing interactions between Twitter users regarding 3 fintechs in Indonesia, namely Gopay, OVO, and LinkAja. Data analysis used by researchers uses the social network analysis method by calculating and comparing the network properties of cashback promotional content for the three research objects from 2018-2020 and 2020-2022. The results show that cashback promotional content on the Gopay e-wallet in 2020-2022 has better network property performance so that it can form more optimal customer engagement.
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