Analisis Sentimen dan Social Network Analysis di Platform X terhadap Kegagalan Layanan Promotor Mecimapro pada Konser DAY6 in Jakarta 2025

Abstract

Industri pertunjukan musik K-Pop di Indonesia memiliki pangsa pasar yang besar namun rentan terhadap risiko kegagalan layanan. Penelitian ini bertujuan untuk menganalisis sentimen publik dan struktur jaringan komunikasi di platform X terkait kegagalan layanan promotor Mecimapro pada konser DAY6 di Jakarta 2025. Sejumlah 20.757 data unggahan diolah menggunakan model IndoBERTweet dan Social Network Analysis (SNA). Hasil menunjukkan dominasi sentimen negatif (57,2%) yang mengindikasikan online firestorm akibat masalah pengembalian dana dan fasilitas venue. Temuan SNA mengungkap bahwa promotor memiliki Degree Centrality tertinggi sebagai pusat sasaran, tetapi nilai Betweenness Centrality tertinggi dipegang oleh komunitas penggemar dan serikat konsumen selaku pengendali arus informasi. Krisis ini bereskalasi menjadi advokasi hukum akibat respons manajemen yang pasif. Implikasi manajerial dirumuskan menggunakan pendekatan 4C (Customer Solution, Cost, Convenience, dan Communication) untuk memulihkan kepercayaan konsumen.

The K-Pop music performance industry in Indonesia holds a significant market share but is vulnerable to service failure risks. This study aims to analyze public sentiment and communication network structures on platform X regarding promoter Mecimapro’s service failure at the DAY6 concert in Jakarta 2025. A total of 20.757 posts were processed using the IndoBERTweet model and Social Network Analysis (SNA). Results show a dominance of negative sentiment (57,2%), indicating an online firestorm triggered by refund issues and venue facilities. SNA findings reveal that the promoter had the highest Degree Centrality as the central target, while the highest Betweenness Centrality was held by fan communities and consumer unions as controllers of information flow. This crisis escalated into legal advocacy due to passive management response. Managerial implications are formulated using the 4C approach (Customer Solution, Cost, Convenience, and Communication) to restore consumer trust.