ANALISIS MEDIA MONITORING BRAND KHONG GUAN PADA LEBARAN 2024 PERIODE 23 MARET - 22 APRIL 2024
DOI:
https://doi.org/10.35842/massive.v4i1.112Abstract
Industri biskuit di Indonesia terus mengalami perkembangan signifikan. Dengan nilai ekspor yang tumbuh hinga 704 juta dolar AS, Kemenperin optimis performa industri biskuit di Indonesia akan terus meningkat setiap tahunnya. Salah satu brand biskuit yang sudah lama berada di pasar Indonesia adalah Khong Guan. Khong Guan kerap dijuluki sebagai “Biskuit Khas Lebaran†karena perolehan market share Perusahaan mencapai 50% dan menjadi top of mind di Masyarakat selama periode Lebaran. Hal tersebut mendorong perlu adanya media monitoring sebagai bentuk usaha pelacakan dan pemantauan insights brand dan produk di internet. Metode penelitian menggunakan deskriptif kuantitatif dengan memanfaatkan media monitoring analytical tools yaitu Brand24. Data yang dihimpun berasal dari portal berita/news, situs web, forum, dan blog. Penelitian ini bertujuan untuk mengetahui keberadaan brand Khong Guan saat Lebaran 2024. Hasil penelitian menunjukkan engagement media terhadap brand Khong Guan paling tinggi terjadi ketika periode Lebaran.
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