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Endang Lestari
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 Atmarina, Diah Bakrie, Saekhol Cutiana Windri Astuti, Cutiana Windri Desia Laila Dian Saputri, Desia Laila Dian Dewi, Dian Puspita Diana Nur Afifah, Diana Nur Emilya Ully Artha Eti Poncorini Pamungkasari Faridha, Faridha Fatikhu Yatuni Asmara Fitriyana, Gusti Ika Rosdiana Indra Farman Jayanti Nigiana P.P, Jayanti L, Muhammad Hidayat Maherawati, Maherawati Margiana, Wulan Masrupah Masrupah, Masrupah Masyhur Masyhur Mawardi, Fitriana Medhina Magdalena, Medhina Muflihah, Ima Syamrotul Muhammad Zainul Arifin Nina Widowati Noor Azizah Nunuk Suryani Pakadang, Grace Liku Purnama, Ardian Pitra Satya Rahmadayanti, Nadya Rasji, Rasji Rifa Suci Wulandari, Rifa Suci Rosidi Rosidi Rumiri Aruan Savero, Muhammad Juan Sihombing, Adolf Leopold S.M. Sihombing, Adolf Lepold S.M. Sinaga, Paber Parluhutan Sudirwo Sudirwo Sunardi Sunardi Suntoro, Dedi Susila, I Made Agus Dharma Syifa, Nadiyatus Tri Anggono Tri Nur Kristina Tri Rahayuni Umi Fatonah Wardimansyah Ridwan Widyandana Widyandana Yadi Utama Yusuf, Dzakiyah Ulya