Abstract:
This study aims to examine the user response to content promotion strategies on Bukalapak Marketplace, focusing on interactions related to discounts, free shipping, and cashback. Qualitative research methods were employed, using data collected from Twitter through data pulling and processed using Wordij and Gephi for data filtering. Social Network Analysis (SNA) with Crawl Data was applied to determine the map of interactions on the platform. The results revealed that user response varied across different promotional strategies and time periods. Specifically, the most frequent user response was observed for content promoting "free shipping" during 2020-2021, while "cashback" promotions were less often responded to. These findings have implications for marketers and platform managers in optimizing content promotion strategies to effectively engage users and enhance marketing outcomes.
Highlights:
- User engagement: Analyzing the response of users to content promotion strategies on a marketplace platform using Social Network Analysis.
- Effective marketing tactics: Investigating the impact of different promotional approaches such as discounts, free shipping, and cashback on user engagement.
- Optimization for engagement: Identifying the most and least successful content promotion strategies based on user response and implications for enhancing marketing outcomes.
Keywords: Content promotion, Marketplace platform, User response, Social Network Analysis, Marketing strategies
References
Ramadhan, F. (2020). "Pemanfaatan Analisis Jaringan Sosial Dalam Penentuan Centrality Dalam Pengembangan Web Berita Online", Journal of Computer and Information Systems Ampera (Vols. Vol. 1, No. 3). Indonesia: https://doi.org/10.51519/journalcisa.v1i3.43.
Azizah Pratika Sari, R. R. (2019). "Pengaruh E-Word Of Mouth Dan E-Trust Terhadap E-Purchase Decision Mahasiswa Universitas Negeri Padang Pada Marketplace Lazada".Jurnal EcoGen (Vols. Volume 2 ,Nomor 4). Palembang: http://dx.doi.org/10.24036/jmpe.v2i4.7844.
Arifin, K. R. (2021). "EVENT FLASH SALE TERHADAP KEPUTUSAN BELANJA ONLINE SELAMA PANDEMI COVID-19 PADA MARKETPLACE SERTA IMPLIKASI PADA KEPUASAN KONSUMEN DI KOTA MALANG", JURNAL SAINS PEMASARAN INDONESIA (Vol. XX). https://doi.org/10.14710/jspi.v20i1.18-32.
Made Kevin Bratawisnu, A. A. (2018). "SOCIAL NETWORK ANALYSIS UNTUK ANALISA INTERAKSI USER DIMEDIA SOSIAL MENGENAI BISNIS E-COMMERCE", JURNAL MANAJEMEN DAN BISNIS (ALMANA) (Vol. VOL. 2 NO.2). https://doi.org/10.36555/almana.v2i2.143.
Ratna Kencana Putri, B. W. (2019). "IMPLEMENTASI ALGORITMA MODIFIED GUSTAFSON-KESSEL UNTUK CLUSTERING TWEETS PADA AKUN TWITTER LAZADA INDONESIA", JURNAL GAUSSIAN (Vols. Volume 8, Nomor 3). Diponegoro: https://doi.org/10.14710/j.gauss.v8i3.26708.
Reza, F. (2016). "STRATEGI PROMOSI PENJUALAN ONLINE LAZADA.CO.ID", Jurnal Kajian Komunikasi (Vols. Volume 4, No. 1). Jakarta: https://doi.org/10.24198/jkk.v4i1.6179.
Doli Witro, M. I.-R. (2021). "Kontestasi Marketplace di Indonesia pada Era Pandemi: Analisis Strategi Promosi Tokopedia, Shopee, Bukalapak, Lazada,dan Blibli dalam Pemulihan Ekonomi Nasional", Jurnal Kajian Ekonomi dan Keuangan Syariah (Vol. 2). https://doi.org/10.53491/oikonomika.v2i2.178.
Herlina, J. L. (2021). "DAMPAK FLASH SALE COUNTDOWN TIMER DI MARKETPLACE ONLINE PADA KEPUTUSAN PEMBELIAN DENGAN MINAT BELI SEBAGAI INTERVENING", Jurnal Digismantech (Vol. Vol 1 (No. 1 )). http://dx.doi.org/10.30813/digismantech.v1i1.2616.
Herlina, J. L. (2021). "PENGARUH MODEL PROMOSI FLASH SALE TERHADAP MINAT PEMBELI DAN KEPUTUSAN PEMBELI DI MARKETPLACE ONLINE", Jurnal Ilmiah MEA (Vol. 5). https://doi.org/10.31955/mea.vol5.iss2.pp1637-1652.
Laksmira K Adhani, R. D. (2020). "PENGARUH WAKTU SEBELUM DAN SELAMA PANDEMI COVID-19 TERHADAP PERILAKU KONSUMEN BELANJA ONLINE". http://eprints.upnyk.ac.id/id/eprint/23988.
Pina Wardani, P. R. (2022). "Strategi Pemasaran Online Alfamart Menghadapi Tantangan Selama Masa Pandemi Covid-19", Jurnal Ilmu Komputer, Ekonomi dan Manajemen (JIKEM) (Vol. 2).
Priandewi, N. M. (2021). PENGARUH KUALITAS PRODUK, DESAIN PRODUK, DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN PRODUK DI E-COMMERCE LAZADA, "Jurnal Ilmiah Ilmu Manajemen dan Kewirausahaan" (Vol. Volume 1 Nomor 2). Indonesia: https://doi.org/10.46306/vls.v1i2.34.