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Jurusan Administrasi Publik Fakultas Ilmu Sosial dan Ilmu Politik Universitas Diponegoro
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Journal : Journal of Information Systems and Informatics

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Harnessing SVM for Sentiment Analysis: Insights from Gojek's Instagram Engagement Savero, Muhammad Juan; Ibrahim, Ali; Utama, Yadi; Lestari, Endang
Journal of Information System and Informatics Vol 7 No 1 (2025): March
Publisher : Universitas Bina Darma

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.51519/journalisi.v7i1.1041

Abstract

The development of digital technology has changed the transportation industry, including online services such as Gojek. Understanding customer sentiment is key in improving user experience and designing more effective business strategies. This research analyzes Gojek user sentiment on Instagram using Support Vector Machine (SVM). Data is obtained through web scraping, then processed through text cleaning, tokenization, common word removal, and stemming. Features were extracted using Term Frequency-Inverse Document Frequency (TF-IDF) before being classified with SVM. The results showed that the SVM model achieved 70.82% accuracy in classifying user sentiment. Most positive comments highlight the convenience and efficiency of the service, while negative comments are more related to high tariffs, application constraints, and less responsive customer service. These findings provide insights for Gojek to improve marketing strategies, optimize customer service, and adjust fare policies based on user feedback. In addition, this analysis can help in predicting real-time customer satisfaction trends through sentiment monitoring on social media. As a development step, this research recommends further exploration with deep learning and Aspect-Based Sentiment Analysis (ABSA) to improve accuracy and understand the service aspects that have the most influence on customer satisfaction.
Co-Authors -, Rifa Suci Wulandari Adilla, Ikrar Ahadi, Khalif Al Arfan, Adam Ali Ibrahim Andika Putra Pratama Anna Nur Faidah Arifin, Muh. Zainul Atmarina, Diah Aya, Wa Azam Arifyadi Azizah , Aida Bakrie, Saekhol Cutiana Windri Astuti, Cutiana Windri DAMAJANTI KUSUMA DEWI Desia Laila Dian Saputri, Desia Laila Dian Dewi, Dian Puspita Dhevy Puswiartika Dian Apriliana Rahmawatie Diana Nur Afifah, Diana Nur Djazuly Chalidyanto Dwi Rosa Indah Emilya Ully Artha Eti Poncorini Pamungkasari Faridha, Faridha Fatikhu Yatuni Asmara Fitricia Elfisa Iriani, Kunto Fitriyana, Gusti Gumay, Naretha Kawadha Pasemah Herliany Yusuf, Ode Yahyu Ika Rosdiana Indra Farman Jayanti Dian Eka Sari, Jayanti Dian Jayanti Nigiana P.P, Jayanti Jumawan, Jumawan Karni, Karni L, Muhammad Hidayat Lammi, Muhammad Hidayat M Masrupah Mahanani, Endah Normawati Maherawati, Maherawati Margiana, Wulan Masrupah Masrupah, Masrupah Masyhur Masyhur Mawardi, Fitriana Medhina Magdalena, Medhina Mgs Afriyan Firdaus Muflihah, Ima Syamrotul Muhammad Zainul Arifin Ngadio, Gabriel Nina Widowati Noor Azizah Nunuk Suryani Nurfaiza, Diza Ulya Nurfaizah, Diza Ulya Nurwahyuni, Oktria Pakadang, Grace Liku Pramudiyanto, Ahmad Purnama, Ardian Pitra Satya Raden Mohamad Herdian Bhakti Rahmadayanti, Nadya Rasji, Rasji Regino, Jocel M. Ridwan Syahran Rifa Suci Wulandari, Rifa Suci Rohani Rohani Rosidi Rosidi Rumiri Aruan Sandy, Nurwia Savero, Muhammad Juan Septiana, Rika Septiana Setyanto, Suroto Rosyd Sihombing, Adolf Leopold S.M. Sihombing, Adolf Lepold S.M. Sinaga, Paber Parluhutan Sripatin, Sripatin Sudirwo Sudirwo Sunardi Sunardi Suntoro, Dedi Supangat, Ririn Widyowati Susila, I Made Agus Dharma Sutiana, Darwat Syifa, Nadiyatus Taunar, Irlika Tri Anggono Tri Nur Kristina Tri Rahayuni Tsabitah, Laila Umi Fatonah Utami, Nadia Wardimansyah Ridwan Widyandana Widyandana Yadi Utama Yanti, Nelly Yusuf, Dzakiyah Ulya