Penentuan Key Actor Dalam Brand Image Samsung Galaxy Series Pada Twitter Dengan Menggunakan Social Network Analysis

In traditional social science, an effort to obtain research data is to use a questionnaire and ask respondents about the research data that we want to know. Internet technology from day to day and even every minute are always evolving rapidly along with the development of human needs, as well as the explosion of very large data usage in the network. One of the causes of the explosion of large data usage is due to the increasing use of data on social media. Still not many are aware of the importance of the benefits of the scattered data from the Internet, especially from the various social media. Data conversations spread from social media can be used for various things. One is to see how a brand discussed in various social media. Samsung is one of the company of smartphone manufacturers that are the leading electronic products. One of the factors that helped Samsung gain market share is information about Samsung smartphones in a variety of social media, especially Twitter. For looking individual actors and groups that have an important role or influence in the conversation on Twitter about Samsung Galaxy brand, needs to conduct a research to analyze and comprehend it. This research was conducted to see how Samsung Galaxy brand is discussed and to find the community and the most influential actors in social media Twitter. This research is utilizing big data and using API from Twitter. The data then is processed with social network analysis approach. This research is using graph visualization software Gephi version 0.8.2 for Windows to calculate and visualize the processed data and the results. Calculations used to find community-based modularity algorithm is known as Louvain Method. While the actor is calculated based on the determination of which consists of degree centrality, betweenness centrality, closeness centrality, and eigenvector centrality. The sample used is the incidental nature of all tweets containing the key word "Samsung Galaxy" on July 22 to August 5, 2014. It was found as many as 803 nodes or accounts that are connected by 738 edges or lines and form various communities that discuss the Samsung Galaxy in the period between 22 July to 5 August 2014. There are 75 community as a whole of the data that has been filtered using Gephi, and there are 5 largest communities larger than 20 nodes or accounts in each community which will be discussed more to find conversations such as what is done with the involvement of the Samsung Galaxy. Four of the five largest communities did not have a formal relationship with Samsung, Samsung Galaxy and discuss only a prize quiz held the key actors in each community. Only one community is involved with the official Samsung account