Analisis komparatif popularitas merek mobil di media sosial selama periode mudik lebaran

Safinatun Nihayah, Zahra Azzah Anenta, Tazkia Nailah Yudi, Risma Amalia Putri, Nurul Sevira Juliyanti

Abstract


Latar Belakang: Mudik lebaran merupakan tradisi penting di Indonesia yang berdampak signifikan pada sektor otomotif, khususnya permintaan mobil. Namun, penelitian yang menganalisis popularitas merek mobil secara komparatif menggunakan data media sosial real-time selama periode mudik masih terbatas, sehingga terdapat kesenjangan dalam pemahaman perubahan popularitas merek, sentimen publik, dan peran influencer selama periode tersebut. Tujuan: Penelitian ini bertujuan untuk menganalisis dan membandingkan popularitas lima merek mobil utama di Indonesia—Daihatsu, Honda, Mitsubishi, Suzuki, dan Toyota—selama periode (menjelang dan pasca) mudik lebaran menggunakan data Brand24 dari media sosial X, TikTok, dan YouTube, serta mengidentifikasi perbedaan sentimen publik dan peran influencer terhadap popularitas merek. Metode: Metode kuantitatif dengan pendekatan deskriptif komparatif digunakan untuk menggambarkan dinamika interaksi konsumen dengan merek selama periode 11 Maret hingga 9 April 2025. Data dikumpulkan secara real-time melalui platform Brand24 yang memantau brand mentions, sentimen publik, dan aktivitas influencer di media sosial. Hasil: Hasil penelitian menunjukkan Honda dan Toyota mendominasi percakapan dengan jumlah mentions dan reach tertinggi, terutama di YouTube. Sentimen publik mayoritas positif, meskipun terdapat sentimen negatif yang signifikan pada Honda, menandakan tantangan dalam pengelolaan persepsi konsumen. Influencer seperti Jagger Auto Gallery berperan dalam memperkuat eksposur dan membentuk opini positif terhadap merek. Penelitian ini menegaskan pentingnya pemantauan media sosial real-time dan peran influencer dalam strategi pemasaran otomotif yang adaptif dan responsif terhadap perubahan pasar.


Keywords


Influencer; media sosial; otomotif; popularitas merek; sentimen publik

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DOI: https://doi.org/10.24198/comdent.v3i1.62948

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