Yasmin Anjani, . (2025) ANALISIS SENTIMEN KOMENTAR TERHADAP IKLAN PRODUK FAST MOVING CONSUMER GOODS (FMCG) BRAND AQUA DI MEDIA SOSIAL. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.
![[img]](http://repository.upnvj.ac.id/style/images/fileicons/text.png) |
Text
ABSTRAK.pdf Download (10kB) |
|
Text
AWAL.pdf Download (4MB) |
|
Text
BAB 1.pdf Restricted to Repository UPNVJ Only Download (228kB) |
|
Text
BAB 2.pdf Restricted to Repository UPNVJ Only Download (222kB) |
|
Text
BAB 3.pdf Restricted to Repository UPNVJ Only Download (154kB) |
|
Text
BAB 4.pdf Restricted to Repository UPNVJ Only Download (4MB) |
|
Text
BAB 5.pdf Download (84kB) |
|
Text
DAFTAR PUSTAKA.pdf Download (199kB) |
|
Text
RIWAYAT HIDUP.pdf Restricted to Repository UPNVJ Only Download (343kB) |
|
Text
LAMPIRAN.pdf Restricted to Repository UPNVJ Only Download (4MB) |
|
Text
HASIL PLAGIARISME.pdf Restricted to Repository staff only Download (417kB) |
|
Text
ARTIKEL KI.pdf Restricted to Repository staff only Download (4MB) |
Abstract
This study aims to analyze public sentiment towards Aqua brand advertisements that raise the theme of Indonesianness on social media, especially on the YouTube and Instagram platforms. Some of these advertisements were released amid the boycott issue against international brands allegedly affiliated with Israel, including Aqua as part of the Danone group. This research wants to find out the distribution of sentiments on how the public perceives Aqua's brand communication strategy in building a positive image through local values. The method used in this research is a descriptive qualitative approach with a post-positivism paradigm. The main data used in this research in the form of comments from four Aqua video advertisements uploaded on social media were collected through scraping techniques. Furthermore, the data was analyzed using two sentiment analysis models, namely VADER Lexicon and Naive Bayes algorithm to classify comments into three categories of positive, neutral, and negative sentiment. The results showed that most of the audience comments on the four Aqua ads were classified in the positive category. This indicates that the Indonesian-themed advertising approach is quite successful in building a positive image and emotional closeness with the audience. However, there were still negative comments highlighting the brand's alleged affiliation with global political issues
| Item Type: | Thesis (Skripsi) |
|---|---|
| Additional Information: | [No. Panggil: 2110411094] [Pembimbing: Ahmad Zakki Abdullah] [Penguji 1: Azwar] [Penguji 2: Ratu Laura Mulia Baskara] |
| Uncontrolled Keywords: | Sentimen Analysis, Advertising, Social Media, FMCG, Aqua |
| Subjects: | A General Works > AS Academies and learned societies (General) H Social Sciences > H Social Sciences (General) Q Science > QA Mathematics > QA76 Computer software |
| Divisions: | Fakultas Ilmu Sosial dan Ilmu Politik > Program Studi Ilmu Komunikasi (S1) Fakultas Ilmu Sosial dan Ilmu Politik > Program Studi Ilmu Komunikasi (S1) |
| Depositing User: | YASMIN ANJANI |
| Date Deposited: | 20 Aug 2025 01:50 |
| Last Modified: | 20 Aug 2025 01:50 |
| URI: | http://repository.upnvj.ac.id/id/eprint/39032 |
Actions (login required)
 |
View Item |