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Journal : Jurnal Komunikasi Global

Red and White Never Looked So Good: Social Media Monitoring of Erspo via Brand24 Shaffira, Nadya; Setianti, Yanti; Warta, Waska
Jurnal Komunikasi Global Vol 14, No 1 (2025)
Publisher : Program Studi Ilmu Komunikasi FISIP Universitas Syiah Kuala

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24815/jkg.v14i1.42630

Abstract

Erspo, the newly appointed official apparel supplier for the Indonesian National Football Team, has gained widespread attention. The role of social media influencers, particularly on platforms like TikTok and X has significantly amplified the brands visibility. By using Agenda Setting Theory, this study aims to analyze Erspos brand image amid public opinion through media monitoring and sentiment analysis using Brand24. This quantitative study collected data from social media and online media during the period 15 October to 15 November 2024, focusing on how frequently and widely the brand is discussed, and how public sentiment is distributed. The results show that 55% of the sentiment was positive, dominated by appreciation for the jersey design and Erspos role as the official apparel of the Indonesian National Team. Meanwhile, 45% of the sentiment was negative, triggered by complaints about product quality and a controversial statement from the national team coach. TikTok recorded the highest reach (2.78 million users), while X generated the most mentions (375 mentions). Public discussion was driven by three major issues, including product quality, team performance, and sports governance. This study concludes that brand reputation is highly influenced by issue salience and content frequency across platforms.Erspo, yang baru saja ditunjuk sebagai pemasok resmi apparel Tim Nasional Sepak Bola Indonesia, telah menarik perhatian luas. Peran influencer media sosial, terutama di platform seperti TikTok dan X, secara signifikan meningkatkan visibilitas merek ini. Dengan menggunakan Teori Agenda Setting, penelitian ini bertujuan untuk menganalisis citra merek Erspo di tengah opini publik melalui pemantauan media dan analisis sentimen menggunakan Brand24. Penelitian kuantitatif ini mengumpulkan data dari media sosial dan media daring selama periode 16 Oktober hingga 15 November 2024, dengan fokus pada seberapa sering dan luas merek tersebut dibahas, dan bagaimana sentimen publik didistribusikan. Hasil penelitian menunjukkan bahwa 55% sentimen bersifat positif, didominasi oleh apresiasi terhadap desain jersey dan peran Erspo sebagai apparel resmi Timnas Indonesia. Sementara itu, 45% sentimen bersifat negatif, dipicu oleh keluhan tentang kualitas produk dan pernyataan kontroversial dari pelatih timnas. TikTok mencatat jangkauan tertinggi (2,78 juta pengguna), sementara X menghasilkan mention terbanyak (375 mention). Diskusi publik didorong oleh tiga isu utama, yaitu kualitas produk, kinerja tim, dan tata kelola olahraga. Penelitian ini menyimpulkan bahwa reputasi merek sangat dipengaruhi oleh saliensi isu dan frekuensi konten di seluruh platform.
Co-Authors Abdul Rahman Abin Syamsudin Adi Sopian Adjat Sudrajat Agus Mulyanto Agus Mulyanto Aida, Depon Nurul Amalia, Rosemila Amir Supriatna Anwar, Dini Daraini Apip, Moch. Ardani Achmad Arianti, Vera Desi Arie Gifary Arifin, Nur Rizqi Aris Munandar Arman Tirtajaya Asep Mahpudin Bagaskoro Barlian, Ujang Cepi Berliana Berliana Bustomi Bustomi Catur Galuh Ratnagung Cucu Maspikah Cucu Suwandana Dadang Suherman Dadang Suherman Dadang Suherman Daeng Arifin Dahtiar, Dadan Damai Yanti Daris Yolanda Sari Dede Rohayati Deni Hadiansah Deni Tirta Pawana Putra Dian Rifia Jaya Didin Wahidin Dita Humaeroh Edyana Samsudin Eka Abdul Hamid Elfrida Ratnawati Elistiana Wulan Sari Ella Dewi Latifah Enco Mulyasa Endang Komara Endri Hendrayana Eneng Robi’ah Eni Furwanti Enjang Warman Entuy Kurniawan Erfizal Fikri Yusmansyah Ervin Aulia Rachman Erwin Firdaus Farid, Mahmud Fauzi, M. Asif Nur Fetty Budi Arifani Fikron Fikron Firmansyah Firmansyah Fitriyanti, Ida Farida Habaib, Muhammad Halomoan Marpaung Hanafiah Hanafiah Hartanto Hartanto Hasanah, Rohmat Haura Karlina Hayaturrohman, Hayaturrohman Hendi Suhendraya Muchtar Hendra Cipto Hendro Prasetyo Husen Saeful Insan Ida Farida Fitriyani Ida Tejawiani IdaTejawiani IFAH KHADIJAH, IFAH Iim Karimah Iim Wasliman Iis Suryani Ikke Kurniati Ilyas, Aa Aman Abdur Rahman M. Indri Lastriyani Iriantara, Yosal Irman Irman Islamiyathi, Winna Iwan Asmadi Iwan Setiawan Jabar, Reny Jamilah Muryati Jam’an, Paojan Janaenah, Janaenah Kaniati, Nia Karlina, Haura Kartono Komara Nur Ikhsan Kurniati, Ikke Kustasi Kustasi L. Lisnawati Lastriyani, Indri Latifah, Ella Dewi Lia Yulisma, Lia Lidiawati Lisnawati Lisnawati Listianti, Listianti M. Asif Nur Fauzi Margono Margono Maylani, Fitriyah Muhammad Amin Muhammad Firman Muhammad Rifai Muhammad Sularno Muzahir Bin Mohamad N.Yaqin N.Yaqin Nanang Wardhana Nanin Apriani Napitupulu, Daniel Naufal Hilmizen Neneng Yety Hanurawaty Nisa, Zakia Hary NOVIYANTI Nurali Nurmalasari, Iis Nurmuminah, Ina Nurzakiyah, Lia Osman Manalu palupy, veranita intan Panji Pratama Pepen Supendi Pujawardani, Hani Hadiati Puteri Norliana Binti Megat Ramli Rachmat Setiawan Rahayu, Sari Rahman, M. Abd. Ramadhanty, Ghina Randi Ramlan Rangkuti, Ismaliyah Yusuf Raudlatul Munawarah Retno Anisa Larasati Revita Yanuarsari Rianti Cahyani Rini Susilowati Risa Fita Hapsari Rita Sulastini Rita Sulastini Romdah Romansyah, Romdah Rosinawati, Dian Rosmani Sinaga Rostini, Deti Rosyid Rosyid Rukhaida, Ida S, Usanto Saadah, Endah Saiful Bahri Sajidin Sak Khie Sak Khie11 Salinan Salut Muhidin Samsudin Samsudin Santy Christinawati Sari Rahayu Saripudin, Ayip Sauri, R Supyan Sayid Muhammad Rifqi Noval Selvia Ruyatus Saefullah Sepryhatin Dioputra Shaffira, Nadya Sidabutar, Janpristiwandi Sidiq Aulia Rahman Siregar , Dannerd Wilfried Slametno Slametno Sobari Sobari Sofayantina, Yanti Sofyan Sauri Sofyan Sauri Sofyan Sauri Sopandi, Uus Sopian, Adi Sri Mustika Sri Wanto Sucahyo, Nur Suganda, A. Sukamto sukri Sukri, sukri Sulastriningsih, Kursih Supendi Supendi Supriatna, Acep Suryadi, Toto Sutaryat Trisnamansyah Sutaryat Trisnamansyah Syafriadi Syafriadi Syam, Rifqi Zaeni Achmad Tansah Rahmatullah Tatang Permana, Tatang Tb. Abin Syamsudin Tb. Abin Syamsudin Tirtajaya, Arman Toto Sunarto Trenggana, Sopian Tubagus Aditia Albar Ujang Cepi Ujang Cepi Barlian Ujang Cepi Barlian Umronih, Dewi Usanto Usanto Usanto, Usanto virgo, Agus Wahidin, Didin Wasliman Wasliman Wawan Hermawan Wibowo, Agung Hardianto Yanti Krismayanti Yanti Setianti Yanti, Setianti Yasin Yasin Yasyfi Afazani Yosephina Ardiani Septiati Yoseptry, Ricky Yosi Oktri Yufi Mohammad Nasrullah, Yufi Mohammad Zakia Hary Nisa