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Maya Ariyanti
Universitas Telkom
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Journal : eProceedings of Engineering

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Analisis Sinyal Eeg Dengan Studi Kasus Pengaruh Respon Pengambilan Keputusan Pembelian Impulsif Dari Sugesti Olvaktori Marketing Fitra Ayu Larasati; Hilman Fauzi Tresna Sania Putra; Maya Ariyanti
eProceedings of Engineering Vol 8, No 2 (2021): April 2021
Publisher : eProceedings of Engineering

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Abstract

Abstrak Seiring dengan pesatnya perkembangan zaman, metode penelitian juga kian bervariasi, dan terasa semakin mudah untuk menemukan metode yang cocok dengan penelitian yang hendak direncanakan, dan marketing adalah salah satunya. Neuromarketing yang merupakan cabang ilmu dari neuroscience, mempelajari respon otak berkaitan dengan marketing. Pengukuran dari respon sinyal otak manusia dilakukan dengan menggunakan sinyal electroencephalography (EEG) yang juga dipicu oleh stimulus olfactory. Stimulus diberikan kepada responden untuk mendapatkan analisis pengaruh stimulus terhadap hasil pengambilan keputusan responden. Sinyal EEG melalui tahap filtering pada pre-processing dengan menggunakan filter band pass butterworth orde 5 dan frekuensi cut-off 13 Hz – 30 Hz. Untuk mendapatkan karakteristik fitur sinyal, ekstraksi ciri menggunakan metode statistik EEG berupa mean, energy, entropy, kurtosis dan standar deviasi. Dibentuk dataset untuk klasifikasi dengan metode support vector machine (SVM) sehingga didapatkan kombinasi entropy, energy, kurtosis dan standar deviasi dengan akurasi sebesar 0,62 sebagai parameter analisis pola sinyal responden. Serta pengenalan pola sinyal dengan menggunakan metode irisan nilai fitur sehingga didapatkan akurasi pengenalan pola sinyal terbaik di fitur entropy dengan akurasi sebesar 0,63. Kata kunci: neuromarketing, pengambilan keputusan, EEG, olfactory. Abstract Along with the rapid development of the times, research methods are also increasingly varied, and it feels increasingly easy to find methods that match the research to be planned, and marketing is one of them. Neuromarketing which is an offshoot of neuroscience, studies brain responses related to marketing. Measurements of the human brain's signal response were made using electroencephalography (EEG) signals that were also triggered by olfactory stimulus. Stimulus is given to respondents to get an analysis of the influence of stimulus on the results of respondents' decision making. The EEG signal then passes through the filtering stage in pre-processing using butterworth pass band filter order 5 and cut-off frequency of 13 Hz – 30 Hz. To obtain signal feature characteristics, extraction of characteristics using statistical methods of EEG in the form of mean, energy, entropy, kurtosis and deviation standards. Formed dataset for classification with vector machine support method (SVM) so that obtained a combination of entropy, energy, kurtosis and deviation standard with accuracy of 0.62 as a parameter of analysis of respondents' signal patterns. As well as signal pattern recognition using the feature value slice method so that the best signal pattern recognition accuracy is obtained in the entropy feature with an accuracy of 0.63. Keywords: neuromarketing, decision making, EEG, olfactory
Co-Authors Adhi Prasetio Adhi Prasetyo Ahmad Darajat Basallama Aina, Rizqi Ajeng Luthiyatul Farida Amri, Gatot Anak Agung Gede Sugianthara Anna Tsamarah Yudiawati Astri Ghina Candiwan Christalia, Windy Davin, Hans Dedi Iskamto Denta Rahmadani Dewi Purwati Dewi, Fianti Krisna Dezila, Raissa Dian Pertiwi Wulandari Dwi Fitrizal Salim Elly Suryani Eva Nurazizah Eva Nurhazizah Fauzi, Adryan Fitra Ayu Larasati Gadang Ramantoko Gioliano Putra Goenandar, Billy Hanifah Aprillia, Wahyuning Helni Mutiarsih Jumhur Heppy Millanyani Heris, Faradisya Hilman Fauzi, Hilman Ilham Majid Rabbani Ilma Aliya Sahal Januar, Rifat Kharisma, Mita Lili Adi Wibowo Lira Parahita Agni Putri Mahayasa, I Made Prasetya Wiguna Mardotillah, Aini Restu Maria Apsari Sugiat Mita Kharisma Muhammad Saiful Arifin Nadia Putri Karenina Navira Wirvani Nia Handayani Nur Lela sari Nurohman, Choirudin Alza Nurul Hafizah Pramono, Indro Pratiwi, Daulika Putri Fariska Sugestie Putri, Kartika Aulia Rachman, Mochamad Arif Rachmat Ramadhani, Muh. Raissa Dezila Ratih Hendayani Refi Rifaldi Windya Giri Reza Armanda Lubis Reza Azkia Rahmi Ricky Agusiady Rifki Hariadi, Maghfira Rinarika, Dewi Rizka Utami, Fany Rudy Hermanto, Muchamad Ruli Kuniawati, Novia Saleh, Rusdi Setiana, Gege Arum Siska P Yudowati Soeparwoto Dharmoputra Sri Widiyanesti Taufik Hidayah, Riski Tiara Salsabila Fasya Trinadisha, Thalia Sabina Tyas Pawitra, Mohammad Veronita, Rika Virghina Dhia Elwitrisnasafitri Vyanna Zuleika Wahyudi Wahyuningtyastuti, Indrajati Yumna Tazkia Yunanto, Wahyu Yusza Reditya Murti Zaenal Aripin Zahra Aqilla Putri Chandra Zahra Rahmi Hanifah Zaki Chandra Negara