Analisis Media Monitoring terhadap Brand Kecantikan Hanasui pada Bulan Maret 2023

Authors

  • Farley Rafa Aurellia Universitas Padjadjaran
  • Hanny Hafiar Universitas Padjadjaran
  • Centurion Chandratama Priyatna Universitas Padjadjaran

DOI:

https://doi.org/10.29313/jrpr.v3i2.3210

Keywords:

Brand24, Media Monitoring, Sentimen Positif

Abstract

Abstract. The beauty industry is one of the industries that is considered dynamic and is required to continue to grow, and must always be ready to adapt to changes. After recording growth of seven percent throughout 2019, the Ministry of Industry is targeting the cosmetic industry to grow above nine percent in 2020. Hanasui as a brand in the digital realm has proven it by achieving more than 350 thousand users, sales of more than 290 thousand transactions, and 260 thousand more product reviews with an average rating of 4.9 across the top two marketplaces. This encourages the need for media monitoring as a form of business tracking and monitoring brand and product insights on the internet. Netnography as a type of research method from descriptive to qualitative utilizes social media monitoring analytics tools by collecting data based on timeline segmentation through applications or Brand duration24. The data collected by the Brand24 application includes Twitter, blogs, videos, forums, news, and websites.

Abstrak. Industri kecantikan termasuk salah satu industri yang dinilai dinamis dan dituntut untuk terus berinovasi, serta harus selalu siap beradaptasi dengan perubahan yang ada. Setelah mencatat pertumbuhan tujuh persen sepanjang 2019, Kementerian Perindustrian menargetkan pertumbuhan industri kosmetik di atas sembilan persen pada tahun 2020. Hanasui sebagai salah satu brand di ranah digital telah membuktikan dengan tercapainya lebih dari 350 ribu pengguna, penjualan lebih dari 290 ribu transaksi, dan 260 ribu lebih ulasan produk dengan rating rata-rata 4,9 di dua marketplace teratas. Hal tersebut mendorong perlu adanya media monitoring sebagai bentuk usaha pelacakan dan pemantauan insights brand dan produk di internet. Netnografi sebagai jenis metode penelitian dari deskriptif kualitatif memanfaatkan social media monitoring analytical tools dengan mengumpulkan data yang berbasis segmentasi lini masa melalui aplikasi atau lama Brand24. Data yang dihimpun oleh aplikasi Brand24 adalah Twitter, blog, video, forum, berita, serta website.

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Published

2023-12-23