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Anastasia Lidya Maukar
Universitas Presiden
Humanities Chemical Engineering, Chemistry & Bioengineering Computer Science & IT Control & Systems Engineering Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Electrical & Electronics Engineering Engineering Environmental Science Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Library & Information Science Mathematics Mechanical Engineering Social Sciences Transportation Other

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Journal : The Indonesian Journal of Computer Science

 1 
Comparative Analysis of Naïve Bayes and K-NN Methods on Social Media Boycott Issue X Case Study: McDonald’s Azzahra, Morra Fatya Gisna Nourielda; Vitianingsih, Anik Vega; Cahyono, Dwi; Maukar, Anastasia Lidya; Badri, Fawaidul
The Indonesian Journal of Computer Science Vol. 14 No. 5 (2025): The Indonesian Journal of Computer Science
Publisher : AI Society & STMIK Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33022/ijcs.v14i5.4956

Abstract

The boycott movement against McDonald’s, triggered by its alleged support for Israel during the conflict in Gaza, has generated significant public discourse, particularly on the social media platform X (formerly Twitter). This study investigates public sentiment regarding the boycott campaign by analyzing comments and reactions to related content. A total of 1,585 tweets were collected using techniques for web scraping and underwent a comprehensive pre-processing phase, encompassing cleaning, tokenization, filtering, and stemming. Sentiment categories, namely positive, neutral, and negative, are automatically assigned using a lexicon-based technique customized for the Indonesian language. Text data was transformed into numerical form through the Term Frequency-Inverse Document Frequency (TF-IDF) technique, followed by sentiment classification using two supervised machine learning algorithms: Naïve Bayes and K-Nearest Neighbor (K-NN). Evaluation of both models was conducted using a confusion matrix and classification metrics. The results show that the dataset is highly imbalanced, with 93.5% of the tweets labelled as negative, 6.1% as neutral, and only 0.3% as positive. The K-NN model achieved better performance than Naïve Bayes (NB), with an accuracy of 93%, a precision of 31%, a recall of 33%, and an F1-score of 32%. On the other hand, the Naïve Bayes algorithm reached 39% accuracy, 33% precision, 29% recall, and an F1-score of 22%. These findings highlight the dominance of negative sentiment toward McDonald’s and demonstrate the efficacy of the K-NN algorithm in sentiment classification in unbalanced datasets. The insights from this study can inform public relations strategies and corporate reputation management in the face of socio-political controversies.
Co-Authors Achmad Aziz Wahdana Achmad Choiron Adi Saptari Agus Sasmito Agustinus Noertjahyana Ahmad Yanu Rokhim Anang Aris Widodo andini dwi arumsari Andira Andira Andira Andira Andira Andira Andira Taslim Andira, Andira ANGGI FIRMANSYAH Anik Vega Vitianingsih Anik Vega Vitianingsih Anik Vega Vitianingsih Anik Vega Vitianingsih Anik Vega Vitianingsih Anik Yuesti Anindo Saka Fitri Anindo Saka Fitri Apri Junaidi, Apri Arie Restu Wardhani Arizia Aulia Aziiza Arrosyadi, Laesa Qotrun Nada Arthur Silitonga Athina Sakina Ratum Avania Shinta Azzahra, Morra Fatya Gisna Nourielda Bella Chelsea Berliana Burhan Primanintyo Cakranegara, Pandu Adi Carolena Setephany Christian Setiadi Ciswondo Ciswondo Dewa Anggara Kesuma Dian Retno Sari Dewi DWI CAHYONO Fauzan, Rizky Fauzi, Ariq Ammar Fawaidul Badri Firmansyah, Deden Fitri Marisa Fitri Marisa Fitri Marisa Fitri Marissa Gita Indah Marthasari Gunawan Hamidan, Rusdi Hashim, Ummi Rabah Helmi Indra Purnomo Hermansyah, David Herwan Yusmira Hikmawati, Nina Kurnia Husri Sidi Ineu Widaningsig Sosodoro Ineu Widaningsih Ineu Widaningsih Sosodoro Ineu Widaningsih Sosodoro Ineu Widaningsih Sosodoro, Ineu Widaningsih Intan Puspita Pribadi Intan Yosa Pramisela Jack Febrian Rusdi Jazid Rizkon Jean Hillary P Korua Jenifer Cafriaty Johan Krisnanto Runtuk Johan Runtuk Julius Mulyono Kacung Hariyono Kamalrudin, Massila Kevin Heryadi Yunior Kresna Arief Nugraha KRISTIAWAN KRISTIAWAN Luqman Hakim Mardiana Andarwati MARIFANI FITRI ARISA Mashudi Mashudi Maulidiana, Putri Dwi Rahayu Maurits Walalayo Mieke Wijayanti Minggow, Lingua Franca Septha Mochammad Syaiful Riza Mohamad Toha Mohd Syaiful Rizal Mucalinda Rupasari Mucalinda Rupasari Muhammad Afra Irwansyah Muzaki, Mochammad Rizki Nurhaba Djiha Octa Wendy Tanurahardja Oktavia Sunny Pramisela, Intan Yosa Pramudita, Atanasia Pramudita, Krisna Eka Puspitarini, Erri Wahyu Putri, Jessica Ananda Putri, Natasya Kurnia Putu Gede Ari Krismantoro Rachmad Ary Ramadhan Ramadhan, Rachmad Ary Rendy - Resza Adistya Pangestu Rhiza Adiprabowo Rhiza Adiprabowo, Rhiza Richki Hardi Rijal, Khaidar Ahsanur Rivaldo Tito Lamberto Da Silva Rusdi, Jack Febrian Salmanarrizqie, Ageng Seftin Fitri Ana Wati Seftin Fitri Ana Wati Shofa Ramadhina Sigit Sigalayan Siti Hajar Binti Mohtar Slamet Kacung Slamet Kacung, Slamet Slamet Riyadi, Slamet Riyadi Stefanus Setiady SUMARDI Susilo, Yunus Sutrisno Sutrisno Syahroni Wahyu Iriananda, Syahroni Wahyu Tantyo Edo Wicaksana Tubagus Mohammad Akhriza Ullum, Choirul Wati, Seftin Fiti Ana Wati, Seftin Fitri Ana Widiya Nur Permata Yana Hendriana Yasin, Verdi Yomara Oktafamero Yoyon Arie Budi Suprio Yudi Kristyawan, Yudi Yunus Susilo Yustian Zandroto, Yosefin Yuniati Zangana, Hewa Majeed