CAKRAWALA – Repositori IMWI | Volume 6, Nomor 1, Februari 2023 p-ISSN: 2620-8490; e-ISSN: 2620-8814 596 ANALYSIS SENTIMENT OF NESTLE BEAR BRAND DURING THE COVID-19 PANDEMIC ON SOCIAL MEDIA TWITTER Fauzan Kamil, Arga Hananto Faculty of Economics and Business, Universitas Indonesia Jakarta, Indonesia Email: Fauzan.kamil11@ui.ac.id Abstract Position and brand image are important and crucial in marketing strategy. Brand position and image form strong associations with targeted consumers used to differentiate a brand from its competitors. Companies must understand good marketing strategies to improve their brand position in society based on consumer perspective. During the Covid-19 pandemic, especially in 2021, there was a unique phenomenon, whereby the demand for Bear Brand Milk was greater than the market leader, namely Ultra milk, while Ultra milk was even cheaper than the Bear Brand milk. This phenomenon is discussed on social media, especially Twitter regarding opinions from consumers in purchasing the products. This study aims to determine whether online text reviews can provide an overview of the position and brand image of Bear Brand Milk using LIWC (Linguistic Inquiry and Word Count) sentiment analysis and PCA (Principal Component Analysis). Based on our analysis, we can conclude that LIWC can provide an overview regarding the brand image and brand positioning of Bear Brand milk and Ultra milk. Brand image is obtained from variables that describe psychological variables when using or imagining the brands. Brand Position through PCA analysis describes the difference in gain between the dominant variables in the two brands. Keywords: Brand Position, Brand Image, Bear Brand Milk, PCA, LIWC Sentiment Analysis Introduction Nowadays brand position is very important and crucial in marketing strategy. Consumers' experiences with products are part of their information and can be considered important in their evaluation of a brand (Rao and Monroe, 1989). From the buyer's point of view, a clear brand position can reduce uncertainty and provide a strong reason for buyers to buy a product (Carpenter and Nakamoto 1989). Companies with a good brand position can be first movers, earn buyers' trust, and become the industry standard of their business (Carpenter, and Nakamoto 1989). The brand position forms strong brand associations to targeted consumers and is used to differentiate a brand from its competitors (Keller et al., 2002). Companies must understand consumer assessments of their products so that they can carry out good marketing strategies to improve their brand position in the public. Social media is a place where consumers can express their opinion on a brand, including one type of eWOM (Electronic Word of Mouth). eWOM in consumer reviews itself usually consists of words uploaded on social media (Berger, 2020). These words are in the form of consumer opinions on their experience when using a brand or product. Negative articulation influences consumer behavior more strongly than positive articulation, and the same pattern exists in the online environment (Hennig-Thurrau et al, 2014). Purchase changes based on the articulation of opinions can influence online and offline buying behavior (Hennig-Thurrau et al, 2014). eWOM can ultimately provide consumers with alternative sources of information, thereby reducing the ability of brands to influence consumers through