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Abstrak :
Konsumen Indonesia telah menunjukkan minat yang meningkat terhadap produk cosmetics termasuk skincare, sehingga meningkatkan persaingan antar cosmetics brands. Untuk melakukan kegiatan promosinya, cosmetics brands memanfaatkan media sosial. Pemahaman tentang bagaimana menggunakan media sosial untuk berkomunikasi dan mempromosikan produknya bisa bermanfaat untuk literatur komunikasi pemasaran. Penelitian ini bertujuan untuk mengidentifikasi topik postingan media sosial dari empat cosmetics brands Indonesia. Penulis mengumpulkan total 21.339 tweets dari keempat brand tersebut dan menerapkan pendekatan text mining (topic modeling dengan metode Latent Dirichlet Allocation). Hasilnya menunjukkan bahwa postingan dari cosmetics brands pada umumnya mencakup topik berikut: product type dan giveaway. Namun, selain topik, beberapa brand juga memasukkan topik khusus seperti special event dan project collaboration. ......Indonesian consumers have shown increased interest towards cosmetics products including skincare, which has increased the competition among cosmetics brands. Cosmetics brands have utilized social media as one of their promotional tools. Understanding of how brands use social media to communicate and promote its product may be important for marketing communications literature. This study aims to identify the topics of social media posts of four Indonesian cosmetics brands. The authors collected a total of 21.339 tweets from the four brands and implemented a text mining approach (topic modelling by Latent Dirichlet Allocation method). The result indicate that in general cosmetics brands’ posts cover the following topics: product type and giveaway. However, in addition to the topics, some brands also included specific topics such as special event and collaboration project. 

Abstrak :

Penelitian ini bertujuan untuk mengetahui pengaruh entrepreneurial learningdan social supportterhadap entrepreneurial intentionpada mahasiswa yang telah mempelajari mata kuliah entrepreneurship di Institut Pertanian Bogor, Institut Teknologi Bandung, dan Universitas Indonesia. Teknik pengumpulan data yang digunakan adalah survei dengan menyebarkan kuesioner kepada mahasiswa dari tiga perguruan tinggi tersebut dengan total sampel sebanyak 165 responden. Uji hipotesis dilakukan dengan menggunakan analisis regresi berganda hierarkis. Hasil dari penelitian ini menunjukkan bahwa terdapat pengaruh signifikan dari entrepreneurial learning dan social support terhadap entrepreneurial intention dan dimediasi oleh theory of planned behavior yang terdiri dari attitude towards entrepreneurship,subjective norms, dan perceived behavioral control.

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This study aims to determine the effect of entrepreneurial learning and social support on entrepreneurial intention in students who have studied entrepreneurship courses at Bogor Agricultural University, Bandung Institute of Technology, and University of Indonesia. The data collection technique used was a survey by distributing questionnaires with a total sample of 165 respondents. Hypothesis testing is done by using hierarchical multiple regression analysis. The results of this study indicate that there is a significant influence of entrepreneurial learning and social support on entrepreneurial intention and is mediated by the theory of planned behavior consisting of attitude towards entrepreneurship, subjective norms, and perceived behavioral control.