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All Journal Jurnal Mirai Management Jurnal Sains, Teknologi dan Komputer
Toruan, Anjel Monika Lumban
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Agriculture, Biological Sciences & Forestry Chemistry Computer Science & IT Control & Systems Engineering Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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Penggunaan NLP dalam Analisis Sentimen untuk Meningkatkan Kepuasan Pelanggan pada Pengguna E-commerce: Lazada Toruan, Anjel Monika Lumban; Panjaitan, Bonjovi Marselino; Tumangger, Emya Malum Karina; Ulfa, Rahma Nadila; Panjaitan, Gabriella Dominggoes
Jurnal Sains, Teknologi & Komputer Vol. 1 No. 1 (2024): Jurnal Sains, Teknologi & Komputer (SAINTEK)
Publisher : Lembaga Riset Mutiara Akbar

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56495/saintek.v1i1.452

Abstract

The rapid growth of e-commerce in Indonesia has increased competition in this industry. To retain customers and win the competition, e-commerce platforms need to deeply understand customer needs and wants. One way to understand customer sentiment is to use NLP and sentiment analysis. This research aims to analyze the influence of NLP: Sentiment Analysis in increasing customer satisfaction among e-commerce users: Lazada. This research uses quantitative methods with a survey approach. Data is collected by: Collecting reviews and comments from Lazada customers on platforms and social media. Analyze data using NLP techniques: Sentiment Analysis to identify customer sentiment. Conduct statistical analysis to determine the relationship between customer sentiment and customer satisfaction. The research results show that there is a significant relationship between customer sentiment and Lazada customer satisfaction. Customers who are satisfied with Lazada's services tend to give positive reviews. These positive reviews can help Lazada to understand customer needs and wants. This can be used to improve the quality of Lazada products and services, as well as provide a better customer experience. Here are some of the benefits of NLP: Sentiment Analysis in increasing customer satisfaction: Helping e-commerce players to understand customer needs and desires, helping e-commerce players to identify problems faced by customers, helping e-commerce players to improve the quality of products and services, helping e-commerce players to provide a better customer experience. Therefore, e-commerce players can utilize NLP: Sentiment Analysis to increase customer satisfaction and increase their business competitiveness.
Pengaruh Key Opinion Leader Dan Social Media Marketing Di Tiktok Terhadap Brand Awareness Pada Produk Kecantikan Skintific Di Kalangan Mahasiswa Bisnis Digital Unimed. Toruan, Anjel Monika Lumban; Siahaan, Sabda Dian Nurani
Jurnal Mirai Management Vol 10, No 2 (2025)
Publisher : STIE AMKOP

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37531/mirai.v10i2.9681

Abstract

Penelitian ini bertujuan untuk mengetahui pengaruh Key Opinion Leader dan Social Media Marketing terhadap Brand Awareness produk kecantikan Skintific di kalangan mahasiswa Bisnis Digital UNIMED. Penelitian menggunakan pendekatan kuantitatif dengan analisis regresi linear berganda, melibatkan 120 responden yang pernah melihat promosi Skintific melalui media sosial. Hasil penelitian menunjukkan bahwa baik Key Opinion Leader maupun Social Media Marketing memiliki pengaruh positif dan signifikan secara parsial maupun simultan terhadap Brand Awareness. Hasil analisis menunjukkan bahwa Key Opinion Leader dan Social Media Marketing memiliki pengaruh positif terhadap Brand Awareness, dengan nilai koefisien regresi masing-masing sebesar 0,404 dan 0,487. Key Opinion Leader memiliki nilai thitung sebesar 4,099 (Sig. 0,031), sementara Social Media Marketing memiliki thitung 4,902 (Sig. 0,000). Secara simultan, keduanya berpengaruh signifikan dengan fhitung sebesar 55,103 (Sig. 0,000). Nilai R² sebesar 0,485 mengindikasikan bahwa 48,5% variasi Brand Awareness dapat dijelaskan oleh kedua variabel tersebut. Temuan ini menegaskan bahwa Key Opinion Leaderaborasi dengan Key Opinion Leader serta strategi pemasaran media sosial yang tepat sangat efektif dalam membangun kesadaran merek di kalangan konsumen muda. Kata kunci: Key Opinion Leader, Social Media Marketing, Brand Awareness, Skintific, TikTok
Co-Authors Panjaitan, Bonjovi Marselino Panjaitan, Gabriella Dominggoes Siahaan, Sabda Dian Nurani Tumangger, Emya Malum Karina Ulfa, Rahma Nadila