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All Journal Indonesian Journal of Islam and Muslim Societies MUQTASID Jurnal Administrasi Bisnis (JABis) Perisai : Islamic Banking and Finance Journal al-Uqud : Journal of Islamic Economics Journal of Economic, Bussines and Accounting (COSTING) Muqtasid: Jurnal Ekonomi dan Perbankan Syariah Journal of Economic, Management, Accounting and Technology (JEMATech) Efektor Inovasi: Jurnal Ilmiah Ilmu Manajemen Jurnal Administrasi dan Manajemen Jurnal Manajerial JENIUS (Jurnal Ilmiah Manajemen Sumber Daya Manusia) Dinasti International Journal of Education Management and Social Science Revitalisasi : Jurnal Ilmu Manajemen Management Studies and Entrepreneurship Journal (MSEJ) Jurnal Ilmiah Manajemen Kesatuan Jurnal E-Bis: Ekonomi Bisnis JOURNAL OF BUSINESS AND ECONOMICS RESEARCH (JBE) Academia Open Indonesian Journal of Cultural and Community Development Indonesian Journal of Law and Economics Review Jurnal Disrupsi Bisnis Jurnal Ilmu Manajemen Advantage Indonesian Journal of Innovation Studies Indonesian Journal of Public Policy Review Indonesian Journal of Islamic Studies Journal of Islamic and Muhammadiyah Studies Jurnal Ilmiah MEA (Manajemen, Ekonomi, dan Akuntansi) Paradoks : Jurnal Ilmu Ekonomi Research Horizon Innovative Technologica: Methodical Research Journal Journal Pemberdayaan Ekonomi dan Masyarakat Journal of Economics and Economic Policy Journal of Micro, Small and Medium Enterprises Ulil Albab Jurnal Ilmu Manajemen
Kumara Adji Kusuma
Universitas Muhammadiyah Sidoarjo
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Journal : Jurnal Manajerial

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Marketing Strategy Of Fast-Food Restaurants In Indonesia - Sosial Network Analysis On Twitter Fauline Arizka Putri; Rita Ambarwati; Kumara Adji Kusuma
Jurnal Manajerial Vol 10 No 03 (2023): Jurnal Manajerial
Publisher : Program Studi Manajemen Universitas Muhammadiyah Gresik

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30587/jurnalmanajerial.v10i03.5524

Abstract

Background – Fast food restaurants are a culinary business where competition is quite tight, especially in the Covid-19 era. To face competition between restaurants which is quite close, companies must have many strategies, one of which is related to the promotion strategy. Aim – This study aims to compare the marketing strategy content between Mcdonald's and Burger King and identify the focus of discussion of Twitter users on fast food restaurants. Design/ Methodology/ Approach – This research uses a social network analysis (SNA) approach with a qualitative descriptive research type. SNA is a form of social computing that extracts large amounts of data. This research uses secondary data sources from tweets with discussions of McDonal's and Burger King in 2017-2022 with data collection. Findings – The study results show that the marketing strategy related to promos carried out by Mcdonald's is Free Shipping, while Burger King's is Cashback. While on the menu, Mcdonald's innovates on the ice cream menu, and Burger King innovates on the burger menu. The marketing strategy related to taste at Mcdonald's and Burger King showed that the two restaurants had a delicious and delicious taste of the products produced by the two companies on the tongues of consumers Conclusion - Burger King's marketing strategy carried out via Twitter social media is superior to McDonlads' marketing strategy. Research implication –The research results show that Burger King is famous for the promos it provides, namely cashback where the promo can be used again when making subsequent purchases by consumers. Apart from that, the menu at Burger King is also very varied, starting from different colors and shapes of burgers, therefore Burger King can attract other consumers to buy their products. This strategy can be maintained to improve and maintain products at Burger King restaurants. McDonald's is famous for its delicious burgers, so this can increase consumer purchases, this strategy must also be maintained. Limitations – This study focuses on two company brands, namely Mcdonald's and Burger King, in this analysis using three marketing strategy criteria as keywords for data collection. The first keyword is a promo, the second is a menu, and the third is taste.
Co-Authors Abbadiyah, Rifdah Abdul Hadi Abiadiyah, Rifdah Aji, Yovan Khrisna Alshaf Pebrianggara Amelia Khusnul Chotima Amelia, Ananda Mety Amin, Muchammad Iqbal Al Andrianti, Aulia Safira Arini, Yulita Tri Arumalaita, Dina Asfianto, Firda Oktavia Aureliyah Putri, Ladynah Zarrah bin Ramlan, Syafiq Izwan Binti Nordin, Nadhirah Cahyaningrum , Bunga Dyah Chusna, Nisaul Chusnah, Yunia Najachatul Detak Prapanca Dewi Andriani Dewi Andriani Dewi Komala Sari Dhinin Bella Ira Sari Ditya, Dhiki Arta Efendy, Syahril Effendie , Abdul Haris Fandi Ardiansyah Faruq Ahmad Futaqi Fauline Arizka Putri Firdaus, Nala Alifiyah Firdausi Gita Agustiya Firmansyah, Syafril Adin Fitriyah, Yeni Gitania, Ahmita Dwi Harijono, Dyah Alifia Wulandhari Hasan Ubaidillah Herlinda Maya Kumala Sari, Herlinda Maya Kumala Hidayatulloh Ida Wijayanti Ilmi, Samrotul Imam Fauji, Imam Krisnahadi, Muhammad Rajib Kyki Veronica Anggraeni Lestari , Indah Dwi Lilik Indayani Machdani, Muchlis Dzul Maharani, Febi Putri Mas Oetarjo Mashuri, Muchamad Ali Maulana Rizky Widhiarto Misti Hariasih Mochamad Rizal Yulianto Mochammad Fatur Irawan Mohammad Ridho Mubarok Muhamad Nafik Hadi Ryandono, Muhamad Nafik Nugroho, Mukhamad Aditya Bayu Nur Kholidah Nur Rohmah, Aulia Riza Ainun Oetarjo, Mas Oktaviani, Ika Pamungkas, Nur Cahyo Bagas Payapo, Muhammad Sabilal Akbar Praseno, Hadi Putri, Dhita Eka Ananda Rachmadani, Tri Ardha Rifdah Abadiyah Risma Septiani Rita Ambarwati Riyandah, Bayu Rafid Rizki Ragil Pamungkas Rizky Eka Febriansah Rosyihin, Farih Ayu Mukhoirotin Sirojul Umma Sabrina, Herdina Safina, Maria Salsabila Putri Agustina Saputra , Marchelino Tryas Sari, Melani Fitria Devita Setiawan, Mochammad Agung Setyowati, Neni Dwi Riris Sinta Listia Siti Jamilah Siti Nur Hidayati Sobirin, Yusuf Sumartik Syafrianda, Adityan Tai Wai, Khoong Taris Dwi Wulandari Teguh Prasetyo Tiga Andina Tuffah Hati Umniyyah Ubaidillah , Hasan Ubaidillah, Hasan Uswatun Nur Lailiya Utami, Siska Putri Vera Firdaus Vera Firdaus Wahyuma, Nukhi Khusna wahyuni wahyuni Wai, Khoong Tai Walidah, Laili Zana Wibowo, Zurna Arifah Masruri Widi, Yodik Lestyo Wijayanti, Ida Yulianita Dwi Safitri Zaenha, Mochamad Abdi Redani