ANALYSIS OF BRAND RANKINGS OF BUSINESS PROCESS OUTSOURCING COMPANIES USING SOCIAL NETWORK ANALYSIS AND TEXT ANALYSIS

Abstract

By interacting on Twitter, this study seeks to ascertain the brand rankings of three companies in the Business Process Outsourcing (BPO) sector in Indonesia, namely Infomedia Nusantara, Vads Indonesia, and Teleperformance Indonesia. One of their work scopes is to provide employees to deliver outsourced services. Additionally, it seeks to ascertain the most frequently discussed topics on the platform, the opinion from internet contribute to the recruitment of qualified human resources in BPO companies. Descriptive research using a mixed-technique approach is what this study is. Utilizing interaction data from social media, Social Network Analysis and Text Analysis are the methodologies merged. People who engage with the research object using keywords on Twitter make up the population of this study, whereas people who do so during January 2021 and May 2023 make up the sample. Twitter tweets (tweet, retweet, respond, mention) comprise the data used in this study. PhantomBuster, Gephi, and Python are used to gather and examine data. The study's findings indicate that Infomedia Nusantara had the highest brand awareness ranking on social media for the value of these properties: Node, Edge, Average Degree, Average Clustering Coefficient, Number of Communities,  and Connected Component. Teleperformance had the lowest amounts of Node and Edge representing the amount of conversation about it in Twitter, but also had the highest Density and Modularity. The dominant context of discussion is about job vacancies and work life at the three companies. Teleperformance Indonesia had the most favourable opinion from internet users on the three BPO companies that were the subject of the study. Brand awareness has the power to arouse curiosity and provide an overview of the company. High brand awareness among job seekers will make it easier for BPO companies to find prospective workers needed to provide services or business process outsourcing services to client companies.

Keywords:  Brand Awareness, Social Media, Business Process Outsourcing, Social Network Analysis, Sentiment Analysis, Text Analysis