MARKETING STRATEGY OF FAST-FOOD RESTAURANTS IN INDONESIA - SOSIAL NETWORK ANALYSIS ON TWITTER

Background – Fast food restaurants are a culinary business where competition is quite tight, especially in the Covid-19 era. To face competition between restaurants which is quite close, companies must have many strategies, one of which is related to the promotion strategy. Aim – This study aims to compare the marketing strategy content between Mcdonald's and Burger King and identify the focus of discussion of Twitter users on fast food restaurants. Design/ Methodology/ Approach – This research uses a social network analysis (SNA) approach with a qualitative descriptive research type. SNA is a form of social computing that extracts large amounts of data. This research uses secondary data sources from tweets with discussions of McDonal's and Burger King in 2017-2022 with data collection. Findings – The study results show that the marketing strategy related to promos carried out by Mcdonald's is Free Shipping, while Burger King's is Cashback. While on the menu, Mcdonald's innovates on


PENDAHULUAN
Along with the progress of the economy and the development of the times in this globalization era, it influences consumption patterns and people's behavior in meeting the needs of people's lives (Zahara et al., 2017).Humans have similar requirements for clothing, food, and shelter.Indonesian people prefer to meet their food needs from fast food restaurants.So that it can trigger a lot of competition in the fast food industry sector.The phenomenon that exists in the field food and beverage industry is the rise of fast food that has sprung up and is the main choice for urban communities, especially those who have daily routines and activities (Janssen et al., 2018).Fast food restaurants are a culinary business where competition is quite tight, especially in the Covid-19 era (Chang et al., 2021).To face a competition between restaurants that is quite close, companies must have many strategies, one of which is related to a promotion strategy (Hidayat et al., 2019).
The results of research conducted by Zaenal & Moeliono (2021)  The existence of competition experienced by fast food restaurants makes the restaurant think hard to maintain its product.One of the things that can be done to keep the product is to implement a promotional marketing strategy.A marketing strategy is a comprehensive, integrated marketing plan that will be carried out to achieve a marketing objective for the company (Mandal, 2017).Marketing is where buying and selling activities or exchange transactions take place in products or services (Jain & Yadav, 2017).
Promotion is a unique communication tool that sellers usually use to inform consumers about the advantages of the product (Katole, 2019).Promotion is marketing that offers a variety of short-term products to generate interest or a desire to buy a product or service.Promotion is about marketing and communicating products to the broader community so that they are in great demand (Genchev & Todorova, 2017) Restorations that have a good strategy will provide motivation to maintain their value and those that are not good must always improve their marketing strategy and  (Katole, 2019).

Data Analysis and Visualization
Data analysis and visualization is the last stage used to perform data analysis and visualize the structure of the relationship between words in each tweet.In this analysis, the form of research data analysis is to plan data in a project that will be used and how much influence one data has on other data between promos, menus and flavors.Summary of research results, namely the process of obtaining evidence whether the SNA method by crawling data on Google Colab and using the Gephi application has an influence on interorganizational profits.Social media provides insight into marketing in the fast food field.

RESULT AND DISCUSSION
The From the data processed by the researcher, it can be seen that the calculation of the properties of the social network "Promo, Menu and Taste" (see table 3).The following process that will be carried out is the data visualization process, in which the concept that will be used from SNA is Graph Theory which consists of nodes (vertices or points) connected by edges (links or lines).The promotion strategy is one way that can be used to improve the company's image (Patrutiu-Baltes, 2016).Companies can carry various types of promotions, including free shipping, cashback, flash sales, and others (Ali & Nova, 2022).By buying goods when there are promos, of course, the buyer will feel happy to be more economical in his purchase.Promos are not only a means of communication between customers and consumers but as a means for consumers to want to buy products according to their needs and desires.If fast food restaurants often provide promos that make consumers interested in purchasing the products offered, it will indirectly increase profits for the restaurant, and customer satisfaction can be fulfilled (Suima, 2019).

Discussion
The A menu is a policy set or made by a restaurant that contains an arrangement of dishes served within a specific time (Nuari, 2020).The menu is no longer just presenting a list of food and drinks for consumers, but a variety of menu variations has become the main attraction for every restaurant (Rahayu et al., 2016).A good variety of menus will ensure that consumers will be satisfied with their choice because there are many choices of food and drinks served.Menus that offer better options will keep customers loyal (Gupta, 2019).
The results figure 2B  The flavor is an important factor in the acceptance and rejection of food, which is determined by the consumer's final decision (Ham, 2021).If the flavor offered follows the wishes of consumers, it will be able to produce a satisfaction value for the consumers themselves (Mutiara et al., 2020).With customer satisfaction, it is hoped that these consumers will later buy back and recommend to other consumers (Agustin et al., 2022).Therefore, a restaurant must always pay attention to the quality of food, especially the taste of the products offered, so that the restaurant can produce positive customers in the future.will increase the purchase decision (Brata et al., 2017).
The positive impression of the fast food company Burger King (Sallam, 2016).

RESEARCH IMPLICATION
The results of this research are expected to help restaurants to build marketing strategies related to better promotions, one of the things that can be done is to make new innovations in all products related to promos, menus and flavors in the product itself.
the impression of satisfaction.Burger King restaurant is a fast food restaurant that has developed and Universitas Muhammadiyah Gresik Jawa Timur Indonesia spread to various regions in Indonesia and is one of the restaurants whose main menu is burgers.Not only that, but it is also one of the companies that compete with other fast-food restaurants (Al Hamdhan, 2021).The two fast food restaurants are in great demand by people who want to enjoy burgers because these restaurants have a varied menu and exciting tastes.However, on the other hand, the two restaurants have prominent differences in terms of the menu in the restaurant.Burger king restaurants have more variations on their Burger menu choices, while Mcdonald's restaurants tend to have fewer variations on their Burger menu.

Figure 1 .
Figure 1.Research flow design results figure A of the visualization of the "Promo" content on McDonald's Twitter for 2017-2022 show that the Mcdonald's fast food company provides attractive promos in the form of free shipping for consumers who order online.In this case, consumers often talk about free shipping promos and the use of free shipping at Mcdonald's.This is because responses to payments for purchases often appear and are interconnected.Free shipping is an attractive offer at a free shipping fee and one way to carry out a marketing strategy to attract consumers (Sun et al., 2018).Free shipping promos can help Mcdonald's consumers to get more affordable prices through reduced shipping costs when ordering online through the McDelivery application.The higher the discount on shipping costs, the higher the profit consumers get (Yang & Lee, 2016).Thus the level of consumer satisfaction can be seen and assessed from the suitability of consumer expectations after the promotion.
of the visualization of the "menu" content on McDonald's Twitter show various variations of the menu at Mcdonald's.In this case, consumers often discuss the variants and menus at Mcdonald's.Menu variations at Mcdonald's can be seen from the sizes that can adjust to the wishes of consumers so that consumers can make the right choice according to the portion they want.The food menus at Mcdonald's range from burgers, ice cream, chicken, potatoes, and other products.Variant phenomena often appear in tweets' discussions: chicken, burgers, and ice cream.Of the three discussions, the most popular menu variation for consumers type of product and menu variants consumers want, the risk of losing consumers is relatively low because companies can realize consumer interest(Campbell et al., 2020).
products, in terms of taste quality, can be said to be right and delicious on the tongues of Mcdonald's consumers.In this case, most consumers often talk about the "good" taste in the products the product's flavor quality.Good taste is the right taste without any deficiencies in food and drink.In the results obtained, consumers prefer Mcdonald's chicken products, which say that chicken products have a good flavor that fits the tongue of consumers.The flavor quality of the Mcdonald's fast food company will play a very important role in consumers' purchasing decisions.McDonald's must always pay attention to and maintain the taste quality of its products so that consumers do not feel disappointed after buying Mcdonald's products.The better the quality of the product owned, the more it

Jurnal Manajerial, Volume 10 Nomor 03 Tahun 2023 P-ISSN : 2354-8592 http://dx.doi.org/10.30587/manajerial.v10i03.5524 E-ISSN : 2621-5055
(Salloum et al., 2017)nesians mostly use social media such as Youtube, Facebook, Instagram, and Twitter.Of the several types of social media, Twitter is a social media where information is spread quickly and widely so that it can be used as a source of information(Shore et al., 2018).Twitter is a text-based social media, and almost all social media users ignore Twitter because of the emergence of Instagram(Salloum et al., 2017).In extracting data on tweets, you can use predetermined keywords and users to stay focused on the appropriate and desired data.This research focuses on two fast food restaurants, Mcdonald's and Burger King.Research discussing marketing strategies has been carried out both digitally and non-digitally.In line with this analysis, the research that Putra previously conducted, Galih Pramono & Candiwan discussed brand ranking analysis on Twitter Copyright© Creative Commons Attribution 4.0 International License Program Studi Manajemen Universitas Muhammadiyah Gresik Jawa Timur Indonesia

Table 3
consumers is greater.The higher the number of degrees, diameter and modularity the greater the amount of consumer information dissemination.Jurnal Manajerial,

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Burger, which has a very charming appearance and appetizing burgers.Black as Kuro Burger.We know that, in general, satisfied when consuming them.When consumers are satisfied, it will create a very P-