<![CDATA[The development of information technology has had a significant impact on various aspects of life, including education. One of the universities that has gained public attention is Universitas Pamulang. As one of the largest private higher education institutions in Indonesia, Universitas Pamulang needs to continuously improve. One of the key references for these improvements is public opinion. To understand public opinion regarding Universitas Pamulang, an analysis was conducted on the social media platform Twitter. Therefore, this study examines public sentiment toward Universitas Pamulang using Twitter data and the Naïve Bayes method. The Naïve Bayes method was chosen due to its advantages in text classification, particularly in sentiment analysis. The research data was collected from Twitter during the first wave of new student admissions for the 2024/2025 academic year. The analysis process involved identifying the dominant sentiment (positive, negative, or neutral) in public opinion, exploring the institution's strengths and weaknesses, and providing recommendations for improving the quality of academic services, administration, and the reputation of Universitas Pamulang. The results of this study indicate that the Naïve Bayes algorithm can be effectively used for sentiment analysis, achieving a high level of accuracy. This research is expected to contribute academically to sentiment analysis studies in the higher education sector in Indonesia.]]>
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