Kiprah Aktor Warganet melalui Media Sosial dalam Pemasaran Digital: Studi Kasus pada #HondaBeAT
DOI:
https://doi.org/10.30588/jmp.v11i1.636Keywords:
Digital Marketing, Drone Emprit Academic, Hashtags, Netizen actors, Social MediaAbstract
This study aims to determine the role of netizen actors on social media in the digital marketing of a product brand, like #HondaBeAT. Nowadays, the use of social media to exchange information is increasing for the dissemination of messages and other contents. In the digital marketing ecosystem, social media plays an important role in introducing products, enhancing a positive image, and building relationships with customers. The use of social media platforms, such as Twitter and Instagram, has attracted the attention of the younger generation, especially the millennial generation (Y) and the post-millennial generation (Z). The level of effectiveness of digital marketing is also influenced and determined by the progress of netizen actors, such as followers, influencers, and buzzers. Their role is increasingly important to convey information more effectively through various product and service brand content on various social media platforms. This study uses a qualitative approach to analyze data from social media conversations on Twitter and Instagram within a certain period of time with the help of the Drone Emprit Academic (DEA) application. This research reveals the progress of netizen actors on the company’s official accounts of Twitter and Instagram as a basic understanding for designing and compiling digital marketing strategies using product brand hashtags. This study also found that the netizen actors studied had their respective roles in strengthening the delivery of messages and content on social media.References
Adji, W. S., Bashith, A., Nasith, A., & Amin, S. (2019). Identification of Social Symptoms Using the Drone Emprit Academic as a Support for Statistical Literacy. Abjadia: International Journal of Education, 4(2), 97–106. https://doi.org/10.18860/abj.v4i2.8412.
Afriani, D., & Mahyuzar, M. (2018). Penggunaan Hashtag sebagai Varian Promosi Produk pada Media Sosial Instagram. Jurnal Ilmiah Mahasiswa FISIP Unsyiah, 3(2), 113–124.
Akmal, I., & Irwansyah, I. (2020). Peran Aktivis Media Sosial (Buzzer) Sukarela:
Studi Kasus Member Independen Herbalife Nutrition. Calathu: Jurnal Ilmu Komunikasi, 2(2), 115–131.
Aliami, S., Hakimah, E. N., Fauji, D. A. S. (2018). Dampak Pengembangan Pemasaran Digital pada Startup’s (Studi Kasus pada Wirausaha Baru). EkoNiKa: Jurnal Ekonomi Universitas Kadiri, 3(1), 73–87.
Amalina, A. (2016). Pengaruh Social Media Marketing terhadap Brand Loyalty dengan Brand Trust sebagai Variabel Intervening (Studi pada Follower Twitter Mizone Mizoneid). Jurnal Ilmu Manajemen (JIM), 4(3), 1–12
Andini, N. P., Suharyono, S., & Sunarti, S. (2014). Pengaruh Viral Marketing terhadap Kepercayaan Pelanggan dan Keputusan Pembelian: Studi pada Pembelian Online melalui Media Sosial Instagram. Jurnal Administrasi Bisnis, 11(1), 1–6.
Andriyanto, R. D., & Haryanto, J. O. (2010). Analisis Pengaruh Internet Marketing terhadap Pembentukan Word of Mouth and Brand Awareness untuk memunculkan Intention to Buy. Journal of Technology Management, 9(1), 115–433.
Anggraeni, V. A. (2019). Drone Emprit Buatan Anak Bangsa. GoodNews from Indonesia, 22 Mei 2019. Diakses 23 Juli 2020 di https://www.goodnewsfromindonesia.id/2019/05/22/drone-emprit-buatan-anak-bangsa.
Anggraini, N. (2018). Strategi Pemasaran Sepeda Motor Merek Honda Tipe Matic (Studi Kasus PT Hoho Pekanbaru). eCo-Buss, 1(2), 33–39.
Ardianti, F., & Lubis, D. P. (2020). Efektivitas Instagram sebagai Media Promosi Desa Wisata Malasari, Kecamatan Nanggung, Kabupaten Bogor. Jurnal Sains Komunikasi dan Pengembangan Masyarakat [JSKPM], 4(6), 796–809.
Arianto, B. (2020a). Peran Buzzer Media Sosial dalam Memperkuat Ekosistem Pemasaran Digital. Jurnal Optimum, 10(1), 52–65.
Arianto, B. (2020b). Pemanfaatan Aplikasi Drone Emprit Academic dalam Menganalisis Opini Publik di Media Sosial. Journal of Social Politics and Governance, 2(2), 177–191.
Asriani, A. (2011). Pemanfaatan Internet Marketing dalam Pemasaran Produk Unggulan
Pertanian Provinsi Gorontalo. Jurnal Komunikasi Kareba, 3(1), 249–257.
Athallah, R. A. (2019). Memanipulasi Publik Lewat Akun Bot Twitter. Mediapedia, 7 Juli. https://www.remotivi.or.id/mediapedia/551/memanipulasi-publik-lewat-akun-bot-twitter.
Ayuningtyas, A., & Lailiyah, N. (2019). Sikap Followers, Terkait Nurhadi-Aldo dalam Media Sosial Instagram dan Twitter. Interaksi Online, 7(4), 385–396.
Beldona, S., Nusair, K., & Demicco, F. (2009). Online Travel Purchase Behavior of Generational Cohorts: A Longitudinal Study. Journal of Hospitality Marketing & Management, 18(4), 406–420. https://doi.org/10.1080/19368620902799627.
Bhavana, A., & Thiruchanuru, S. (2018). Green Marketing: Gap Analysis in the Decision Making Process of a Green Consumer. Journal of Business Management & Social Sciences Research, 7(3), 50–57.
Bowman, B. S., & Willis, C. (2003). We Media: How Audiences are Shaping the Future of News and Information. California: The Media Center at the American Press Institute.
Castells, M. (2007). Communication, Power and Counter-power in the Network Society. International Journal of Communication, 1, 238–266.
CNBC Indonesia (2018). Alasan Milenial Lebih Suka Gunakan Snapchat dan Instagram. https://www.cnbcindonesia.com/lifestyle/20180311103732-33-6865/alasan-milenial-lebih-suka-gunakan-snapchat-dan-instagram. Diakses 9 Juli 2020.
Dewi, R. U., & Nurjaman, Z. Z. (2017). Penggunaan Jejaring Sosial Twitter sebagai Media Promosi pada Restoran Ranjang 69. Commed: Jurnal Komunikasi dan Media, 1(2), 51–67.
Dobson, P. J. (1999). Approaches to Theory Use In Interpretive Case Studies – a Critical Realist Perspective. 10th Australasian Conference on Information Systems Churchlands: Edith Cowan University, 259–270.
Dwi R., A., Imamah, F., Andre S., Y. M., & Ardiansyah, A. (2018). Aplikasi Chatbot (Milki Bot) yang Terintegrasi dengan Web CMS untuk Customer Service pada UKM Minsu. Jurnal Cendikia, XVI, 100–106.
Fahmi, I. (2019). Drone Emprit Academic: Software for Social Media Monitoring and Analytics. Available at http://uii.ac.id.
Gityandraputra, D. (2020). Hal yang Penting Diketahui untuk Konten Video di Media Sosial. Marketingcraft, 26 Mei. Diakses tanggal 22 Juli 2020 di https://marketingcraft.getcraft.com/id-articles/hal-penting-untuk-video-di-media-sosial.
Handajani, L., Akram, A., Furkan, L. M., & Rifa’i, A. (2019). Penggunaan Pemasaran Digital pada Usaha Home Industry Kopi Lombok di Desa Sigerongan Kabupaten Lombok Barat. Jurnal Abdi Insani LPPM Unram, 6(3), 409–421. http://doi.org/10.29303/abdiinsani.v6i3.267.
Hanindharputri, M. A., & Putra, I. K. A. M. (2019). Peran Influencer dalam Strategi Meningkatkan Promosi dari Suatu Brand. Sandyakala: Prosiding Seminar Nasional Seni, Kriya, dan Desain 2019, 1, Institut Seni Indonesia Denpasar, 335–343.
Holdford, D. A. (2004). Using Buzz Marketing to Promote Ideas, Services, and Products. Journal of the American Pharmacists Association, 44(3), 387–396.
Howe, N., & Strauss, W. (2000). Millennials Rising: The Next Great Generation. New York: Random House, Inc.
Iman, M. (2020). Pengguna Instagram di Indonesia Didominasi Wanita dan Generasi Milenial. GoodNews from Indonesia, 14 Juni 2020. Diakses 9 Juli 2020 di https://www.goodnewsfromindonesia.id/2020/06/14/pengguna-instagram-di-indonesia-didominasi-wanita-dan-generasi-milenial.
iProspect (2007). iProspect Social Networking User Behavior Study. Retrieved from http://www.iprospect.com/premiumPDFs/researchstudy_2007_socialnetworkingbehavior.pdf.
Issa, T., & Isaias, P. (2016). Internet Factors Influencing Generations Y and Z in Australia and Portugal: A Practical Study. Information Processing and Management, 52(4), 592–617. https://doi.org/10.1016/j.ipm.2015.12.006.
Itworks.id (2019). Demografi Pengguna Twitter di Indonesia Paling Banyak Pria daripada Perempuan. (Online). https://www.itworks.id/19408/demografi-pengguna-twitter-di-indonesia-paling-banyak-pria-daripada-perempuan.html. Diakses 9 Juli 2020.
Juditha, C. (2015). Fenomena Trending Topic di Twitter: Analisis Wacana Twit #savehajilulung. Jurnal Penelitian Komunikasi dan Pembangunan, 16(2), 138–154.
Juniarto, D. (2016). Menyoal Demokrasi Digital di Indonesia. Jurnal Dialog Kebijakan Publik, 22(Desember), 28–35.
Kaplan, A. & Haenlein, M. (2010). Users of the World, Unite! The Challenges and Opportunities of Social Media. Business Horizons, 53(1), 59–68.
Karinov.co.id. (2018). Mengenal Digital Marketing, Pengertian, dan Caranya. 19 Juli. Diakses tanggal 22 Juli 2020 di https://karinov.co.id/mengenal-apa-itu-digital-marketing.
Kontan.co.id (2013). Perusahaan Tak Sembarang Menggaet Buzzer. Diakses tanggal 9 Juli 2020 di https://industri.kontan.co.id/news/perusahaan-tak-sembarang-menggaet-buzzer.
Kotler, P., & Armstrong, G. (2012). Principles of Marketing. 14th Edition. New Jersey: Pearson Education, Inc.
Kotler, P., & Keller, K. L. (2016). A Framework for Marketing Management. Sixth Edition. Harlow: Pearson Education, Ltd.
Kumparan.com (2018). Riset Beda Media Sosial, Beda Karakter Penggunanya. Diakses tanggal 10 Januari 2020 di https://kumparan.com/millennial/riset-beda-media-sosial-beda-karakter-penggunanya-1542093888201539387.
Lazuardi, V. G. (2019). Pengaruh Pemasaran Media Sosial, Identifikasi Sosial, dan Nilai Persepsi terhadap Kepuasan pada Produk Indomie (Studi pada Konsumen Digital Produk Indomie). Jurnal Ilmiah Mahasiswa FEB Universitas Brawijaya, 8(1).
Maulana, I., & Salsabila, O. (2020). Pengaruh Social Media Influencer terhadap Perilaku Konsumtif di Era Ekonomi Digital. Majalah Ilmiah Bijak, 17(1), 28–34.
Meyer, C. B. (2001). A Case in Case Study Methodology. Field Methods, 13(4), 329–352.
Oliver, A. (2021). Yuk, Pahami 3 Perbedaan Buzzer dan Influencer. Glints Blog, Marketing Communication, 29 Maret. https://glints.com/id/lowongan/perbedaan-buzzer-dan-influencer/#.YGXCvvkzbIW.
Oosterwijk, L., & Loeffen, A . (2005). How to Use Buzz Marketing Effectively: A New Marketing Phenomenon Explained and made practical. Unpublished master’s thesis, Sweden, Mälardalen University.
Pawestri, I. A. (2014). Twitter sebagai Media Promosi Wisata Kota Semarang. An-Nida: Jurnal Komunikasi Islam, 6(2), 101–110.
Pelsmacker, P. D., Tilburg, S. V., & Holthof, C. (2018). Digital Marketing Strategies, Online Reviews and Hotel Performance. International Journal of Hospitality Management, 72, 47–55. https://doi.org/10.1016/j.ijhm.2018.01.003.
Permana, A. (2019). Pemasaran Melalui Media Sosial: Solusi Pemasaran Digital Bisnis Anda. Diakses tanggal 1 Maret 2021 di https://seoanaksholeh.com/marketing/pemasaran-melalui-media-sosial.
Prajarto, Y. A. N., Tania, S., & Purwaningtyas, M. P. F. (2019). Preferensi Informasi dan Perilaku Bermedia Warganet di Akun Instagram Media Informasi Selebritas. Jurnal Ilmu Komunikasi, 16(2), 191–208.
Prensky, M. (2001). Digital Natives, Digital Immigrants Part 1. On the Horizon, 9(5), 1–6. https://doi.org/10.1108/10748120110424816.
Priyono, A. E., & Hamid, U. (2014). Merancang Arah Baru Demokratisasi. Jakarta: Kepustakaan Populer Gramedia.
Rafiah, K. K., & Kirana, D. H. (2019). Analisis Adopsi Media Sosial sebagai Sarana Pemasaran Digital bagi UMKM Makanan dan Minuman di Jatinangor. Jurnal Ekonomi & Ekonomi Syariah, 2(1), 188–198.
Rahayu, N. (2018). 10 Manfaat Internet Marketing bagi Bisnis. Warta Ekonomi, 20 April. Diakses tanggal 10 Januari 2020 di https://www.wartaekonomi.co.id/read178295/10-manfaat-internet-marketing-bagi-bisnis.
Rahmalia, N. (2021). Mengenal Reach, Cara Ukur Efektivitas Strategi Digital Marketing. Glints Blog, Marketing, 26 Februari. https://glints.com/id/lowongan/reach-adalah/?utm_source=whatsapp&utm_medium=addthis#.YGWzdPkzbIV.
Rahulan, M., Troynikov, O., Watson, C., Janta, M., & Senner, V. (2015). Consumer Behavior of Generational Cohorts for Compression Sportswear. Journal of Fashion Marketing and Management, 19(1), 87–104. https://doi.org/http://dx.doi.org/10.1108/JFMM-05-2013-0072.
Ramadhan, F. H. (2017). Pemanfaatan Media Sosial Instagram Akun @Mr. Creampuff sebagai Promosi dalam Meningkatkan Penjualan. JOM FISIP, 4(2), 1–15.
Rizal, A. (2019). Demografi Pengguna Instagram di RI 2019, Paling Banyak Perempuan. 24 Desember 2019. Diakses tanggal 22 Juli 2020 di https://infokomputer.grid.id/read/121964120/demografi-pengguna-instagram-di-ri-2019-paling-banyak-perempuan
Rony, N. F., & Panuju, R. (2018). Digital Media Hospital: Aplikasi Komunikasi Pemasaran Berbasiskan Daring. Jurnal Komunikasi Profesional, 2(2), 120–128.
Sawyer, S., & Jarrahi, M. H. (2013). Sociotechnical Approaches to the Study of Information system. In A. Tucker & H. Topi (eds). CRC Handbook of Computing. London: Chapman and Hall, Inc.
Schewe, C. D., Meredith, G. E., & Noble, S. M. (2000). Defining moments-segmenting by cohorts. Marketing Management, 9(3), 48–53.
Setiawati, S. D., Fitriawati, D., Retnasary, M., & Yelifa, I. R. Pesan Pemasaran Senjata untuk Membangun Digital Marketing. Syntax Literate: Jurnal Ilmiah Indonesia, 4(7), 131-151.
Siagian, A. O., Martiwi, R., & Indra, N. (2020). Kemajuan Pemasaran Produk dalam Memanfaatkan Media Sosial di Era Digital. Jurnal Pemasaran Kompetitif, 3(3), 44-51.
Simangunsong, E. (2018). Generation-Z Buying Behaviour in Indonesia: Opportunities for Retail Businesses. MIX: Jurnal Ilmiah Manajemen, 8(2), 243–253. https://doi.org/http://dx.doi.org/10.22441/mix.2018.v8i2.004 243
Smith, K. T. (2011). Digital marketing strategies that Millennials find appealing, motivating, or just annoying. Journal of Strategic marketing. 19(6), 489-499.
Soelistyowati, D. (2019). Partisipasi Warganet dalam Mengidentifikasi Komunikasi Intelektual Narasumber Politik Terkait Perkembangan Hasil Pemilu 2019. Wacana, 18(2), 234-245.
Sofyan, A., Ferdianto, E., Rahmawati, R., & Aldi, R. K. (2019). Pengaruh Search Engine Optimization (SEO) Kata Kunci terhadap Pendapatan Toko Online. Politeknik Indonusa Surakarta. Indonusa Conference on Technology and Social Science 2019 (INCONTECSS), 16 November, 351-356.
Stone, M. D., & Woodcock, N. D. (2014). Interactive, direct and digital marketing: A future that depends on better use of business intelligence. Journal of Research in Interactive Marketing. 8 (1), 4-17.
Strauss, W., & Howe, N. (1991). Generations: The History of America’s Future. New York: Quill William Morrow.
Suharso, P. (2019). Pemanfaatan Drone Emprit dalam Melihat Trend Perkembangan Bacaan Digital melalui Akun Twitter. Anuva, 3(4), 333–346.
Susilo, B. (2018). Pemasaran Digital: Segmentasi Demografi Pengguna Media Sosial di Kota Pontianak. Eksplora Informatika, 8(1), 69–79. https://doi.org/10.30864/eksplora.v8i1.163
Suzuki, K. (2007). Welcome to the World of “Netizens”. Diakses tanggal 22 Juli 2020 di http://www.gsis.kumamoto-u.ac.jp/ksuzuki/resume/addresses/a30727.pdf.
Tatarina, W. A. W., & Husna, J. (2017). Dampak Media Sosial Instagram @jaklib_cikini sebagai Media Promosi Perpustakaan Umum Daerah Provinsi DKI Jakarta Cikini. Jurnal Ilmu Perpustakaan, 6(1), 351–360.
Widyananda, R. F. (2020). 10 Macam Media Sosial yang Paling Sering Digunakan oleh Orang Indonesia. Merdeka.com, 4 Juni. Diakses 23 Juli 2020 di https://www.merdeka.com/jatim/10-macam-media-sosial-yang-paling-sering-digunakan-oleh-orang-indonesia-kln.html.
Yasmin, A., Tasneem, S., & Fatema, K. (2015). Effectiveness of Digital Marketing in the Challenging Age: An Empirical Study. International Journal of Management Science and Business Administration, 1(5), 69–80.
Downloads
Additional Files
Published
How to Cite
Issue
Section
License
Authors who publish with Jurnal Maksipreneur agree to the following terms:
Authors retain copyright and grant the Jurnal Maksipreneur right of first publication with the work simultaneously licensed under a Creative Commons Attribution 4.0 International License that allows others to share (copy and redistribute the material in any medium or format) and adapt (remix, transform, and build upon the material) the work for any purpose, even commercially with an acknowledgment of the work's authorship and initial publication in Jurnal Maksipreneur.
Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgment of its initial publication in Jurnal Maksipreneur. Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (See The Effect of Open Access).
