The Online Share Of Voice (Osov) Model In Determining Fastfood Product Positioning In Indonesia

Abstract

The research that will be conducted is a qualitative research and is an application of marketing communication science in the fast food industry. Share of voice is one of the most common measures used to measure social media performance. Using data from Simply Measured's report, we'll find out not only how we can get measurements that go beyond brand mentions, but also how much impact share of voice has on brand perception, regional markets, website traffic, and more. Researchers will focus on data on three fast food brands that are quite well known in Indonesia, namely KFC (Kentucky Fried Chicken), McD (McDonald's) CFC (California Fried Chicken) and AW. From the data obtained from the internet and sourced from social mentions, it is easier for researchers to analyze the data. And by using the Online Share of Voice model, researchers are more precise in calculating and determining competitors online. So the results of calculations using a scale, the position of KFC remains in the first position compared to its competitors by obtaining a score of 3.64