ANALISIS SENTIMEN PUBLIK TERHADAP CELEBRITY ENDORSEMENT DI MEDIA SOSIAL MENGGUNAKAN SUPPORT VECTOR MACHINE
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Institusion
Institut Teknologi Perusahaan Listrik Negara
Author
WAHIDIN, ANDI UTARI NUR
Kuswardani, Dwina
Siregar, Riki Ruli A
Kuswardani, Dwina
Siregar, Riki Ruli A
Subject
Teknik Informatika
Datestamp
2022-09-20 03:02:05
Abstract :
The public?s tendency in social media provides a new lifestyle in doing a digital offer. It also impacted changes marketing of products by a public figure, as known as celebrity endorsement. While such changes have had a positive impact on increasing sales, differences on the subject are inevitable. These differences are the goal of analyzing a sentiment found in the public by using a support vector machine to generate positive and negative sentiments. The research also uses text preprocessing, labeling with the lexicon-based feature, using 6100 data crawled in RapidMiner. The labeling result obtained 4893 positive sentiments and 1207 negative sentiments with a popularity accurate rate of 89% with 82,02% positive sentiment and 17,98% negative sentiment.
The public?s tendency in social media provides a new lifestyle in doing a digital offer. It also impacted changes marketing of products by a public figure, as known as celebrity endorsement. While such changes have had a positive impact on increasing sales, differences on the subject are inevitable. These differences are the goal of analyzing a sentiment found in the public by using a support vector machine to generate positive and negative sentiments. The research also uses text preprocessing, labeling with the lexicon-based feature, using 6100 data crawled in RapidMiner. The labeling result obtained 4893 positive sentiments and 1207 negative sentiments with a popularity accurate rate of 89% with 82,02% positive sentiment and 17,98% negative sentiment.
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