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All Journal Journal of Informatics, Electrical and Electronics Engineering
Wira Mulia, M. Roid
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Aerospace Engineering Automotive Engineering Chemical Engineering, Chemistry & Bioengineering Control & Systems Engineering Decision Sciences, Operations Research & Management Electrical & Electronics Engineering

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Pengukuran Akuisisi Pelanggan Insyira Oleh-Oleh Berdasarkan Analisis Sentimen Pengguna Instagram Wira Mulia, M. Roid; Inggih Permana; Febi Nur Salisah; Eki Saputra; Arif Marsal
Journal of Informatics, Electrical and Electronics Engineering Vol. 4 No. 4 (2025): June 2025
Publisher : Forum Kerjasama Pendidikan Tinggi (FKPT)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47065/jieee.v4i4.2472

Abstract

Social media, especially Instagram, has transformed how businesses interact with customers and market products. However, there remains a literature gap regarding customer acquisition measurement through sentiment analysis of Instagram comments. This research aims to measure customer acquisition at Insyira Oleh-Oleh Pekanbaru by analyzing 1,363 comments from May 2024 to May 2025 using Python-based Natural Language Processing (NLP). The results show neutral sentiment dominates (47.7%) with the highest acquisition rate (50.9%) - meaning every 2 neutral comments yield 1 acquisition - compared to positive (37.7%) and negative comments (41.8%). The Chi-square test confirms the significant relationship between sentiment and acquisition (?²=21.78; p<0.0001), while (OR=0.58; CI[0.46,0.73]) indicates positive comments have 42% lower acquisition probability than neutral ones, forming triangular consistency that eliminates doubts. Negative sentiment also yields higher acquisition than positive sentiment, challenging the assumption that positive comments are most effective for acquisition. This reveals neutral comments containing product inquiries have greater acquisition potential. The study provides new insights for digital marketing strategy, emphasizing the importance of quick responses to neutral comments to enhance new customer conversion.
Co-Authors Arif Marsal Eki Saputra Febi Nur Salisah Inggih Permana