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All Journal MATICS : Jurnal Ilmu Komputer dan Teknologi Informasi (Journal of Computer Science and Information Technology) EL-MUHASABA Jurnal Teknologi dan Manajemen Informatika Jurnal Keuangan dan Perbankan Jurnal Informatika SMATIKA Briliant: Jurnal Riset dan Konseptual Journal of Development Research JOIV : International Journal on Informatics Visualization Inform : Jurnal Ilmiah Bidang Teknologi Informasi dan Komunikasi Journal of Information Technology and Computer Science (JOINTECS) Iqtishoduna: Jurnal Ekonomi Islam International Journal of Economics, Business and Accounting Research (IJEBAR) REMIK : Riset dan E-Jurnal Manajemen Informatika Komputer Jurnal Sosial dan Teknologi Jurnal Informatika, Komputer dan Bisnis (JIKOBIS) Jurnal Komputer Teknologi Informasi Sistem Komputer (JUKTISI) Digital Transformation Technology (Digitech) International Journal of Economics (IJEC) Journal of Information Systems Management and Digital Business Jurnal ELTEK Journal of Information System and Application Development JITEEHA: Journal of Information Technology Applications in Education, Economy, Health and Agriculture Smatika Jurnal : STIKI Informatika Jurnal
Mardiana Andarwati
Fakultas Teknologi Informasi - Universitas Merdeka Malang
Humanities Civil Engineering, Building, Construction & Architecture 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 Law, Crime, Criminology & Criminal Justice Library & Information Science Mathematics Social Sciences

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Utilization of Artificial Intelligence in Consumer Sentiment Analysis on Social Media to Support Marketing Strategy Suprapto, Muchammad Zhulfikar; Marisa, Fitri; Andarwati, Mardiana; Puspitarini, Erri Wahyu
Journal of Information Technology application in Education, Economy, Health and Agriculture Vol. 3 No. 1 (2026): Vol. 3 No. 1 (2026): February
Publisher : Lumina Infinity Academy Foundation

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Abstract

The rapid growth of social media platforms has transformed how consumers express their opinions, making sentiment analysis a critical tool for understanding consumer behavior. This research explores the use of Artificial Intelligence (AI) in sentiment analysis, specifically through Natural Language Processing (NLP) techniques, to analyze consumer sentiment on social media platforms such as Twitter and Instagram. By employing sentiment classification models, including BERT (Bidirectional Encoder Representations from Transformers) and Logistic Regression with TF-IDF, the study aims to uncover patterns in consumer sentiment and provide insights to businesses for developing effective marketing strategies. The results demonstrate that BERT outperforms Logistic Regression, offering higher accuracy, precision, recall, and F1-score in sentiment classification. Additionally, sentiment trend analysis highlights how consumer opinions fluctuate over time in response to marketing campaigns, while sentiment distribution analysis provides an overview of the general attitude toward products. This study offers a comprehensive AI-driven framework for businesses to improve customer satisfaction, optimize marketing efforts, and enhance brand loyalty through real-time sentiment insights.
Co-Authors Aditya Galih Sulaksono, Aditya Galih Al-Islama Achyunda Putra, Firnanda Anastasia Lidya Maukar Arie Restu Wardhani Asri Samsiar Ilmananda Bima Sakti Putra Bony Laparsa Bramasta, Yara Dara Denanta, Regita Ceza Devita Maulina Putri, Devita Maulina Diana Zuhroh Dodik Jatmika Edi Subiyantoro Fandi Yulian Pamuji Feri Efendi, Tino Fikri Amrullah Fitri Marisa Futaqi, Faruq Ahmad Handini, Mia Hardiyanto, Muhammad Fernanda Haryono, Dhanang Andryansah Heni Pujiastuti Hudan Eka Rosyadi Istiqomah, Dewi Kukuh Yudhistira Ma'rifani Fitri Arisa Muslikh, Ahmad Rofiqul Nonik Muktiningtyas, Fransisca Prihat Assih Puspitarini, Erri Wahyu Rahmatina Hidayati Ririn Sudarwati Riznofam AR, Moch Rosyidah, Naily Iqomatar Sarfin, Vilasni Sari, Zahrah Ambar Septory, Dramendra Setyaningrum, Fadiyah Suprapto, Muchammad Zhulfikar Swalaganata, Galandaru Syahroni Wahyu Iriananda, Syahroni Wahyu Syarif Hidayatullah Theresia Pradiani Tri Wahyudi Tubagus Mohammad Akhriza Tutut Subadyo Uda, Tonich Yudiyawati, Anggun