Dinamika Komunikasi Bisnis Digital dalam Kampanye Marketplace di Media Sosial: Analisis Interaksi Pengguna Berbasis Social Network Analysis

Authors

  • Widiya Avianti Universitas Winaya Mukti
  • Hilman Abdurrahman Universitas Winaya Mukti
  • Pupu Sri Andriyani Universitas Nurtanio
  • Intan Yuniar Putri Sukanda Universitas Nurtanio
  • Iseu Nur Latifah Universitas Nurtanio

DOI:

https://doi.org/10.55123/mamen.v5i2.7834

Keywords:

Digital Business Communication, Marketplace, Social Media, Nvivo, Social Network Analysis

Abstract

Digital transformation in the trade sector has encouraged marketplaces to utilize social media as a primary medium for business communication and marketing activities. Promotional campaigns such as discounts, free shipping, shopping vouchers, and flash sales are widely used strategies to attract consumer attention and increase user engagement within the online shopping ecosystem. This article aims to analyze how digital business communication is implemented in marketplace marketing campaigns on social media, identify communication barriers that occur, and understand patterns of user interaction in digital conversations. The study employs a qualitative descriptive approach using Social Network Analysis and NVivo software to process data from social media conversations related to marketplace promotional campaigns. The analysis reveals that user discussions are dominated by price promotion themes, particularly discounts and free shipping, which play a major role in attracting consumer interest. In addition, consumer trust and shopping experience emerge as important factors that strengthen user engagement in digital interactions. These findings indicate that the effectiveness of business communication in marketplace marketing depends not only on promotional intensity but also on the platform’s ability to build consumer trust and provide a positive shopping experience within the digital commerce ecosystem.

Downloads

Download data is not yet available.

References

Alif, M. (2023). Digital Marketing Communication Strategy In The Social Commerce Era. Journal Of Modern Marketing, 8(2), 112–125.

Amijaya, D. T., Ahmadi, R. S., & Avianti, W. (2026). Metode Penelitian Bagi Mahasiswa Dan Umum. CV Media Sains Indonesia.

Aprianti, D., & Avianti, W. (2023). How Does Electronic Word Of Mouth (E-Wom) And Price Affect Purchasing Decisions? Innovation Business Management And Accounting Journal, 2(4), 227–232.

Avianti, W., Wahyudi, Martin, A., Jumali, Andriyani, N., Prihatiningsih, D., Misesani, D., Fahrudin, & Yufrinalis, M. (2023). Metode Penelitian (Dasar Praktik Dan Penerapan Berbasis ICT). PT. Mifandi Mandiri Digital.

Borgatti, S. P., Everett, M. G., Johnson, J. C., & Agneessens, F. (2024). Analyzing Social Networks (3rd Ed.). Sage Publications.

Bratawisnu, M. K., & Alamsyah, A. (2019). Peran E-Commerce Dalam Perkembangan Ekonomi Digital Di Indonesia. Indonesian Information System Journal, 4(2), 45–54.

Chaffey, D., & Ellis-Chadwick, F. (2019). Digital Marketing: Strategy, Implementation And Practice (7th Ed.). Pearson Education.

Darmawan. (2024). Komunikasi Bisnis. Bumi Aksara.

Fill, C., & Turnbull, S. (2019). Marketing Communications: Discovery, Creation And Conversations (8th Ed.). Pearson Education.

Fitria, D. N., & Avianti, W. (2024). Kualitas Pelayanan Dan Harga Meningkatkan Kepuasan Pelanggan. Modena: Multidisiplinary Of Management Journal, 1(1), 74–89.

Genoveva, G., Ahyadi, H., & Ariestiningsih, E. (2021). Marketplace Sebagai Media Pertemuan Penjual Dan Pembeli Secara Online. Jurnal Manajemen Bisnis Digital, 3(1), 12–21.

Kaplan, A. M., & Haenlein, M. (2012). Social Media: Back To The Roots And Back To The Future. Journal Of Systems And Information Technology, 14(2), 101–104. Https://Doi.Org/10.1108/13287261211232126

Kotler, P., & Keller, K. L. (2016). Marketing Management (15th Ed.). Pearson.

Kusumawardhani, T., Fierda Sarpangga, Diah Fatma Sjoraida, Hamka, & Sunardi. (2023). Pengaruh Kualitas Pelayanan, Komunikasi Pemasaran Dan Kepercayaan Terhadap Loyalitas Pelanggan Pengguna Shopee. JEMSI (Jurnal Ekonomi, Manajemen, Dan Akuntansi), 9(6), 2598–2605. Https://Doi.Org/10.35870/Jemsi.V9i6.1700

Latifah, E. S., & Avianti, W. (2023). Faktor-Faktor Yang Mempengaruhi Kepuasan Pelanggan JNE Agen Cibatu Kabupaten Purwakarta. Jurnal Bisnis, 11(1), 109–126.

Laudon, K. C., & Traver, C. G. (2020). E-Commerce: Business, Technology, Society (16th Ed.). Pearson Education.

Mitei, E., & Ghanem, T. (2020). Leveraging Social Network Analysis To Explore Obesity Talks On Twitter. 2020 IEEE International Conference On Big Data (Big Data), 3563–3572. Https://Doi.Org/10.1109/Bigdata50022.2020.9377798

Muafiq, F., Almunawwaroh, M., Lesmana, A. Y., Permana, H. J., Rahmat, Rusdiana, A., Anam, C., Mumu, S., Azizah, R., Shafitranata, Rachman, Z., Octavia, R., & Avianti, W. (2023). Manajemen Pemasaran. PT. Mifandi Mandiri Digital.

Pratama, M. (2021). Efektivitas Pesan Persuasif Pada Media Sosial Tiktok. Jurnal Riset Komunikasi, 4(3), 210–225.

Rahman, M. A., Monica, A., & Achmad, Y. F. (2023). Literature Review: Kualitas Pelayanan Dan Kepuasan Pelanggan Pada Produk E-Commerce. Ekonomi Bisnis, 29(2), 78–89.

Sari, N., & Wijaya, A. (2023). Interaktivitas Live Streaming Commerce Terhadap Loyalitas Pelanggan Fashion. Jurnal Komunikasi Digital, 7(2), 76–90.

Smith, A. N., Fischer, E., & Yongjian, C. (2012). How Does Brand-Related User-Generated Content Differ Across Youtube, Facebook, And Twitter? Journal Of Interactive Marketing, 26(2), 102–113. Https://Doi.Org/10.1016/J.Intmar.2012.01.002

Tiago, M. T. P. M. B., & Veríssimo, J. M. C. (2014). Digital Marketing And Social Media: Why Bother? Business Horizons, 57(6), 703–708. Https://Doi.Org/10.1016/J.Bushor.2014.07.002

Wahyono, D., Windarto, G. J., Tulim, A., Suprihartini, Y., & Taryana, T. (2023). Pengaruh Komunikasi Pemasaran, Kepercayaan Dan Kepuasan Terhadap Loyalitas Pelanggan Pada Marketplace Shopee. JEMSI (Jurnal Ekonomi, Manajemen, Dan Akuntansi), 9(5), 1983–1990.

Downloads

Published

2026-04-15

How to Cite

Widiya Avianti, Hilman Abdurrahman, Pupu Sri Andriyani, Intan Yuniar Putri Sukanda, & Iseu Nur Latifah. (2026). Dinamika Komunikasi Bisnis Digital dalam Kampanye Marketplace di Media Sosial: Analisis Interaksi Pengguna Berbasis Social Network Analysis. MAMEN: Jurnal Manajemen, 5(2), 377 – 390. https://doi.org/10.55123/mamen.v5i2.7834

Issue

Vol. 5 No. 2 (2026): April 2026

Section

Articles

License

Copyright (c) 2026 Widiya Avianti, Hilman Abdurrahman, Pupu Sri Andriyani, Intan Yuniar Putri Sukanda, Iseu Nur Latifah

Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 International License.

Hak cipta pada setiap artikel adalah milik penulis.
Penulis mengakui bahwa MAMEN (Jurnal Manajemen) sebagai publisher yang mempublikasikan pertama kali dengan lisensi
Creative Commons Attribution 4.0 International License. 

Penulis dapat memasukan tulisan secara terpisah, mengatur distribusi non-ekskulif dari naskah yang telah terbit di jurnal ini kedalam versi yang lain, seperti: dikirim ke respository institusi penulis, publikasi kedalam buku, dan lain-lain. Dengan mengakui bahwa naskah telah terbit pertama kali pada MAMEN (Jurnal Manajemen).