Analisis Karakteristik Strategi Konten E-commerce Indonesia menggunakan Pendekatan Social Network Analysis untuk Market Intelligence
Abstract
ABSTRACT
The increasing penetration of internet users in Indonesia has transformed the market into a digital economy that has an impact on the high competitiveness of e-commerce. The availability of online data can provide a strategy for businesses to find new ways to understand market behavior. We analyze the characteristics of e-commerce content. This study measures and compares the analytical nature of social networks and the types of content between two e-commerce Bukalapak and Lazada on the Facebook page. This research can provide insight into what is important in understanding the market by identifying the types of content characteristics between e-commerce in social media marketing campaigns and market size indicated by the value of their content involvement and community conversations of each social network in e-commerce.
ABSTRAK
Peningkatan penetrasi pengguna internet di Indonesia telah mentransformasikan pasar ke dalam ekonomi digital yang berdampak pada tingginya daya kompetisi antara e-commerce. Ketersediaan online data dapat memberikan strategi bagi bisnis untuk menemukan cara baru dalam memahami perilaku pasar. Kami menganalisa karakteristik konten e-commerce. Penelitian ini mengukur dan membandingkan sifat analisis jaringan sosial dan jenis konten di antara dua e-commerce Bukalapak dan Lazada di halaman Facebook. Penelitian ini dapat memberikan wawasan tentang apa yang penting dalam memahami pasar dengan mengidentifikasi jenis karakteristik konten di antara e-commerce dalam kampanye pemasaran media sosial dan ukuran pasar yang ditunjukkan oleh nilai keterlibatan konten mereka dan percakapan komunitas masing-masing jaringan sosial dalam e-commerce.
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DOI: https://doi.org/10.29313/performa.v0i0.3473
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