Analisis Media Monitoring terhadap Brand Honda Motor Bulan Februari Tahun 2024
DOI:
https://doi.org/10.47134/jbkd.v1i3.2584Keywords:
Brand24, Honda Motor, Media MonitoringAbstract
Transportasi sepeda motor di Indonesia telah berkembang cukup pesat, seiring dengan pertumbuhan penduduk dan urbanisasi. Sepeda motor menjadi salah satu transportasi yang dapat memenuhi kebutuhan masyarakat, sehingga banyak brand motor yang bermunculan. Brand Honda Motor sebagai salah satu brand motor ternama di indonesia telah membuktikan bahwa Honda Motor dapat memberikan solusi atas kebutuhan mobilitas masyarakat. Penghargaan diberikan kepada Honda motor pada tahun 2020, karena telah menjadi merek paling favorit dan direkomendasikan berdasarkan cerminan popularitas dan kepercayaan masyarakat Indonesia. Hal tersebut mendorong perlu adanya upaya untuk melakukan media monitoring guna melacak dan memantau sentimen positif atau negatif, mention, dan reach di online news. Penelitian ini bertujuan untuk menganalisis media monitoring khususnya online news menggunakan Brand24 terhadap merek Honda Motor. Teori yang digunakan adalah teori agenda setting melalui pendekatan paradigma positivisme. Metode penelitian menggunakan deskriptif kuantitatif dengan memanfaatkan data yang dihimpun oleh platform Brand24. Hasil penelitian menunjukan bahwa sentimen positif lebih dominan dibandingkan sentimen negatif, selain itu mention dan reach tertinggi terdapat pada minggu ke-4 bertepatan dengan launching produk Honda Stylo 160 dan event IIMS24. Aktivitas tersebut memberikan peran penting dalam meningkatkan sentimen positif, mention, reach, dan pengaruh bagi brand Honda Motor selama Bulan Februari.
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