Analisis Media Monitoring Merek Uniqlo dengan Brand24 Pada Bulan Mei 2024
DOI:
https://doi.org/10.29313/jrpr.v4i2.4435Keywords:
Media Monitoring, Uniqlo, Brand24Abstract
Abstrak. Penelitian ini bertujuan untuk menganalisis persepsi konsumen terhadap merek Uniqlo selama periode 1-31 Mei 2024 dengan menggunakan alat media monitoring Brand24. Penelitian ini merupakan studi pustaka yang bersifat kualitatif dengan pendekatan penelitian netnografi. Penelitian netnografi adalah metode yang mengadaptasi teknik etnografi untuk mempelajari budaya dan komunitas yang terbentuk melalui komunikasi internet. Metode ini digunakan untuk mengumpulkan dan menginterpretasikan data secara mendalam dari berbagai platform digital. Pendekatan deskriptif kualitatif dengan analisis konten yang sistematis diterapkan untuk mengeksplorasi percakapan online, mengungkap sentimen konsumen, serta mengidentifikasi tren dan topik yang muncul terkait merek Uniqlo. Hasil penelitian menunjukkan bahwa Uniqlo berhasil membangun engagement yang kuat dengan audiens, dengan total 909 mentions dan jangkauan media sosial mencapai 8,3 juta. Meskipun terdapat fluktuasi, Uniqlo secara konsisten memperoleh lebih banyak sentimen positif (74%) dibandingkan dengan sentimen negatif (27%). Hal ini mengindikasikan keberhasilan Uniqlo dalam membangun basis konsumen yang loyal dan mengelola reputasi online-nya. Namun, adanya sentimen negatif yang signifikan menekankan pentingnya pemantauan berkelanjutan terhadap sentimen online. Temuan penelitian ini dapat menjadi acuan bagi perusahaan fashion dalam mengembangkan strategi pemasaran dan komunikasi yang efektif, serta dalam mengelola reputasi online secara proaktif.
Abstract. This research aims to analyze consumer perceptions of the Uniqlo brand during the period 1-31 May 2024 using the Brand24 media monitoring tool. This research is a qualitative literature study with a netnographic research approach. Netnographic research is a method that adapts ethnographic techniques to study cultures and communities formed through internet communication. This method is used to collect and interpret data in depth from various digital platforms. A qualitative descriptive approach with systematic content analysis was applied to explore online conversations, uncover consumer sentiment, and identify emerging trends and topics related to the Uniqlo brand. The research results show that Uniqlo has succeeded in building strong engagement with its audience, with a total of 909 mentions and a social media reach of 8.3 million. Despite fluctuations, Uniqlo consistently received more positive sentiment (74%) than negative sentiment (27%). This indicates Uniqlo's success in building a loyal consumer base and managing its online reputation. However, the existence of significant negative sentiment emphasizes the importance of continued monitoring of online sentiment. The findings of this research can be a reference for fashion companies in developing effective marketing and communication strategies, as well as in managing online reputation proactively.
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