Analisis Media Monitoring dan Jaringan Program Lapak Ganjar untuk Mendukung Pemasaran Digital bagi UMKM

Communicology: Jurnal Ilmu Komunikasi Pub Date : 2024-07-08 DOI:10.21009/comm.032.03

Arifa Rachma Febriyani, Fibriyani, N. Aliya, Liliek Budiastuti

{"title":"Analisis Media Monitoring dan Jaringan Program Lapak Ganjar untuk Mendukung Pemasaran Digital bagi UMKM","authors":"Arifa Rachma Febriyani, Fibriyani, N. Aliya, Liliek Budiastuti","doi":"10.21009/comm.032.03","DOIUrl":null,"url":null,"abstract":"Lapak Ganjar is a program launched by the Governor of Central Java Ganjar Pranowo since July 2020 to help promote commodities for Central Java MSMEs, especially when facing economic challenges during the ongoing Covid-19 pandemic, via Instagram @lapak_ganjar. This program is developing to support digital marketing for MSMEs, not only MSMEs in Central Java, but also MSMEs in several other provinces. This research aims to describe the analysis of media monitoring and network of the Lapak Ganjar program to support digital marketing for MSMEs. Several relevant concepts are used in this research, including the concepts of digital marketing and electronic word of mouth (e-WOM). This type of research is quantitative descriptive with media monitoring and network analysis methods using brand24 and netlytic. Media monitoring analysis was carried out in the period June to July 2022. The results of media monitoring analysis via brand24 in that period revealed that the Lapak Ganjar program received positive sentiment from netizens, while Twitter analysis using Netlytic in June to July 2022 found a total of 2,013 tweets mentioning the word Lapak Ganjar with some relevant related keywords. Network analysis via Netlytic also displays cluster 1 which refers to the account most frequently referred to, namely the ganjaranapps account.","PeriodicalId":440653,"journal":{"name":"Communicology: Jurnal Ilmu Komunikasi","volume":"115 1","pages":""},"PeriodicalIF":0.0000,"publicationDate":"2024-07-08","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Communicology: Jurnal Ilmu Komunikasi","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.21009/comm.032.03","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"","JCRName":"","Score":null,"Total":0}

引用次数: 0

Abstract

Lapak Ganjar is a program launched by the Governor of Central Java Ganjar Pranowo since July 2020 to help promote commodities for Central Java MSMEs, especially when facing economic challenges during the ongoing Covid-19 pandemic, via Instagram @lapak_ganjar. This program is developing to support digital marketing for MSMEs, not only MSMEs in Central Java, but also MSMEs in several other provinces. This research aims to describe the analysis of media monitoring and network of the Lapak Ganjar program to support digital marketing for MSMEs. Several relevant concepts are used in this research, including the concepts of digital marketing and electronic word of mouth (e-WOM). This type of research is quantitative descriptive with media monitoring and network analysis methods using brand24 and netlytic. Media monitoring analysis was carried out in the period June to July 2022. The results of media monitoring analysis via brand24 in that period revealed that the Lapak Ganjar program received positive sentiment from netizens, while Twitter analysis using Netlytic in June to July 2022 found a total of 2,013 tweets mentioning the word Lapak Ganjar with some relevant related keywords. Network analysis via Netlytic also displays cluster 1 which refers to the account most frequently referred to, namely the ganjaranapps account.

查看原文本刊更多论文

支持中小微企业数字营销的 Lapak Ganjar 计划的媒体监测和网络分析

Lapak Ganjar 是中爪哇省省长 Ganjar Pranowo 自 2020 年 7 月通过 Instagram @lapak_ganjar 推出的一项计划，旨在帮助中爪哇省中小微企业推广商品，尤其是在 Covid-19 大流行期间面临经济挑战时。该计划旨在支持中小微企业的数字营销，不仅包括中爪哇省的中小微企业，还包括其他几个省的中小微企业。本研究旨在描述 Lapak Ganjar 计划的媒体监测和网络分析，以支持中小微企业的数字营销。本研究使用了多个相关概念，包括数字营销和电子口碑（e-WOM）的概念。本研究采用定量描述性研究方法，使用 brand24 和 netlytic 进行媒体监测和网络分析。媒体监测分析在 2022 年 6 月至 7 月期间进行。在此期间，通过 brand24 进行的媒体监测分析结果显示，Lapak Ganjar 项目获得了网民的积极评价，而通过 Netlytic 进行的推特分析发现，在 2022 年 6 月至 7 月期间，共有 2,013 条推文提及 Lapak Ganjar 一词和一些相关关键词。通过 Netlytic 进行的网络分析还显示了群组 1，该群组指的是最常被提及的账户，即 ganjaranapps 账户。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

求助全文

约1分钟内获得全文求助全文

来源期刊

Communicology: Jurnal Ilmu Komunikasi

自引率

0.00%

发文量