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All Journal JIEB : Jurnal Ilmiah Ekonomi Bisnis Jurnal Al Azhar Indonesia Seri Ilmu Sosial Journal of Islamic Economics and Philanthropy International Journal Law and Legal Ethics (IJLLE) Journal of Hospitality Accommodation Management Journal Hotspot (jh) Jurnal Pengabdian Masyarakat STIE Surakarta (DIMASETA) Journal of Society Bridge Journal of Commerce Management and Tourism Studies Jurnal of Information Technology and Society (JITS) Social Sciences Insights Journal Research of Islamic Economics (RIE) Jurnal Ilmu Politik dan Studi Sosial Terapan Marketing and Business Strategy Jurnal Ilmiah Multidisiplin Ilmu Indonesian Journal of Applied Accounting and Finance Journal of Sharia Economics, Banking and Accounting Indonesian Tourism Journal LinguaEducare: Journal of English and Linguistic Studies Inflasi : Jurnal Ekonomi, Manajemen dan Perbankan Expert Net: Exploration Journal of Technological Education Trends Alkasb: Journal of Islamic Economics Inventor: Jurnal Inovasi dan Tren Pendidikan Teknologi Informasi Silatene : Jurnal Sosial Humaniora Journal of Economics, Management and Accounting (JEMA) Journal of Economic and Business Jurnal Penelitian Ilmu Pariwisata JEIZA: Jurnal Ekonomi Islam Az-Zain JBIAM AGRONES: JOURNAL OF AGRICULTURE, AGRIBUSINESS WELFARE, TECHNOLOGI, HUMANITY, ENVIRONMENT, SOCIAL AND ECONOMY
Asep Koswara
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Religion Agriculture, Biological Sciences & Forestry Humanities Biochemistry, Genetics & Molecular Biology Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Energy Engineering Environmental Science Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Mathematics Social Sciences Other

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Journal : JBIAM

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Hyperlocal Business Patterns in Indonesia: A Hashtag-Based Machine Learning Study of Top Metropolitan Areas Koswara, Asep
Journal Business Inovation, Accounting and Management Vol 1 No 1 (2025): April 2025
Publisher : Lembaga Riset Penelitian dan PKM Aliansi Manajemen Indonesia

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Abstract

This study explores how hyperlocal businesses in Indonesia's metropolitan areas construct their digital identities through hashtags on social media, specifically Instagram. The research aims to identify spatial and sectoral variations of digitally expressed business activity by analyzing the top 30 hashtags from five major cities: Jakarta, Bandung, Surabaya, Yogyakarta, and Medan. Data was collected via Tagsfinder.com and classified using a supervised machine learning model based on the frequency-inverse document frequency (TF-IDF) to distinguish business-related hashtags from non-business ones. The results show that out of 150 total hashtags, 42.7% were classified as business-related, with Bandung showing the highest proportion (56.6%) and Yogyakarta the lowest (20%). Sectorally, Bandung stands out in fashion and apparel, while Medan shows strong presence in the jewellery sector (e.g., #cincinnikah, #cincinmedan) and Surabaya with culinary sector. These findings affirm previous literature on hashtags as proxies for economic activity and address a significant research gap in the Global South context. In conclusion, social media hashtags serve not only as tools for promotion but also as spatial and cultural markers of urban business identity, providing new insights for digitally mapping hyperlocal urban economies in Indonesia.
Co-Authors Deny Hadi Siswanto Lina Herlina Neni Kurniawati Siti Marpuah, Siti Tarso Tarso