<![CDATA[This research aims to analyze sentiment regarding the problem of product boycotting by the public using the Naive Bayes algorithm. 1426 data were collected from social media x to study consumer behavior towards certain products. Through the application of the Naive Bayes algorithm, sentiment analysis was carried out to identify patterns in consumer opinions regarding boycotting the products studied. Experimental results show that the Naive Bayes algorithm succeeded in achieving 81% accuracy in classifying sentiment towards products. This shows the algorithm's ability to analyze consumer sentiment effectively, which can provide valuable insights for companies in understanding public perception and managing the reputation of their products. The practical implication of this research is the importance of utilizing sentiment analysis techniques in marketing strategy and brand management to increase product competitiveness in a competitive market.]]>
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