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All Journal Infotech: Jurnal Informatika & Teknologi
Deyana Kusuma Wardani
Astra Polytechnic
Computer Science & IT Control & Systems Engineering Energy Engineering Industrial & Manufacturing Engineering

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Development of an AI-Based sentiment analysis system for customer interest identification I Made Dananjaya Adyatma; Deyana Kusuma Wardani; Radix Rascalia
INFOTECH : Jurnal Informatika & Teknologi Vol 7 No 1 (2026): INFOTECH: Jurnal Informatika & Teknologi
Publisher : LPPMPK - Universitas Muhammadiyah Cileungsi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37373/infotech.v7i1.2132

Abstract

A financing service company with a digital business unit plays a strategic role in supporting digital transformation, particularly within the telemarketing department. The process of identifying customer interest in product offerings is currently carried out subjectively by the sales team, resulting in inefficiencies when following up with potential customers. This issue is addressed through the development of a sentiment analysis information system based on artificial intelligence to analyze customer conversation transcripts. The system was developed using the Prototyping System Development Methodology and utilizing GPT-4o Mini model, as the core AI model due to its optimal balance of contextual understanding. The implementation and testing results show that the system is capable of identifying customer sentiment with an accuracy of 90% based on the confusion matrix evaluation. This study contributes by integrating a lightweight transformer-based model into a real-world telemarketing information system and assessing its effectiveness using operational data.
Co-Authors I Made Dananjaya Adyatma Radix Rascalia