Memanfaatkan Analisis Sentimen Twitter untuk Mengelola Reputasi Merek: Studi Kasus Skincare Merek X Menggunakan Support Vector Machine

Authors

  • Muhammad Wildan Agba Program Studi Teknik Informatika, Fakultas Teknik dan Sains Universitas Ibn Khaldun, Bogor, Indonesia
  • Puspa Eosina Program Studi Teknik Informatika, Fakultas Teknik dan Sains Universitas Ibn Khaldun, Bogor, Indonesia
  • Dewi Primasari Program Studi Teknik Informatika, Fakultas Teknik dan Sains Universitas Ibn Khaldun, Bogor, Indonesia

DOI:

https://doi.org/10.38035/jim.v4i3.1196

Keywords:

Reputasi Merek, Pemrosesan Bahasa Alami, Analisis Sentimen, Support Vector Machine, Skincare

Abstract

Penelitian ini mengevaluasi reputasi Merek X dengan menganalisis 2.646 tweet dari Oktober 2023 hingga Maret 2024 menggunakan natural language processing (NLP) dan Support Vector Machine (SVM). Penelitian ini bertujuan untuk menilai sentimen konsumen terhadap Merek X, mengidentifikasi faktor-faktor utama yang mempengaruhi sentimen, serta mengukur distribusi data, dan keefektifan algoritma svm. Hasil penelitian menunjukkan bahwa 69% dari sentimen adalah positif, 18,2% negatif, dan 12,8% netral, dengan model SVM mencapai akurasi 83%. Faktor-faktor seperti kecocokan produk, harga, kualitas, dan inovasi ditemukan secara signifikan mempengaruhi sentimen. Temuan ini menunjukkan bahwa Merek X dapat meningkatkan kepuasan pelanggan dan menyempurnakan strategi pemasarannya untuk memperkuat posisi pasarnya.

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Published

2025-08-20

How to Cite

Agba, M. W., Eosina, P., & Primasari, D. (2025). Memanfaatkan Analisis Sentimen Twitter untuk Mengelola Reputasi Merek: Studi Kasus Skincare Merek X Menggunakan Support Vector Machine. Jurnal Ilmu Multidisiplin, 4(3), 1717–1730. https://doi.org/10.38035/jim.v4i3.1196

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Vol. 4 No. 3 (2025): Jurnal Ilmu Multidisplin (Agustus - September 2025)

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Articles

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Copyright (c) 2025 Muhammad Wildan Agba, Puspa Eosina, Dewi Primasari

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