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All Journal Jurnal Algoritma JAIS (Journal of Applied Intelligent System) Jurnal Proaksi Jurnal E-Bis: Ekonomi Bisnis Jurnal Algoritma Malcom: Indonesian Journal of Machine Learning and Computer Science JUTI "JURNAL TEKNOLOGI INFORMASI" RISTEC : Research in Information Systems and Technology
Fikri Fahru Roji
Universitas Garut
Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Social Sciences

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Journal : Jurnal E-Bis: Ekonomi Bisnis

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Analisis Sentimen Terhadap Citra Merek Starbucks Pada Media Sosial Twitter Lusiana Nur Safitri; Nurhasan, Rohimat; Roji, Fikri Fahru
Jurnal E-Bis Vol 8 No 1 (2024): Vol. 8 No.1 2024
Publisher : Politeknik Piksi Ganesha Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37339/e-bis.v8i1.1610

Abstract

Brand image represents consumers' belief in a particular brand, forming their associations and perceptions. The shift from traditional to modern society due to globalization driven by technological advances has changed lifestyles. This transformation highlights the impact of Starbucks in introducing a new coffee culture to Indonesian consumers. The research methodology used is sentiment analysis using the VADER approach and Twitter as the main data source. The goal is to gain a deeper understanding of public sentiment towards the starbucks brand image on twitter social media. The observation results of this research show that many people use twitter as a medium to express various kinds of perceptions or sentiments, be it positive, neutral, and negative reviews. The findings of the sentiment analysis revealed that most of the people's responses were still neutral, with no positive or negative tendencies. By understanding the relationship between brand image and sentiment analysis, companies can take strategic steps to strengthen their brand image and positively influence consumer sentiment.
Co-Authors Anak Agung Ketut Sudharmawan Anggraeni, Windi Ariesti Bekti, Surya Garian Dea Nurmastin Novianti Dede Hendrik Dede Hendrik Dendi Ramdani Dewi Tresnawati Dinar Rahayu Dinar Rahayu Diqy Fakhrun Shiddieq Eri Satria Evi Puspita Fakhrun Shiddieq, Diqy Gusdiana, Ridian Indri Tri Julianto Krisnawanti Lusiana Nur Safitri Moch. Rizky Cahyadiputra Muslim Alkautsar Nava Gia Ginasta Nurhasan, Rohimat Puspita, Evi Rahmawati . Ridian Gusdiana Ridwan Setiawan Ridwan Setiawan Riyad Sabilul Muminin Salman Fariz Shiddieq, Diqy Fakhrun Surya Garian Bekti Wati Susilawati Wildan Hidayatul Hamdi Wufron Wufron Yayan Cahyan Yayan Cahyan Yayan Cahyan