Analisa Pengaruh User Review Terhadap Brand Image Dan Brand Positioning Dengan Menggunakan Text Mining Pada Brand Smartphone Di Indonesia

Yusvianty, Riedha Sabila Ardian (2023) Analisa Pengaruh User Review Terhadap Brand Image Dan Brand Positioning Dengan Menggunakan Text Mining Pada Brand Smartphone Di Indonesia. Other thesis, Institut Teknologi Sepuluh Nopember.

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Abstract

Munculnya berbagai merek smartphone di Indonesia membuat perebutan pasar smartphone di Indonesia kian kompetitif seiring berjalannya waktu. Di Indonesia sendiri, persentase pengguna smartphone cenderung meningkat dalam satu dekade. Setiap perusahaan smartphone di Indonesia mencari cara supaya bisa memiliki brand image dan brand positioning yang baik untuk memperkuat pangsa pasar di Indonesia. Salah satu dasar dalam menentukan brand image dan brand positioning dapat ditinjau oleh perusahaan berdasarkan user review, khususnya dalam penelitian ini merupakan proffessional reviewer dan pemerhati smartphone, yang dituliskan dalam artikel website nasional. Seperti yang diketahui, tren digitalisasi kini juga berimbas pada banyaknya data berupa teks. Dengan banyaknya data teks yang dapat ditemui, penggunaan metode text mining pada penelitian ini merupakan cara yang tepat untuk bisa mengetahui brand image dan brand positioning pada 6 brand smartphone yang memiliki market share tertinggi di Indonesia yakni Apple, Oppo, Realme, Samsung, Vivo, dan Xiaomi. Penelitian ini menggunakan metode text mining dengan pendekatan komparasi antara metode LDA (Latent Dirichlet Allocation) dan lexicon-based method yakni dengan menggunakan Linguistic Inquiry and Word Count (LIWC) untuk mengidentifikasi brand image dan brand positioning dari brand dan series smartphone di Indonesia. Penelitian ini menggunakan bantuan 3 tools yakni LIWC, IBM SPSS Statistic, dan Rstudio. Dari penelitian ini ditemukan bahwa brand image dan brand positioning yang tercipta keduanya cukup selaras untuk masing-masing brand dan series smartphone. Selain itu, Apple memiliki nilai pembeda yang cukup signifikan dibanding brand dan series lain sehingga cenderung untuk memisahkan diri dari brand-brand lainnya.
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The emergence of various smartphone brands in Indonesia has made the struggle for the smartphone market in Indonesia increasingly competitive over time. In Indonesia, the percentage of smartphone users is getting higher. Every smartphone company in Indonesia is looking for ways to have a good brand image and brand positioning to strengthen their market share in Indonesia. One of the basics in determining brand image and brand positioning can be reviewed by companies based on user reviews, especially in this study, professional reviewers and smartphone observers, which are written in national website articles. As is well known, the surge in digitization is now also impacting the large amount of data in the form of text. With so much text data that can be found, the use of the text mining method in this study is the right way to find out brand image and brand positioning on 6 smartphone brands that have the highest market share in Indonesia, namely Apple, Oppo, Realme, Samsung, Vivo, and Xiaomi. This study uses the text mining method with a comparative approach between the LDA (Latent Dirichlet Allocation) method and the lexicon-based method, namely by using Linguistic Inquiry and Word Count (LIWC) to identify the brand image and brand positioning of smartphone brands and series in Indonesia. This research uses the help of 3 tools namely LIWC, IBM SPSS Statistics, and Rstudio. From this study it was found that the brand image and brand positioning created by both were quite aligned for each smartphone brand and series. In addition, Apple has a significant differentiating value compared to other brands and series, so it tends to separate itself from other brands.

Item Type:	Thesis (Other)
Uncontrolled Keywords:	brand image, brand positioning, text mining, smartphone
Subjects:	H Social Sciences > HB Economic Theory > HB801 Consumer behavior. H Social Sciences > HC Economic History and Conditions > HC108 Market surveys. H Social Sciences > HF Commerce H Social Sciences > HF Commerce > HF54.54 Electronic information resources. Digital libraries H Social Sciences > HF Commerce > HF5415.1265 Internet marketing. H Social Sciences > HF Commerce > HF5415.15 Branding (Marketing) H Social Sciences > HF Commerce > HF5415.32 Consumers' preferences H Social Sciences > HF Commerce > HF5415.335 Consumer satisfaction H Social Sciences > HF Commerce > HF5415.52 Consumer complaints. Complaint letters H Social Sciences > HF Commerce > HF5548.34 Mobile commerce. H Social Sciences > HF Commerce > HF5549.5.P35 Performance standards
Divisions:	Faculty of Creative Design and Digital Business (CREABIZ) > Business Management > 61205-(S1) Undergraduate Thesis
Depositing User:	Riedha Sabila Ardian Yusvianty
Date Deposited:	01 Feb 2023 02:18
Last Modified:	01 Feb 2023 02:18
URI:	http://repository.its.ac.id/id/eprint/95930

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