Vol 8 (2023): June (in progress)
Business and Economics

Marketing Analysis on Social Media to Improve Business Competitiveness in E-commerce Company Marketplace
Analisis Pemasaran Pada Media Sosial Guna Meningkatkan Daya Saing Bisnis Pada Marketplace Perusahaan E-commerce


Meynur Rohmah Ubaidillah
Universitas Muhammadiyah Sidoarjo, Indonesia
Rita Ambarwati Sukmono
Universitas Muhammadiyah Sidoarjo, Indonesia *

(*) Corresponding Author
Published June 26, 2023
Keywords
  • Voucher,
  • Cashback,
  • Flash Sale
How to Cite
Ubaidillah, M. R., & Sukmono, R. A. (2023). Marketing Analysis on Social Media to Improve Business Competitiveness in E-commerce Company Marketplace. Academia Open, 8, 10.21070/acopen.8.2023.4023. https://doi.org/10.21070/acopen.8.2023.4023

Abstract

This study aims to measure marketing promotional content that is often used in promotional strategies and to map interactions for Lazada Marketplace users which have been implemented in images that discuss vouchers, cashback, and flash sales. This research method uses qualitative, data collection is done by pulling data on twitter, after that it is processed by using wordij and gephi in filtering the data. This determination technique uses the Social Network Analysis (SNA) method using Crawling Data. The results of this study indicate that user responses in marketing promotional content are often carried out on promotional strategies. First , map the interactions on the Lazada Marketplace which have been implemented in pictures that discuss vouchers, cashbacks, and flash sales. And determine on Lazada in 2018-2019 and 2020-2021 which users respond the most or don't respond to, namely Second , the "cashback" marketing promotional content in 2020-2021 that users respond to the most. "cashback" marketing promotional content for 2018-2019 that users don't often respond to.

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