Analisis Komunikasi Sosial Media Twitter sebagai Saluran Layanan Pelanggan Provider Internet dan Seluler di Indonesia

Retno Agus Setiawan, Djoko Budiyanto Setyohadi

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Abstrak— Penggunaan sosial media sebagai layanan pelanggan memberikan banyak keuntungan bagi perusahaan. Pelanggan dapat menyampaikan keluhan, komentar, dan saran kepada perusahaan dengan mudah dan cepat. Namun tidak semua perusahaan yang menggunakan sosial media untuk meningkatkan layanan pelanggan memahami dengan baik interaksi yang terjadi yang melibatkan pelanggan. Penelitian ini mengidentifikasi interaksi yang terjadi antara pelanggan dan perusahaan melalui layanan pelanggan di lingkungan sosial media Twitter. Metode netnography digunakan untuk mengetahui bagaimana interaksi pelanggan dan perilaku perusahaan dalam berinteraksi. Hasil penelitian menunjukkan terdapat tiga kelompok utama interaksi pelanggan, yaitu keluhan (42,20%), komentar (35,55%) dan pertanyaan (22,25%). Selain itu hasil penelitian menunjukkan perilaku perusahaan yang menggunakan pendekatan personal dan bersahabat dalam berinteraksi dengan pelanggan.


Kata Kunci—Layanan Pelanggan, Netnography, Sosial Media

Abstract— The use of social media as a customer service provides many advantages for the organizations. Customers can voice their complaints, comments, and suggestions to the organizations with easy and fast way. However, not all organizations that used social media to improve customer service understand about their interactions with customers. This study explores interactions that occur between customers and organization in Twitter environment. The netnography method is utilized to identify customer interactions and organizational behaviors. The results indicate that there are three types of customer interactions, complaints (42.20%), comments (35.55%) and questions (22.25%). In addition, the organization uses personal and friendly approach to interact with customers.


Keywords—Customer Service, Netnography, Social Media


social media; customer service; netnography

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