Analisis Sosial Media Twitter Terhadap Kriteria Kepuasan Pelanggan Marketplace Terbesar Di Indonesia

Iqbal, Muhammad (2021) Analisis Sosial Media Twitter Terhadap Kriteria Kepuasan Pelanggan Marketplace Terbesar Di Indonesia. Masters thesis, Institut Teknologi Sepuluh Nopember.

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Abstract

Penggunaan marketplace selama pandemi COVID-19 di Indonesia meningkat sebesar 400%. Hal tersebut menjadikan Tokopedia, Shopee dan Bukalapak menempati urutan 3 teratas marketplace di Indonesia. Untuk menjangkau para pelanggan, ketiga marketplace memanfaatkan sosial media untuk dapat terhubung langsung dengan para pelanggan. Kritik dan pesan dari para pelanggan yang disampaikan melalui media sosial merupakan data yang dapat dianalisa dan menghasilkan manfaat untuk kemajuan marketplace. Tujuan dari penelitian ini adalah untuk mendapatkan gambaran tren kriteria penunjang kepuasan pelanggan dalam jaringan sosial pelanggan, perbandingan tren kriteria tersebut sebelum dan selama COVID-19 dan gambaran jaringan sosial pengguna pada masing-masing ketiga marketplace menggunakan data Twitter. Untuk mencapai tujuan dari penelitian ini, Peneliti menggunakan metode Semantic Association Analysis sebagai metode analisis deskriptif dan Ego Network Analysis untuk menganalisis jaringan sosial yang keduanya merupakan bagian dari Social Network Analysis (SNA). Pada Penelitian ini juga dilakukan Visual Analysis untuk menggambarkan jaringan sosial yang terbentuk dari data Twitter para pelanggan ketiga marketplace dengan menggunakan SNA tools yaitu Gephi. Dari hasil penelitian ini diperoleh bahwa tren kriteria penunjang kepuasan pelanggan pada ketiga marketplace dipimpin oleh kriteria Kualitas Pengiriman dan Harga. Jaringan sosial yang terbentuk antara para pelanggan dengan ketiga marketplace menghasilkan bebrapa pelanggan yang berperan penting dalam penyebaran informasi dalam jaringan. Penelitian ini merekomendasikan beberapa masukan bagaimana memanfaatkan tren kriteria kepuasan pelanggan dan jaringan sosial para pelanggan pada media sosial Twitter sebagai fokus dalam pengembangan strategi ketiga marketplace tersebut. ==================================================================================================== Marketplace use during the COVID-19 pandemic in Indonesia increased by 400%. This makes Tokopedia, Shopee and Bukalapak rank in the top 3 marketplaces in Indonesia. To reach customers, the three marketplaces use social media to connect directly with customers. Criticisms and messages from customers conveyed through social media are data that can be analyzed and generate benefits for the advancement of the marketplace. The purpose of this study is to obtain an overview of the trends in customer satisfaction supporting criteria in customer social networks, a comparison of trends in these criteria before and during COVID-19 and an overview of user social networks in each of the three marketplaces using Twitter data. To achieve the objectives of this study, the researcher uses the Semantic Association Analysis method as a descriptive analysis method and Ego Network Analysis to analyze social networks, both of which are part of Social Network Analysis (SNA). In this study, a Visual Analysis was also carried out to describe the social network formed from the Twitter data of the customers of the three marketplaces using SNA tools, namely Gephi. From the results of this study, it was found that the trend of supporting criteria for customer satisfaction in the three marketplaces was led by the criteria for Delivery Quality and Price. The social network formed between customers and the three marketplaces produces several customers who play an important role in disseminating information in the network. This study recommends some suggestion on how to take advantage of trends in customer satisfaction criteria and customers' social networks on Twitter social media as a focus in developing strategies for the three marketplaces.

Item Type: Thesis (Masters)
Uncontrolled Keywords: Marketplace, Social Media, Social Network Analysis, Semantic Association Analysis, Ego Network Analysis, Marketplace, Media Sosial, Social Network Analysis, Semantic Association Analysis, Ego Network Analysis
Subjects: H Social Sciences > HF Commerce > HF5415.335 Consumer satisfaction
T Technology > T Technology (General) > T57.5 Data Processing
T Technology > T Technology (General) > T58.6 Management information systems
Divisions: Faculty of Creative Design and Digital Business (CREABIZ) > Technology Management > 61101-(S2) Master Thesis
Depositing User: Muhammad Iqbal
Date Deposited: 23 Aug 2021 07:27
Last Modified: 23 Aug 2021 07:27
URI: https://repository.its.ac.id/id/eprint/88912

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