Analisa Media Monitoring terhadap Brand Esqa (Studi Kasus: Bulan Januari – Maret 2024)

Najmiya Briliani Arfidhiya; Hanny Hafiar; Centurion Chandratama Priyatna

doi:10.47134/jtsi.v1i2.2397

Authors

Najmiya Briliani Arfidhiya Universitas Padjadjaran
Hanny Hafiar Universitas Padjadjaran
Centurion Chandratama Priyatna Universitas Padjadjaran

DOI:

https://doi.org/10.47134/jtsi.v1i2.2397

Keywords:

Media, Monitoring, Esqa, Brand24

Abstract

Penelitian ini bertujuan untuk menganalisis efektivitas media monitoring menggunakan Brand24 terhadap merek Esqa, sebuah merek kosmetik yang beroperasi dalam industri yang sangat kompetitif. Melalui pendekatan campuran yang menggabungkan metode kuantitatif dan kualitatif, penelitian ini mengumpulkan dan menganalisis data dari platform tersebut untuk memberikan wawasan tentang bagaimana Esqa dapat meningkatkan strategi pemasaran mereka, memperkuat citra merek, dan meningkatkan keterlibatan konsumen. Hasil penelitian menunjukkan bahwa mayoritas sentimen terhadap produk Esqa adalah netral, meskipun masih ada sejumlah sentimen positif yang dapat memengaruhi persepsi konsumen. Analisis juga menunjukkan variasi dalam interaksi atau respons pelanggan terhadap merek Esqa dari waktu ke waktu. Selain itu, analisis pemberitaan juga menyoroti produk-produk Esqa yang paling sering diberitakan, menunjukkan keragaman portofolio produk mereka. Dengan demikian, penelitian ini menyimpulkan bahwa analisis sentimen dan media monitoring, khususnya dengan menggunakan Brand24, adalah alat penting bagi merek seperti Esqa untuk memahami respons dan persepsi masyarakat terhadap produknya. Dengan memanfaatkan data dan wawasan yang diperoleh melalui analisis ini, Esqa dapat merespons dengan cepat terhadap perubahan dalam sentimen masyarakat dan meningkatkan reputasi merek mereka melalui interaksi online yang lebih efektif.

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