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Valentino Aris
Universitas Negeri Makassar
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Journal : Fundamental and Applied Management Journal

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Analyzing Digital Marketing in Indonesia Online Transportation Sector: A Social Network, Sentiment, and Topic Analysis Aris, Valentino; Asizah, Andi Balqis Mutiara
Fundamental and Applied Management Journal Vol. 4 No. 1 (2026): Fundamental and Applied Management Journal
Publisher : Global Research Collaboration

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.66314/famj.v4i1.190

Abstract

This study aims to evaluate the effectiveness of Grab’s digital marketing strategy in Indonesia’s online transportation sector using a Social Media Network Analysis approach. Data were collected from the social media platform X (formerly Twitter) through web scraping of relevant hashtags and keywords, followed by cleaning to remove irrelevant content. The analysis, conducted using Gephi, examined network structure through metrics such as degree centrality, betweenness centrality, closeness centrality, modularity, and community detection. Results reveal that @grabid is the primary conversation hub with high degree centrality, indicating dominance in information dissemination. The network exhibits two major communities, centered on Grab and Gojek, reflecting narrative competition in the industry. Modularity analysis (score = 0.438) indicates moderately distinct communities, presenting opportunities for targeted marketing. Betweenness centrality findings highlight a small number of strategic connectors, while closeness centrality suggests efficient network connectivity with a small-world property. These insights underscore the potential of SNA to identify key influencers, optimize message dissemination, and strengthen brand positioning. Content analysis revealed that the majority of consumer discussions carried a positive sentiment. The study contributes to digital marketing literature by demonstrating SNA’s utility in mapping brand-related social media interactions and offers practical recommendations for data-driven campaign strategies.
Co-Authors ADAWIYAH ASTI KHALIL Ahmad Salman Akram, Andi Muhammad Luthfi Al Fadila, Nadila Al Resky, Muh. Ibnu Ammar Alamsyah, Adelya Putri Amaluddin Fatih Ghurron Amin, Putri Rabiatul Adha Andi Nur Baumassepe Andi Nuralvianti Andi Ruslan Andika Isma Anggi Kemalasari Arief, Nur Haliza A. Arini Lestari Aris Aris, Arini Lestari Ashdaq, Muh. Ashdaq, Muhammad Asizah, Andi Balqis Mutiara Asmayanti Asmayanti ASMAYANTI, ASMAYANTI Asmirani, Sri Azisah, Andi Balqis Mutiara Aziza, Andi Nurfadilla Bambang Irawan Corrs, Anaway Alnajah Fadlurahman, Hannan Fajar, Andi Faiha Alya Fitriyah R, Ulfah Hamzah, Qardawi Haris Maupa Hermanto, Andi Hidayat, Muhammad Akmal Husni Mubarak Islamiah, Farida Jamil, Muh. Jufri, Muh. Anugrah Julius Jillbert Kemalasari, Andi Anggi Lestari, Arini Lindasari, Lindasari Mandasari, Nur Fitriayu Masud Mubarak, Muhammad Fadel Muflih Ramadani, Rizky Inayah Muh. Ibnu Mibun Muh. Jamil Muh. Jamil Muhamad, Lili Fadli Muhammad Ashdaq Muhammad Ashdaq Muhammad Jamil Muhammad Jamil Muhammad JAMIL Muhammad Jufri Muhammad Rakib Muhammad Rakib Muhammad Rakib Muhammad Reza Zadillah Putra Muhammad Syarif, Muhammad Muhammad Taufik MUHAMMAD TAUFIK Muhammad Taufik Muhammad, Fadil Najib, Marhawati Nandita, Nandita Ningsih, Selly Kudrati Novita Nugroho, Bambang Prihantoro Nur Fitriayu Mandasari Nur Salam Nurfadillah, Rezky Nurfitriayu Mandasari Nurhaliza, Siti Rahma Prameswari, Gusti Ayu Sri Adinda Pratiwi, Dwi Apriani Raden Mohamad Herdian Bhakti Rahmatillah, Andi Aisyiah Rahmatullah Rezky Nurfadillah Rina Amelia Rizal Bakri Ruslan, Andi Rusmiati Rusdam Salombe, Stefan Novaldi Sobirov, Bobur Sri Asmirani Suherlan Sumiati Tahir Syahrif, Airul Syahrul Syahrul Syam, Agus Syamsu Alam SYAMSU ALAM Tahir, Sumiati Taufiq, Maura Sabrina Zaid, Nurmalianti