#TimPakeTangan: Leveraging Electronic Word of Mouth for Payakumbuah’s Marketing Strategy on Twitter
Keywords:
#TimPakeTangan, Electronic word of mouth, Hashtag, PayakumbuahAbstract
Consumers increasingly make offline decisions based on online information, often relying on other users’ opinions shared on social media, with hashtags functioning as a form of electronic word of mouth (e-WOM) that amplifies brand messages and shapes audience engagement. This study aims to analyze how the hashtag #TimPakeTangan was utilized as e-WOM in Payakumbuah’s marketing strategy on Twitter. Payakumbuah, a Padang restaurant owned by Arief Muhammad, collaborated with Azizi from JKT48 to popularize the hashtag and enhance brand visibility. Drawing upon Social Proof Theory, this research employs a quantitative approach using Social Network Analysis (SNA) to examine online interactions and network dynamics. Data were collected from Twitter posts containing #TimPakeTangan between January 14 and 16, 2023, and analyzed using Netlytic and Gephi 0.9.7. The analysis identified 3,700 nodes and 5,042 edges, revealing @officialjkt48 as the central actor generating high engagement, while @jeon_sunghye and @a_zeejkt48 played active roles in disseminating the hashtag through replies, retweets, and original posts. The findings indicate that collaborations with influential social media figures significantly enhance e-WOM effectiveness and network reach. Theoretically, this research contributes to understanding how social proof operates within digital communication networks, while practically, it demonstrates how strategic hashtag campaigns and influencer collaborations can strengthen brand awareness and consumer engagement in social media marketing.
References
Aghakhani, N., Karimi, J., & Salehan, M. (2018). A Unified Model for the Adoption of Electronic Word of Mouth on Social Network Sites: Facebook as the Exemplar. International Journal of Electronic Commerce, 22(2), 202–231. https://doi.org/10.1080/10864415.2018.1441700
Amali, M. T., Tunggal, I. D. A., & Rohima, A. (2024). The impact of e-WOM, accessibility, and attractiveness on revisit intention to Wediombo Beach Yogyakarta: The mediating role of tourist experience. Jurnal Kepariwisataan: Destinasi, Hospitalitas Dan Perjalanan, 8(1), 87-98. https://doi.org/10.34013/jk.v8i1.1463
Amin, A. (2019). A Study on the Impact of eWOM (Electronic Word of Mouth) on Consumers' Buying Decision. International Journal of Advanced Research in Commerce, Management & Social Science, 2(1), 29-40.
Andriani, M., Ramadhani, R. W., & Utami, S. R. (2023). Analysis Of “Mixue” Communication Network as Electronic Word Of Mouth (E-WOM) Using Social Network Analysis. Journal of Digital Media Communication, 2(1), 51–60. https://doi.org/10.35760/dimedcom.2023.v2i1.8258
Andriputra, J., Mukti, R., Yosevina, C., & Sirad, D. (2022). Pengaruh Stimulus dalam Pembentukan Perceived Value, Trust, dan Loyalty Intention pada Social Commerce Soco By Sociolla. Kajian Branding Indonesia, 3(2), 222-247. https://doi.org/10.21632/kbi.3.2.222-247
Bate, A. P., & Prasetyo, K. (2024). The battle of hashtag on Twitter: Unraveling the pioneers of influence in social media marketing. Bricolage: Jurnal Magister Ilmu Komunikasi, 10(1), 131-144. http://doi.org/10.30813/bricolage.v10i1.4833
Chakrabarti, P., Malvi, E., Bansal, S., & Kumar, N. (2023). Hashtag recommendation for enhancing the popularity of social media posts. Social Network Analysis and Mining, 13(1), 21. https://doi.org/10.1007/s13278-023-01024-9
Chen, T., Samaranayake, P., Cen, X., Qi, M., & Lan, Y. C. (2022). The impact of online reviews on consumers’ purchasing decisions: Evidence from an eye-tracking study. Frontiers in Psychology, 13, 865702 https://doi.org/10.3389/fpsyg.2022.865702
Christanto, B., Fransisca, C., Nomleni, K., & Cu, M. V. (2024). The Influence Of E-Wom And Corporate Reputation On Download Intention. Capital: Jurnal Ekonomi Dan Manajemen, 7(2), 168. https://doi.org/10.25273/capital.v7i2.16541
Cialdini, R. B. (2009). Influence: Science and Practice (Vol. 4, pp. 51-96). Boston: Pearson Education
Dellarocas, C. (2003). The Digitization of Word of Mouth: Promise and Challenges of Online Feedback Mechanisms. Management Science, 49(10), 1407–1424. http://www.jstor.org/stable/4134013
Eriyanto. (2014). Analisis Jaringan Komunikasi. Kencana.
Erkan, I., & Evans, C. (2016). The influence of eWOM in social media on consumers’ purchase intentions: An extended approach to information adoption. Computers in Human Behavior, 61, 47–55. https://doi.org/10.1016/j.chb.2016.03.003
Heidbreder, L. M., Lange, M., & Reese, G. (2021). #PlasticFreeJuly – Analyzing a Worldwide Campaign to Reduce Single-use Plastic Consumption with Twitter. Environmental Communication, 15(7), 937–953. https://doi.org/10.1080/17524032.2021.1920447
Indrihapsari, Y. (2013). Penerapan Teori Graph Untuk Analisis Masalah Pada Grup Gelanggang-Ugm Di Facebook. Transmisi: Jurnal Ilmiah Teknik Elektro, 15(1), 47-53. https://doi.org/10.12777/transmisi.15.1.47-53
Innocento, J. (2023). Analisa Penggunaan Hashtag (#) dalam Meningkatkan Brand Awareness Sebuah Produk di Mimo Indo Media. Journal Communication Lens, 2(2), 68-78. https://jurnal.uic.ac.id/lens/article/view/178
Kemp, S. (2024). Digital 2024: Indonesia. We Are Social & Meltwater. https://datareportal.com/reports/digital-2024-indonesia
Khoirunnisa, D. E., Wilanda, S. D., Nurliana, S., Zikrinawati, K., & Fahmy, Z. (2023). Pengaruh Electronic Word of Mouth (E-WOM) dan Brand Image Terhadap Keputusan Pembelian pada Pengguna Tokopedia. Jurnal Mahasiswa Kreatif, 1(2), 53–65. https://doi.org/10.59581/jmk-widyakarya.v1i2.749
Kurniawan, R., & Apriliani, A. (2020). Analisis Sentimen Masyarakat Terhadap Virus Corona Berdasarkan Opini Dari Twitter Berbasis Web Scraper. Jurnal INSTEK (Informatika Sains Dan Teknologi), 5(1), 67. https://doi.org/10.24252/instek.v5i1.13686
Lin, B., Lee, W., & Choe, Y. (2024). Social media engagement of hashtag users in the context of local events: mixed method approach. Journal of Hospitality and Tourism Technology, 15(2), 254-270. https://doi.org/10.1108/JHTT-03-2023-0074
Lukman, R., Unde, A. A., Marissangan, H., Musafir, A., Paembonan, E. T., Salman, E. C., & Razak, N. K. (2024). Analysis Of The Communication Network Structure Of The Keyword “Rempang” On Twitter Using A Social Network Analysis Approach. Inspiration: Jurnal Teknologi Informasi dan Komunikasi, 14(1), 29-41. https://doi.org/10.35585/inspir.v14i1.69
Nyagadza, B., Mazuruse, G., Simango, K., Chikazhe, L., Tsokota, T., & Macheka, L. (2023). Examining the influence of social media eWOM on consumers’ purchase intentions of commercialised indigenous fruits (IFs) products in FMCGs retailers. Sustainable Technology and Entrepreneurship, 2(3), 100040. https://doi.org/https://doi.org/10.1016/j.stae.2023.100040
Pujiati. (2024). Jadi franchise termahal, modal buka RM Padang Payakumbuah tembus Rp4,4 miliar, bayar segitu dapat apa aja sih? Hops ID. https://www.hops.id/unik/29412603159/jadi-franchise-termahal-modal-buka-rm-padang-payakumbuah-tembus-rp44-miliar-bayar-segitu-dapat-apa-aja-sih
Puspasari, D., & Hadithya, R. (2023). Pemanfaatan Sosial Media Marketing Melalui Konten pada Instragram dalam Upaya Meningkatkan Brand Image Sebuah Produk. Jurnal Manajemen Bisnis Dan Keuangan, 4(2), 239-252. https://doi.org/10.51805/jmbk.v4i2.122
Rahmat, A. F., & Rafi, M. (2022). Social Media Network Analysis on Twitter Users Network to the Pension Plan Policy. Communicare : Journal of Communication Studies, 9(1), 62–76. https://doi.org/10.37535/101009120225
Ramadhani, R. W., Rakhman, F. R., Kuncoroyakti, Y. A., Utami, S. R., & Pertiwi, C. A. (2023). Gerakan Opini Digital pada #TolakUUCiptaKerja di Twitter dengan Pendekatan Social Network Analysis. WACANA: Jurnal Ilmiah Ilmu Komunikasi, 22(2), 190–200. https://doi.org/10.32509/wacana.v22i2.2609
Rani, A., Toni, M., & Shivaprasad, H. (2022). Examining The Effect Of Electronic Word Of Mouth (Ewom) Communication On Purchase Intention: A Quantitative Approach. Journal Of Content Community and Communication, 15. https://doi.org/10.31620/JCCC.06.22/10
Roy, S. (2021). Theory of Social Proof and Legal Compliance: A Socio-Cognitive Explanation for Regulatory (Non) Compliance. German Law Journal, 22(2), 238–255. https://doi.org/10.1017/glj.2021.5
Salsabela, K., Sabri, S., & Mei, T. (2024). Harnessing the Power of Viral Marketing for Social Justice: A Netnographic Study of Netflix’s Ice Cold Documentary. CHANNEL: Jurnal Komunikasi, 12(2), 173–184. https://doi.org/10.12928/channel.v12i2.964
Santoso, L., & Veliyanti, R. (2021). Pemanfaatan Social Network Analysis (SNA) Untuk Menganalisis Kolaborasi Panitia Pengawas Pilkada Tahun 2020 di Kecamatan Gunungpati Kota Semarang. 14(2), 244–255. https://doi.org/10.51903/elkom.v14i2.537
Sari, I. (2022). Pengaruh Electronic Word of Mouth (E-WOM) Dan Online Consumer Review (OCR) Terhadap Keputusan Pembelian Melalui Shopee. Solusi, 20(2), 160-169. https://doi.org/10.26623/slsi.v20i2.5147
Setiamukti, M. F., & Nasvian, M. (2023). Social Network Analysis #Usuttuntas Pada Media Sosial Twitter (Data Twitter 11 November 2022). Ekspresi Dan Persepsi: Jurnal Ilmu Komunikasi, 6(1), 124–137. https://doi.org/10.33822/jep.v6i1.5427
Shin, J., Chae, H., & Ko, E. (2018). The power of e-WOM using the hashtag: focusing on SNS advertising of SPA brands. International Journal of Advertising, 37(1), 71–85. https://doi.org/10.1080/02650487.2017.1401519
Sudrajat, R. H., & Ramadhan, M. R. A. (2024). Pengaruh Pesan Kampanye "Team Tangan VS Team Sendok" pada Brand Image Rumah Makan Padang Payakumbuah. JURNAL SIMBOLIKA Research and Learning in Communication Study, 10(1), 14–22. https://doi.org/10.31289/simbolika.v10i1.10707
Tabassum, S., Pereira, F. S. F., Fernandes, S., & Gama, J. (2018). Social network analysis: An overview. WIREs Data Mining and Knowledge Discovery, 8(5). https://doi.org/10.1002/widm.1256
Wibisono, E. (2023). Discovering Key Actors and Opinion Leaders on Twitter’s Start-Up and Entrepreneurship Topics Trending: A Social Network Analysis Approach. JURNAL IPTEKKOM (Jurnal Ilmu Pengetahuan & Teknologi informasi), 25(1), 37-56. https://doi.org/10.17933/iptekkom.25.1.2023.37-56
Wulandari, P., Prihantoro, E., & Ramadhani, R. W. (2024). Social Network Analysis Study About Russian And Ukraine Armed Conflict Using #Ukrainerussiawar On Twitter Authors. International Journal of Business English and Communication. 2(1). 14-20. https://doi.org/10.26858/ijobec.v2i1.468
Yusriyah, K., Sudaryanto, S., Fatoni, A., & Mansyur, M. A. (2020). Communication Networks Analysis On Information Dissemination Of The Moving Of Capital City From Jakarta To East Kalimantan. Aspiration Journal, 1(1), 30–53. https://doi.org/10.56353/aspiration.v1i1.4
Zuraida, Z. (2023). Comparing the Effectiveness of Hashtags in Digital Social Movements: A Case Study of #PercumaLaporPolisi and #PolriSesuaiProsedur in Indonesia. CHANNEL: Jurnal Komunikasi, 11(1). https://doi.org/10.12928/channel.v11i1.339
Published
How to Cite
Issue
Section
License
Copyright (c) 2025 CHANNEL: Jurnal Komunikasi
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
