Social Network Analysis and PowerBI Dashboard to Determine E-Wallet Marketing Strategies

The rapid growth of digital payment platforms like OVO, ShopeePay, and GoPay in Indonesia has driven the need for businesses to optimize marketing strategies by analyzing customer interactions through social media. This study leverages Social Network Analysis (SNA) and Power BI to extract insights from Twitter data, offering a comprehensive view of how these platforms engage with consumers and shape brand perceptions. By applying sentiment analysis and classification using IndoBERT results, this study aims to identify key influencers, assess the sentiment around these brands, and visualize marketing communication patterns. The integration of SNA and BI tools provides a detailed, data-driven approach to improving business decision-making in the competitive digital payment market, by utilizing them to evaluate e-wallet tweet activity and user interactions in Indonesia and identifying key periods and regions for targeted marketing. Strategies like loyalty programs and segmented campaigns are recommended to enhance user engagement, address security concerns, and maximize market reach during culturally significant periods such as Eid and the holiday season.