Social network analysis and topic modeling of Twitter user interaction related to Indonesia e-commerce marketing strategies.

The development of technology-made startup companies in the e-commerce sector in Indonesia is experiencing reasonably rapid growth. E-commerce is a business process that connects companies, sellers, and consumers through electronic transactions and the exchange of goods, services, and information. There is a lot of e-commerce in Indonesia, so it has to take the right strategy to compete with competitors. E-commerce companies have involved social media to support marketing achievement goals, one of which is using social media Twitter. Twitter user-generated content or User Generated Content (UGC) can be used by companies as a source for obtaining market-related information and designing marketing strategy plans. This study aims to identify customer engagement formed as part of the implementation of Social Customer Relationship Management (SCRM) carried out by the company using the Social Network Analysis (SNA) method. And analyze UGC regarding e-commerce Tokopedia, Shopee, and Bukalapak using the topic modeling method. The results showed that Shopee formed a more optimal customer engagement through the implementation of SCRM by the company and the most talked about modeling topics were Hallyu or the Korean wave, giveaways, and also promos. [ABSTRACT FROM AUTHOR]