Social Media Analysis: Utilizing Information Technology for Market Intelligence and Branding of Toraja Coffe Products
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Published:
May 21, 2024
Keywords:
Social Media Analytics, Brand Image, Market Intelligence, Toraja Coffe
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Abstract
This research discusses the utilization of social media analytics (AMS) to strengthen brand image and gather market information, specifically in the context of Toraja Coffee products. The aim is to understand consumer needs, improve brand image, and support coffee MSMEs in the Salubarani area, Tana Toraja, South Sulawesi. Through this AMS, it is expected that coffee MSMEs can improve their market knowledge, brand image, and contribution to the local economy. This research was conducted in Salubarani Village, located in Gandangbatu Sillanan District, Tana Toraja Regency, South Sulawesi. This research relies on two types of data, namely primary data and secondary data. The use of purposive sampling technique helped in the selection of informants who met the predetermined criteria. The data collection methods applied in this research include observation, interview, and documentation. The results confirmed that social media analysis is crucial in designing marketing strategies and improving the brand image of Toraja coffee. By understanding consumer preferences through social media platforms, companies can evaluate campaign effectiveness, identify market opportunities, and strengthen brand image. Findings also show that social media plays a crucial role in influencing purchasing decisions and strengthening customer loyalty. In the context of Toraja coffee, social media analytics is a critical success factor in marketing and brandingThe use of Social Media Analytics (AMS) provides great benefits for companies in gaining market intelligence and strengthening brand image. AMS enables customization of marketing strategies, competitor mapping, and identification of hidden opportunities. However, effective use requires a robust IT infrastructure and a well-trained team. Privacy and security challenges must also be addressed. In the context of Kopi Toraja, AMS can help MSMEs strengthen brand image
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Setiawan, H. A. (2024). Social Media Analysis: Utilizing Information Technology for Market Intelligence and Branding of Toraja Coffe Products. Jurnal Informasi Dan Teknologi, 6(2), 108-115. https://doi.org/10.60083/jidt.v6i2.536
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This work is licensed under a Creative Commons Attribution 4.0 International License.
References
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[28] Amin, M., Nasution, A. P., Sambodo, I. M., Hasibuan, M. I., & Ritonga, W. A. (2021). Analysis of the Effect of Social Media Marketing on Online Product Purchase Intention with Customer Relationship Management and Brand Equity as Mediating Variables. Ecobisma (Journal of Economics, Business and Management), 8(1), 122-137. https://doi.org/10.36987/ecobi.v8i1.2443
[29] Syaipudin, L., & Awwalin, I. N. (2022). Promotion Strategy Through the Utilization of Instagram Social Media in Increasing Sales at Home Industry Baso Aci Mahira Lamongan. Sanskara Management and Business, 1(01), 31-42. https://sj.eastasouth- institute.com/index.php/smb/article/view/22
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[32] Nanda, C. S. (2022). Analysis of Marketing Communication in Building Brand Image through Instagram Social Media (Case Study on Kopiria Samarinda). Journal of Business Administration FISIPOL UNMUL, 10(2), 166. https://doi.org/10.54144/jadbis.v10i2.8337
[2] Septiani, N., & Helfi, Y. (2023). Social Media Implications in Modern Digital Marketing Strategy. INNOVATIVE: Journal Of Social Science Research, 3(4), 3393-3399.
[3] Rahma, H., & Hariyana, N. (2023). The Use of Digital Marketing to Increase Brand Awareness of PT Zilla Akademi Indonesia Products. Nusantara Journal of Community Service, 4(3), 1821-1828. https://doi.org/10.55338/jpkmn.v4i3.1211
[4] Hanfan, A. (2017). Exploiting Company Advantage in Isolating Products to Improve Marketing Performance. Sustainable Competitive Advantage (SCA), 7 (September), 260-275. https://core.ac.uk/download/pdf/267947671.pdf
[5] Aziz, A. (2015). Utilization of Information Technology in Postal Business Development. Post and Telecommunication Bulletin, 10(1), 35. https://doi.org/10.17933/bpostel.2012.100104
[6] Revilia, D., & Irwansyah, N. (2020). Social Media Literacy: Millennial's Perspective of Security and Privacy Awareness. Journal of Communication Research and Public Opinion, 24(1), 1-15. https://doi.org/10.33299/jpkop.24.1.2375
[7] Novia Listriani, D. S. (2023). The Effect of Brand Image and Promotion on Purchasing Decisions at Grab Food in Surabaya. Management Studies and Entrepreneurship Journal, 4(3), 3025- 3030. http://journal.yrpipku.com/index.php/msej
[8] Rizki isnanda, E. (2018). Analysis of the Use of Social Media to Support Marketing of MSME Products (Case Study of Subang Regency, West Java). Journal of Community Service, 1-5 http://journal.unpad.ac.id/pkm/article/view/20445
[9] Alprey Artha Doping. (2020). The Effect of Toraja Coffee Exports on the Level of Indonesian Coffee Commodity Exports Abroad. 1-3.
[10] Manullang, R. (2023). The Effectiveness of Using Instagram Social Media in Branding New Brands on Sunday Night Group Syifah Syariah Communication Science, UPN Veteran East Java. Journal of Communication and Social Sciences, 1(3), 56-68. https://doi.org/10.59581/harmoni-widyakarya.v1i3.877
[11] Brand, P., In, A., & Uu, P. (2016). Utilization of social media as marketing communication for alfateema brand in the perspective of uu ite 1. 1-13.
[12] Annisa, R., & Auliya, A. (2020). the Role of Social Media in the Marketing Strategy in the Hotel Indonesia Group. Journal of Indonesia Tourism and Policy Studies, 5(1). https://doi.org/10.7454/jitps.v5i1.159
[13] Diandra, D., & W.S, P. (2022). The Role of Whatsapp Application in Marketing: State of The Art. Journal of Madani Management and Business, 4 (2). https://doi.org/10.51353/jmbm.v4i2.589
[14] Budiman, H. (2017). The Role of Information and Communication Technology in Education. Al- Tadzkiyyah: Journal of Islamic Education, 8(1). https://doi.org/10.24042/atjpi.v8i1.2095
[15] Kasmawi, K., Mansur, M., & Fitri, D. A. (2018). Product Promotion Information System: Study on Small and Medium Enterprises in Bengkalis Regency. Digital Zone: Journal of Information and Communication Technology, 9 (1). https://doi.org/10.31849/digitalzone.v9i1.999
[16] Suryani, P. S. M., Linawati, L., & Saputra, K. O. (2019). Use of Naïve Bayes Classifier Method on Sentiment Analysis of Indonesian Language Facebook. Scientific Magazine of Electrical Technology, 18(1). https://doi.org/10.24843/mite.2019.v18i01.p22
[17] Mustari, N., Suardi, W., & Syukri, U. (2022). Social Media Sentiment Analysis: E-Catalog Implementation in Goods and Services Procurement in Indonesia. PRAJA: Scientific Journal of Government, 10(3). https://doi.org/10.55678/prj.v10i3.702
[18] Sudarti, K., & Wardhiani, O. (2021). THE ROLE OF INTERACTION CAPABILITIES AND SHARED VALUE CREATION TO IMPROVE MARKETING PERFORMANCE. Journal of Business Economics and Entrepreneurship, 10(3). https://doi.org/10.26418/jebik.v10i3.45790
[19] Djatnika, T., & Gunawan, A. I. (2021). Perspective of Social Media Adoption as an Implementation of Customer Relationship Management (CRM) Technology in MSMEs. Bhakti Persada, 7(2), 78-87. https://doi.org/10.31940/bp.v7i2.78-87
[20] Mulyana, I. J., & Mulyono, J. (2022). Identification and Analysis of User Desires of College Graduates Using Fuzzy Quality Function Deployment (FQFD). Journal of Integrated System, 5(1). https://doi.org/10.28932/jis.v5i1.4670
[21] Julia, A., Matunni'mah, K., Yulianti, N. S., & Hardini, R. (2022). Love is Blinding: Moderating Mediation of Social Influence and Brand Ambassadors on Brand Love and Purchase Intention. Oikonomia: Journal of Management, 18(2) https://doi.org/10.47313/oikonomia.v18i2.1556
[22] Fernando, F., & Handoyo, S. E. (2022). The Effect of Digital Literacy, Social Media, and e- Commerce on Student Entrepreneurship Decisions. Journal of Managerial and Entrepreneurship, 4(1). https://doi.org/10.24912/jmk.v4i1.17171
[23] Rizki isnanda, E. (2018). Analysis of the Use of Social Media to Support Marketing of MSME Products (Case Study of Subang Regency, West Java). Journal of Community Service, 1-5 http://journal.unpad.ac.id/pkm/article/view/20445
[24] Lashwaty, N. D., & Widiati, I. S. (2022). Analysis of the Use of Social Media as a Marketing Strategy among Young Entrepreneurs. Pamator Journal: Scientific Journal of Trunojoyo University, 15(2), 277-288. https://doi.org/10.21107/pamator.v15i2.14106
[25] Nabila, S., Jakarta, U. N., Wolor, C. W., Jakarta, U. N., Jakarta, U. N., & Timur, K. J. (2024). Analysis of Brand Image Through Instagram Social Media Branding Strategy of Jakarta State University. 2(1).
[26] Zulkarnain, A. A. (2023). Exploiting Similarities as Internationalization Strategy: A Case of MR.DIY Successful Expansion into the Indonesian Market. Journal of International Relations, 16(1), 108-128.
[27] Muflichah, I., & Muslichah, I. (2022). Analysis of the Effect of Brand Social Media Content Quality on Brand Awareness and Purchase Intention for Muslim Fashion Brands. Selekta Manajemen: Journal of Business & Management Students, 01(06), 251-272.https://journal.uii.ac.id/selma/article/view/27396%0Ahttps://journal.uii.ac.id/selma/article /download/27396/14730
[28] Amin, M., Nasution, A. P., Sambodo, I. M., Hasibuan, M. I., & Ritonga, W. A. (2021). Analysis of the Effect of Social Media Marketing on Online Product Purchase Intention with Customer Relationship Management and Brand Equity as Mediating Variables. Ecobisma (Journal of Economics, Business and Management), 8(1), 122-137. https://doi.org/10.36987/ecobi.v8i1.2443
[29] Syaipudin, L., & Awwalin, I. N. (2022). Promotion Strategy Through the Utilization of Instagram Social Media in Increasing Sales at Home Industry Baso Aci Mahira Lamongan. Sanskara Management and Business, 1(01), 31-42. https://sj.eastasouth- institute.com/index.php/smb/article/view/22
[30] Pramesti, F., Wibawa, B. M., & Sinansari, P. (2020). Analysis of Social Media Platform Prioritization on SME Marketing Performance: Case in Surabaya City. ITS Journal of Science and Arts, 9(1). https://doi.org/10.12962/j23373520.v9i1.50604
[31] Damayanti, S., Chan, A., & Barkah, C. S. (2021). The Effect of Social Media Marketing on Brand Image of My Pangandaran Tour and Travel. Journal of Management Science, 9(3), 852- 862. https://doi.org/10.26740/jim.v9n3.p852-862
[32] Nanda, C. S. (2022). Analysis of Marketing Communication in Building Brand Image through Instagram Social Media (Case Study on Kopiria Samarinda). Journal of Business Administration FISIPOL UNMUL, 10(2), 166. https://doi.org/10.54144/jadbis.v10i2.8337