Analisis Sentimen Terhadap Citra Merek Starbucks Pada Media Sosial Twitter
##plugins.themes.academic_pro.article.sidebar##
Published
May 2, 2024
Download
Statistic
Downloads
Download data is not yet available.
##plugins.themes.academic_pro.article.main##
Abstract
Brand image represents consumers' belief in a particular brand, forming their associations and perceptions. The shift from traditional to modern society due to globalization driven by technological advances has changed lifestyles. This transformation highlights the impact of Starbucks in introducing a new coffee culture to Indonesian consumers. The research methodology used is sentiment analysis using the VADER approach and Twitter as the main data source. The goal is to gain a deeper understanding of public sentiment towards the starbucks brand image on twitter social media. The observation results of this research show that many people use twitter as a medium to express various kinds of perceptions or sentiments, be it positive, neutral, and negative reviews. The findings of the sentiment analysis revealed that most of the people's responses were still neutral, with no positive or negative tendencies. By understanding the relationship between brand image and sentiment analysis, companies can take strategic steps to strengthen their brand image and positively influence consumer sentiment.
##plugins.themes.academic_pro.article.details##
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
LPPM Politeknik Piksi Ganesha Indonesia
How to Cite
Lusiana Nur Safitri, Nurhasan, R., & Roji, F. F. (2024). Analisis Sentimen Terhadap Citra Merek Starbucks Pada Media Sosial Twitter. Jurnal E-Bis, 8(1), 193-202. https://doi.org/10.37339/e-bis.v8i1.1610
References
Adquisiciones, L. E. Y. D. E., Vigente, T., Frampton, P., Azar, S., Jacobson, S., Perrelli, T. J., Washington, B. L. L. P., No, Ars, P. R. D. a T. a W., Kibbe, L., Golbère, B., Nystrom, J., Tobey, R., Conner, P., King, C., Heller, P. B., Torras, A. I. V., To-, I. N. O., Frederickson, H. G., … SOUTHEASTERN, H. (2019). Defining the Role of Multinational Corporations: Starbucks and Coffee Culture in Indonesia. Duke Law Journal, 1(1).
Ahmed, W. (2019). Journal of Communication Technology. The Communication Technology Division of the Association for Education in Journalism and Mass Communication.
Arif, E. . (2019). The Influence of Electronic Word of Mouth (Ewom), Brand Image, and Price on Re-Purchase Intention of Airline Customers. Journal of Applied Management (JAM).
Camodeca, R., Almici, A., & Sagliaschi, U. (2018). Sustainability disclosure in integrated reporting: Does it matter to investors? A cheap talk approach. Sustainability (Switzerland), 10(12), 1–34. https://doi.org/10.3390/su10124393
Fatmaningrum, S. R., Susanto, & Fadhilah, M. (2020). Pengaruh Kualitas Produk Dan Citra Merek Terhadap Keputusan Pembelian Minuman Frestea. Jurnal Ilmiah Manajemen Ekonomi Dan Akuntansi, 4(1), 1–13. https://journal.stiemb.ac.id/index.php/mea/article/view/270
Fitriana, F., Utami, E., & Fatta, H. Al. (2021). Analisis Sentimen Opini Terhadap Vaksin Covid - 19 Pada Media Sosial Twitter Menggunakan Support Vector Machine Dan Naive Bayes. Jurnal Komtika (Komputasi Dan Informatika). https://doi.org/10.31603/komtika.v5i1.5185
Garcia, A., Widya, U., Pontianak, D., & Product, S. (2023). Bisma, Vol 8. No 1, Mei 2023. 8(1), 13–22.
Hidup, G., Terhadap, M., Pembelian, K., & Nescafe, K. (2023). Jurnal E-Bis?: Ekonomi Bisnis. 7(2), 682–692.
Hu, G., Bhargava, P., Fuhrmann, S., Ellinger, S., & Spasojevic, N. (2017). Analyzing Users’ Sentiment Towards Popular Consumer Industries and Brands on Twitter. IEEE International Conference on Data Mining Workshops, ICDMW, 2017-Novem, 381–388. https://doi.org/10.1109/ICDMW.2017.55
Hutto, C. J., & Gilbert, É. (2014). VADER: A Parsimonious Rule-Based Model for Sentiment Analysis of Social Media Text. Proceedings of the International Aaai Conference on Web and Social Media. https://doi.org/10.1609/icwsm.v8i1.14550
Insanniat, U., & Soebiantoro, U. (2022). Pengaruh Word Of Mouth, Kualitas Produk, dan Brand Image Terhadap Keputusan Pembelian Ulang Hand & Body Lotion Mariana di Surabaya. Jurnal E-Bis, 6(2), 416–425. https://doi.org/10.37339/e-bis.v6i2.946
Kamil, F., & Hananto, A. (2023). Analysis Sentiment of Nestle Bear Brand during the Covid-19 Pandemic on Social Media Twitter. Cakrawala Repositori IMWI, 6(1), 596–619. https://doi.org/10.52851/cakrawala.v6i1.166
Kaur, F., & Bhatia, R. (2016). Sentiment analyzing by dictionary based approach. International Journal of Computer Applications.
Kawashima, T., Ogawa, T., & Haseyama, M. (2013). A rating prediction method for e-commerce application using ordinal regressionbased on LDA with multi-modal features. 2013 IEEE 2Nd Global Conference On Consumer Electronics (GCCE).
Marwa, E. A., & Kristanto, A. B. (2022). Analisis Sentimen Pengungkapan Informasi Manajemen: Text Mining Berbasis Metode VADER. Owner, 6(3), 2853–2864. https://doi.org/10.33395/owner.v6i3.895
Purwaningdyah, S. W. S. & Hendayana, Y. (2021). Impact of Lifestyle and Halal Labelization on Chatime Drink Product Packaging: A Behavioral Geographic Study. Review Of International Geographical Education.
Rajaraman, V. (2016). Big data analytics. Resonance, 21(8), 695–716. https://doi.org/10.1007/s12045-016-0376-7
Randi dan Heryanto, M. (2016). Pengaruh Citra Merek Terhadap Minat Beli Pada Makanan Fast Food Ayam Goreng (Studi Pada Konsumen Texas Chicken Pekanbaru). Jurnal Online Mahasiswa Fakultas Ilmu Sosial Dan Ilmu Politik.
Resnik, S., & Kokli?, M. K. (2018). User-generated tweets about global green brands: A sentiment analysis approach. Market-Trziste, 30(2), 125–146. https://doi.org/10.22598/mt/2018.30.2.125
Walker, S. J. (2014). Big Data: A Revolution That Will Transform How We Live, Work, and Think. International Journal of Advertising. https://doi.org/10.2501/ija-33-1-181-183
Windiana, L., Bakhtiar, A., Kurniasih, V., & Basamah, S. (2020). The Effect of Green Marketing toward the Consumers Buying Interest of Starbucks Coffee Mediated By Brand Image. Habitat, 31(1), 36–41. https://doi.org/10.21776/ub.habitat.2020.031.1.4
Yohana, Y., Kadek, N., Ayu, K., Dewi, P., Ayu, G., & Giantari, K. (2020). The Role of Brand Image Mediates the Effect of Electronic Word of Mouth (E-WOM) on Purchase Intention. American Journal of Humanities and Social Sciences Research, 1, 215–220. www.ajhssr.com
Zhang, Z. (2023). Research on the Influence of Brands on Consumer Purchasing Behavior. https://doi.org/10.2991/978-94-6463-098-5_18
Zhou, L. (2022). Research on Quantitative Model of Brand Recognition Based on Sentiment Analysis of Big Data. Frontiers in Psychology. https://doi.org/10.3389/fpsyg.2022.915443
Ahmed, W. (2019). Journal of Communication Technology. The Communication Technology Division of the Association for Education in Journalism and Mass Communication.
Arif, E. . (2019). The Influence of Electronic Word of Mouth (Ewom), Brand Image, and Price on Re-Purchase Intention of Airline Customers. Journal of Applied Management (JAM).
Camodeca, R., Almici, A., & Sagliaschi, U. (2018). Sustainability disclosure in integrated reporting: Does it matter to investors? A cheap talk approach. Sustainability (Switzerland), 10(12), 1–34. https://doi.org/10.3390/su10124393
Fatmaningrum, S. R., Susanto, & Fadhilah, M. (2020). Pengaruh Kualitas Produk Dan Citra Merek Terhadap Keputusan Pembelian Minuman Frestea. Jurnal Ilmiah Manajemen Ekonomi Dan Akuntansi, 4(1), 1–13. https://journal.stiemb.ac.id/index.php/mea/article/view/270
Fitriana, F., Utami, E., & Fatta, H. Al. (2021). Analisis Sentimen Opini Terhadap Vaksin Covid - 19 Pada Media Sosial Twitter Menggunakan Support Vector Machine Dan Naive Bayes. Jurnal Komtika (Komputasi Dan Informatika). https://doi.org/10.31603/komtika.v5i1.5185
Garcia, A., Widya, U., Pontianak, D., & Product, S. (2023). Bisma, Vol 8. No 1, Mei 2023. 8(1), 13–22.
Hidup, G., Terhadap, M., Pembelian, K., & Nescafe, K. (2023). Jurnal E-Bis?: Ekonomi Bisnis. 7(2), 682–692.
Hu, G., Bhargava, P., Fuhrmann, S., Ellinger, S., & Spasojevic, N. (2017). Analyzing Users’ Sentiment Towards Popular Consumer Industries and Brands on Twitter. IEEE International Conference on Data Mining Workshops, ICDMW, 2017-Novem, 381–388. https://doi.org/10.1109/ICDMW.2017.55
Hutto, C. J., & Gilbert, É. (2014). VADER: A Parsimonious Rule-Based Model for Sentiment Analysis of Social Media Text. Proceedings of the International Aaai Conference on Web and Social Media. https://doi.org/10.1609/icwsm.v8i1.14550
Insanniat, U., & Soebiantoro, U. (2022). Pengaruh Word Of Mouth, Kualitas Produk, dan Brand Image Terhadap Keputusan Pembelian Ulang Hand & Body Lotion Mariana di Surabaya. Jurnal E-Bis, 6(2), 416–425. https://doi.org/10.37339/e-bis.v6i2.946
Kamil, F., & Hananto, A. (2023). Analysis Sentiment of Nestle Bear Brand during the Covid-19 Pandemic on Social Media Twitter. Cakrawala Repositori IMWI, 6(1), 596–619. https://doi.org/10.52851/cakrawala.v6i1.166
Kaur, F., & Bhatia, R. (2016). Sentiment analyzing by dictionary based approach. International Journal of Computer Applications.
Kawashima, T., Ogawa, T., & Haseyama, M. (2013). A rating prediction method for e-commerce application using ordinal regressionbased on LDA with multi-modal features. 2013 IEEE 2Nd Global Conference On Consumer Electronics (GCCE).
Marwa, E. A., & Kristanto, A. B. (2022). Analisis Sentimen Pengungkapan Informasi Manajemen: Text Mining Berbasis Metode VADER. Owner, 6(3), 2853–2864. https://doi.org/10.33395/owner.v6i3.895
Purwaningdyah, S. W. S. & Hendayana, Y. (2021). Impact of Lifestyle and Halal Labelization on Chatime Drink Product Packaging: A Behavioral Geographic Study. Review Of International Geographical Education.
Rajaraman, V. (2016). Big data analytics. Resonance, 21(8), 695–716. https://doi.org/10.1007/s12045-016-0376-7
Randi dan Heryanto, M. (2016). Pengaruh Citra Merek Terhadap Minat Beli Pada Makanan Fast Food Ayam Goreng (Studi Pada Konsumen Texas Chicken Pekanbaru). Jurnal Online Mahasiswa Fakultas Ilmu Sosial Dan Ilmu Politik.
Resnik, S., & Kokli?, M. K. (2018). User-generated tweets about global green brands: A sentiment analysis approach. Market-Trziste, 30(2), 125–146. https://doi.org/10.22598/mt/2018.30.2.125
Walker, S. J. (2014). Big Data: A Revolution That Will Transform How We Live, Work, and Think. International Journal of Advertising. https://doi.org/10.2501/ija-33-1-181-183
Windiana, L., Bakhtiar, A., Kurniasih, V., & Basamah, S. (2020). The Effect of Green Marketing toward the Consumers Buying Interest of Starbucks Coffee Mediated By Brand Image. Habitat, 31(1), 36–41. https://doi.org/10.21776/ub.habitat.2020.031.1.4
Yohana, Y., Kadek, N., Ayu, K., Dewi, P., Ayu, G., & Giantari, K. (2020). The Role of Brand Image Mediates the Effect of Electronic Word of Mouth (E-WOM) on Purchase Intention. American Journal of Humanities and Social Sciences Research, 1, 215–220. www.ajhssr.com
Zhang, Z. (2023). Research on the Influence of Brands on Consumer Purchasing Behavior. https://doi.org/10.2991/978-94-6463-098-5_18
Zhou, L. (2022). Research on Quantitative Model of Brand Recognition Based on Sentiment Analysis of Big Data. Frontiers in Psychology. https://doi.org/10.3389/fpsyg.2022.915443