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All Journal Jurnal Teknologi Dan Sistem Informasi Bisnis PINISI Discretion Review
Saputra, Ramadani
Unknown Affiliation
Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Electrical & Electronics Engineering Social Sciences

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Analisis Sentimen Terhadap Program Makan Siang & Susu Gratis Menggunakan Algoritma Naive Bayes Saputra, Ramadani; Hasan, Firman Noor
Jurnal Teknologi Dan Sistem Informasi Bisnis Vol 6 No 3 (2024): Juli 2024
Publisher : Prodi Sistem Informasi Universitas Dharma Andalas

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47233/jteksis.v6i3.1378

Abstract

The utilization of social media platforms like Twitter has become crucial for the public to voice opinions regarding political programs, including the Free Lunch and Milk Program advocated by Presidential Candidate Pair number 02, Prabowo-Gibran, in the 2024 Presidential Election. This research employs the Naive Bayes classification method with the assistance of the RapidMiner application to analyze public sentiment towards the program. Out of the 785 Twitter data examined, approximately 81.7% displayed negative sentiment, while 6.6% were neutral, and 11.7% exhibited positive sentiment. Despite the prevalence of negative sentiment, there was also support for the program. Model evaluation utilizing 10-fold cross-validation, alongside SMOTEUP sampling and TF-IDF implementation, revealed an accuracy of 92.96%, recall of 85.30%, and precision of 94.57%. These results indicate that the model performs well in classifying sentiment from the test data.
Analysis of the Impact of Online Marketing Campaigns on Consumer Behavior in Indonesia's E-Commerce Market Santosa, Handi Dipo; Manulang, Leo; Saputra, Ramadani; Sofiati, Evi
PINISI Discretion Review Volume 7, Issue 2, March 2024
Publisher : Universitas Negeri Makassar

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.26858/pdr.v7i2.66001

Abstract

The rapid growth of e-commerce in Indonesia has transformed the way consumers interact with brands, largely influenced by the proliferation of online marketing campaigns. With the increasing use of digital platforms, businesses are leveraging targeted campaigns to influence consumer behavior, which plays a crucial role in purchasing decisions. This study aims to analyze the impact of online marketing campaigns on consumer behavior in Indonesia's e-commerce market, focusing on how elements such as personalization, promotions, and social media engagement shape consumer preferences and purchasing patterns. A quantitative research approach was employed, utilizing surveys distributed to 400 e-commerce users across major cities in Indonesia. The data was analyzed using statistical tools to determine the correlation between the effectiveness of marketing campaigns and changes in consumer behavior. The results indicate that personalized marketing campaigns, especially those delivered via social media platforms, have a significant positive effect on consumer engagement and purchase intent, with 68% of respondents more likely to complete a purchase following exposure to tailored promotions. Additionally, discounts and limited-time offers were found to be the most effective drivers of consumer action, contributing to increased sales and brand loyalty. However, the study also identifies challenges such as consumer skepticism towards overly aggressive marketing tactics, which may lead to decreased trust in the brand. Overall, this research provides valuable insights into the strategies that can enhance consumer engagement and purchasing behavior in Indonesia’s dynamic e-commerce market, offering practical recommendations for marketers to optimize their online campaigns.
Co-Authors Evi Sofiati Firman Noor Hasan Manulang, Leo Santosa, Handi Dipo