Social Media Sentiment Analysis: Public Opinion on Yogyakarta Tourism
DOI:
https://doi.org/10.30762/mediakita.v10i1.2939Keywords:
Sentiment Analysis, Public Opinion, Social Media, TourismAbstract
Social media has become an essential influence in the digital era, as it is today. Various parties, ranging from individuals and institutions, have accounts for multiple purposes. Thus, measuring social media use is essential for assessing its success, including in the tourism sector. Tourism in the digital era uses social media to shape public opinion and attract tourists. On that basis, this study aims to explain and analyze the results of measuring social media sentiment on public opinion of Yogyakarta tourism. The concept of public opinion is used in the study to measure the views of the digital community regarding tourism in Yogyakarta, one of Indonesia’s leading tourist destinations. This study was conducted using a quantitative approach using Brand24 to measure social media sentiment. The results of the study show that sentiment on social media is neutral, indicating that information related to Yogyakarta tourism is objective, with the most reach on TikTok.
Downloads
References
7 Kota Wisata di Indonesia yang Terkenal. (2021, August 20). CNN Indonesia. https://www.cnnindonesia.com/gaya-hidup/20210729141352-275-673844/7-kota-wisata-di-indonesia-yang-terkenal/2
Amalia, A., & Sudiwijaya, E. (2020). Yogyakarta Tourism Promotion using User-Generated-Content Feature. Komunikator, 12(2), 136–145. https://doi.org/10.18196/JKM.122042
Bajari, A. (2017). Metode Penelitian Komunikasi Prosedur, Tren, dan Etika (N. S. Nurbaya, Ed.). Simbiosa Rekatama Media.
Bayu, D. (2023, December 26). Data Kontribusi Pariwisata terhadap PDB Indonesia hingga September 2023. DataIndonesia.ID. https://dataindonesia.id/pariwisata/detail/data-kontribusi-pariwisata-terhadap-pdb-indonesia-hingga-september-2023
Chen, C. C., Hsiao, K. L., & Wu, S. J. (2018). Purchase intention in social commerce: An empirical examination of perceived value and social awareness. Library Hi Tech, 36(4), 583–604. https://doi.org/10.1108/LHT-01-2018-0007
Elvandari, E. (2019). Uniknya Keraton Ngayogyakarta Sebagai Daya Tarik Wisata Sejarah di Yogyakarta. OSF Preprints, 1–15. https://doi.org/10.31219/osf.io/a7je5
Evita, N., Prestianta, A. M., & Asmarantika, R. A. (2023). Patterns of Media and Social Media Use in Generation Z in Indonesia. Jurnal Studi Komunikasi, 7(1), 195–214. https://doi.org/10.25139/JSK.V7I1.5230
Fianto, L., Abdul Ghofur, M., Fauzuna, H., & Kusufa, F. (2024). Maintaining Online Media Amidst the Aggressive Determinism of Social Media. Mediakita, 8(1), 72–84. https://doi.org/10.30762/MEDIAKITA.V8I1.1532
Giovani, A. P., Ardiansyah, A., Haryanti, T., Kurniawati, L., & Gata, W. (2020). Analisis Sentimen Aplikasi Ruang Guru Di Twitter Menggunakan Algoritma Klasifikasi. Jurnal Teknoinfo, 14(2), 115–123. https://doi.org/10.33365/JTI.V14I2.679
Girsang, C. N. (2020). Pemanfaatan Micro-Influencer pada Media Sosial sebagai Strategi Public Relations di Era Digital. Ultimacomm: Jurnal Ilmu Komunikasi, 12(2), 206–225. https://doi.org/10.31937/ULTIMACOMM.V12I2.1299
Hidayatullah, F., Farid, M., & Afifah, N. N. (2022). Pemanfaatan Influencer Sebagai Media Promosi Pariwisata Sulawesi Selatan Pada Akun Instagram @Visitsulsel.Id. Avant Garde, 10(2), 272–284. https://doi.org/10.36080/AG.V10I2.2086
Husna, A. H., & Mairita, D. (2024). Gen Z dan Perilaku Konsumsi Konten Influencer pada TikTok. Jurnal Riset Komunikasi, 7(1), 86–100. https://doi.org/10.38194/JURKOM.V7I1.1002
Ibrahim, C., Jaya, A., Simatupang, Y., Daado, J., Azizah, N., Fachriyyatul Ismah, mal, & Ansar, F. (2022). The Sentiment Analysis Of Indonesian National Library’s Twitter And Instagram. Publication Library and Information Science, 5(2), 48–56. https://doi.org/10.24269/PLS.V5I2.4412
Irena. Lydia, & Sari, W. P. (2020). Komunikasi Digital Generasi Z dalam Membangun Industri Kreatif Tanah Air. In N. Pandrianto, R. Oktavianti, & W. P. Sari (Eds.), Digitalisasi dan Humanisme dalam Ekonomi Kreatif. PT. Gramedia Pustaka Utama. https://works.bepress.com/wulan-purnamasari/57/
Itasari, A. A., Riyanto, B., & Bahri, S. (2025). The Influence of Brand Reputation and Electronic Word of Mouth with Brand Trust as a Moderating Variable on Purchasing Decisions within the TikTok Shop Application. Mediakita, 9(1), 102–118. https://doi.org/10.30762/MEDIAKITA.V9I1.2699
Juditha, C., & Darmawan, J. J. (2018). Use Of Digital Media And Political Participation: Millennial Generation. JURNAL PENELITIAN KOMUNIKASI DAN OPINI PUBLIK, 22(2), 94–109. https://doi.org/10.33299/JPKOP.22.2.1628
Kurniawan, D., Wahyuni, H., & Sutan, A. J. (2021). Analysis of Tourism Promotion Strategies Through Twitter Social Media: A Case Study in Yogyakarta. Journal of Local Government Issues, 4(1), 77–89. https://doi.org/10.22219/LOGOS.V4I1.14732
Lie, M., & Sari, W. P. (2023). Bahasa Isyarat dalam Platform Berita (Studi Opini Publik pada KamiBijak.Com). Koneksi, 7(1), 65–74. https://doi.org/10.24912/KN.V7I1.21273
Limanseto, H. (2025, February 6). Menjadi Salah Satu Sektor Strategis Dorong Pertumbuhan Ekonomi, Pariwisata Gencar Dikembangkan Pemerintah. Kementerian Koordinator Bidang Perekonomian Republik Indonesia. https://www.ekon.go.id/publikasi/detail/6164/menjadi-salah-satu-sektor-strategis-dorong-pertumbuhan-ekonomi-pariwisata-gencar-dikembangkan-pemerintah
Melati, K. R., Hardoyo, & Amri, L. H. A. (2023). Design Mechanisms in Increasing the Growth of Plus Batik MSME’s Instagram Accounts. Mediakita, 7(2), 198–219. https://doi.org/10.30762/MEDIAKITA.V7I2.872
Mercea, D., & Iannelli, L. (2016). Media, Participation, and Social Change: Introduction to the Special Section. Social Media + Society, 2(3). https://doi.org/10.1177/2056305116662398
Perakakis, E., Mastorakis, G., & Kopanakis, I. (2019). Social Media Monitoring: An Innovative Intelligent Approach. Designs, 3(2), 24. https://doi.org/10.3390/DESIGNS3020024
PrakashYadav, G., & Rai, J. (2020). The Generation Z and their Social Media Usage: A Review and a Research Outline. Global Journal of Enterprise Information System, 9(2), 110–116. https://www.gjeis.com/index.php/GJEIS/article/view/222
Pratisara, D. (2020). Grebeg Maulud Yogyakarta Sebagai Simbol Islam Kejawen Yang Masih Dilindungi Oleh Masyarakat Dalam Perspektif Nilai Pancasila . Jurnal Pancalisa, 1(2), 14–24. https://jurnal.ugm.ac.id/pancasila/article/view/52090
Purnama Sari, W., & Winduwati, S. (2023). Analisa Media Sosial dan Komunikasi Promosi Pada Pemengaruh Makro Di Media Sosial. Jurnal Muara Ilmu Ekonomi Dan Bisnis, 7(1), 102–113. https://doi.org/10.24912/JMIEB.V7I1.22804
Rozaki, A. F. (2024, November 7). Mengenal Delapan Misi “Asta Cita” Pemerintahan Prabowo-Gibran. RRI.Co.Id. https://www.rri.co.id/lain-lain/1103608/mengenal-delapan-misi-asta-cita-pemerintahan-prabowo-gibran
Salsabila, A. D., Wijayanti, Y. T., Nurmalita, W., & Karma, A. W. (2022). City Branding Strategy of Yogyakarta Tourism Office in Maintaining Destination Image Amid the Rise of Klitih News. Proceedings of the Annual International Conference on Social Science and Humanities (AICOSH 2022), 190–197. https://doi.org/10.2991/978-2-494069-87-9_23
Sari, W. P. (2016). Civic empowerment movement through new media (Case study of cyber kampong Yogyakarta). Conference on Communication, Culture, and Media Studies Yogyakarta, 55–62. https://works.bepress.com/wulan-purnamasari/14/
Sari, W. P., Bajari, A., Hafiar, H., & Lestari, P. (2021). The Utilization of Social Media and Digital Technology in Kraton Yogyakarta. Review of International Geographical Education, 11(5), 120–129. https://rigeo.org/submit-a-menuscript/index.php/submission/article/view/734
Sari, W. P., Paramita, S., & Irena, L. (2024). Model Personal Branding Nano-Influencers Generasi Z Di Instagram. Jurnal Muara Ilmu Ekonomi Dan Bisnis, 8(2), 328–340. https://doi.org/10.24912/JMIEB.V8I2.30308
Sari, W. P., Winduwati, S., Sukendro, G. G., Pandrianto, N., & Oktavianti, R. (2023). Creative Tourism Communication Strategy In Community Development Based In Local Culture. International Journal of Application on Social Science and Humanities, 1(4), 156–167. https://doi.org/10.24912/IJASSH.V1I4.28958
Semuel, H., & Setiawan, K. Y. (2018). Promosi Melalui Sosial Media, Brand Awareness, Purchase Intention Pada Produk Sepatu Olahraga. Jurnal Manajemen Pemasaran, 12(1), 47–52. https://doi.org/10.9744/PEMASARAN.12.1.47─52
Septa, R. R., & Kusumasari, B. (2021). Opini Publik Terkait Tren Isu Kesehatan: Analisis Konten pada Twitter dan Portal Berita di Yogyakarta. PESIRAH: Jurnal Administrasi Publik, 2(2), 34–43. https://doi.org/10.47753/PJAP.V2I2.34
Shehade, M., & Stylianou-Lambert, T. (2020). Revisiting Authenticity in the Age of the Digital Transformation of Cultural Tourism. Springer Proceedings in Business and Economics, 3–16. https://doi.org/10.1007/978-3-030-36342-0_1
Sukirno, Z. L. (2020). Etika Komunikasi Visual Influencer Pariwisata. Journal of Tourism and Creativity, 4(2), 138. https://doi.org/10.19184/jtc.v4i2.15713
Taufiqurrahman, T., & Bakry, G. N. (2024). Analisis Sentimen Dan Jaringan Aktor Terhadap Komersialisasi Tragedi Pada Video Youtube Trailer Film Vina : Sebelum Tujuh Hari. Jurnal Komunikasi Dan Media, 5(1), 1–13. https://doi.org/10.24167/JKM.V5I1.12029
Umami, Z. (2015). Social Strategy Pada Media Sosial Untuk Promosi Pariwisata Daerah Istimewa Yogyakarta. Interaksi: Jurnal Ilmu Komunikasi, 4(2), 195–201. https://doi.org/10.14710/INTERAKSI.4.2.195-201
Utami, B. A., & Kafabih, A. (2021). Sektor Pariwisata Indonesia Di Tengah Pandemi Covid 19. Jurnal Dinamika Ekonomi Pembangunan, 4(1), 383–389. https://doi.org/10.33005/JDEP.V4I1.198
Vițelar, A. (2019). Like Me: Generation Z and the Use of Social Media for Personal Branding. Management Dynamics in the Knowledge Economy, 7(2), 257–268.
Wijaya, T., Nurhadi, N., Kuncoro, A. M., & Rahmawaty, P. (2021). Qualitative study of Yogyakarta palace Culinary Gastronomic Tourism. Global Journal of Business, Economics and Management: Current Issues, 11(1), 58–68. https://doi.org/10.18844/GJBEM.V11I1.5115
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2026 Wulan Purnama Sari, Nadia Ayu Rahma Lestari, Atwar Bajari, Hanny Hafiar, Puji Lestari
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
