Komparasi popularitas brand terhadap maskapai domestik berbiaya rendah pada libur lebaran 2025

Azqya Arrazi Azwa; Zenaia Khalila Athallah; Aisha Devasha Nurdin; Syahwa Keyfa Afani; Nasywa Amany

doi:10.24198/comdent.v3i1.62990

Komparasi popularitas brand terhadap maskapai domestik berbiaya rendah pada libur lebaran 2025

Azqya Arrazi Azwa, Zenaia Khalila Athallah, Aisha Devasha Nurdin, Syahwa Keyfa Afani, Nasywa Amany

Abstract

Latar Belakang: Maskapai penerbangan merupakan salah satu moda transportasi yang mengalami peningkatan minat beli yang cukup tinggi pada momentum Hari Raya Idul Fitri 2025. Tujuan: untuk mengetahui dan menganalisis volume percakapan dan sentimen terhadap lima maskapai yang beroperasi di Indonesia pada periode Hari Raya Idul Fitri 2025 dengan biaya relatif rendah yaitu AirAsia, Batik Air, Citilink, Lion Air, dan Super Air Jet. Metode: analisis deskriptif kuantitatif dengan pendekatan positivisme. Data dikumpulkan dari percakapan dan pemberitaan yang berasal dari media sosial X, TikTok, dan kanal berita dengan menggunakan alat media monitoring, yaitu Brand24 untuk melihat mention, reach, dan sentimen setiap brand maskapai. Hasil: penelitian menunjukkan setiap brand memiliki pola popularitas yang berbeda-beda karena dipengaruhi oleh respons publik terhadap setiap brand selama periode monitoring. Kelima maskapai yang diteliti mengalami fluktuasi dalam jumlah mention dan reach sepanjang periode mudik Hari Raya Idul Fitri dengan sentimen netral dari setiap brand maskapai sebagian besar didapatkan dari berita, sentimen negatif sebagian besar didapatkan dari media sosial X, dan sentimen netral tersebar di antara platform X, TikTok, dan berita. Hasil Penelitian ini juga menunjukkan bahwa popularitas brand maskapai penerbangan pada periode Hari Raya Idul Fitri 2025 disebabkan oleh pengalaman pelanggan dan strategi komunikasi yang dilakukan oleh maskapai terkait.

Keywords

Brand24; maskapai domestik; media monitoring; mudik lebaran; popularitas brand

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DOI: https://doi.org/10.24198/comdent.v3i1.62990