IMPLEMENTASI WEB CRAWLING UNTUK MENGUMPULKAN TWEETS TERKAIT PRODUK PERIKANAN OLAHAN YANG DIMINATI MASYARAKAT
IMPLEMENTATION OF WEB CRAWLING TO COLLECT POPULAR TWEETS ABOUT PROCESSED FISHERY PRODUCTS
DOI:
https://doi.org/10.21776/ub.jfmr.2023.007.02.3Keywords:
Ikan, Pemasaran Online, Produk, Twitter, E-Marketing, Fish, ProductAbstract
Saat ini penggunaan media sosial sebagai sarana pemasaran banyak dilakukan oleh Usaha Mikro, Kecil, dan Menengah (UMKM) untuk mempromosikan produk perikanan. Penggunaan teknologi informasi yang optimal dapat meningkatkan akses pasar untuk promosi digital. Salah satu cara memprediksi produk yang diminati adalah dengan mengetahui produk perikanan olahan yang banyak diperbincangkan pada media sosial. Penelitian ini bertujuan untuk menganalisis data produk perikanan olahan yang popular di sosial media Twitter dengan kata kunci ikan. Pengambilan data opini masyarakat menggunakan teknik web crawling melalui Application Programming Interface (API) Twitter yaitu melakukan pencarian data tweets (kicauan) sesuai kata kunci. Selanjutnya metode pre-processing text mining digunakan mengolah data kicauan yang telah didapat dari media sosial twitter. Hasil distribusi frekuensi menunjukkan bahwa kemunculan kata terkait ikan terbanyak yaitu sambel (338 kata), sambal (330 kata), kerupuk (167 kata), krupuk (147 kata), tepung (136 kata), dan minyak (102 kata). Rekomendasi yang diberikan untuk promosi melalui Twitter adalah pihak pemasaran bisa menambahkan kata yang hampir mirip ketika mempromosikan produk misalnya sambal dengan sambel disebutkan bersamaan dalam satu tweet. Penggunaan kata yang sesuai ini terkait branding produk pada pemasaran online yaitu bagaimana penjual membangun citra kepada konsumen agar produknya dikenal masyarakat dengan memperhatikan penggunaan kata kunci produk olahan perikanan yang sering dibahas di Twitter.
Currently, the use of social media as a marketing tool is carried out by Small and Medium-sized enterprises (SMEs) to promote fishery products. Optimal use of information technology can increase market for digital promotion. The products are the most talked means consumers are more interested. This study provides insight of processed fishery product that is popular on Twitter. Collecting public opinion data using a web crawling technique through the Twitter API, which is search for tweets using fish as a keyword. Furthermore, the pre-processing text mining method used to process the tweets that has been obtained from the Twitter. The distribution results shows that the most occurrences of words that relate to fish are sambel (338 words), sambal (330 words), kerupuk (167 words), krupuk (147 words), tepung (136 words), and minyak (102 words). Recommendation for promotion through Twitter is seller can add words that are almost similar when promote their products, such as sambal with sambel together in one tweet. The use of this appropriate word is related to product branding in e-marketing. It is means that the product is known to the public by use of fishery product keywords that are often discussed on Twitter.
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