Analisis Sentimen Brand Ambassador Artis Korea Selatan pada Produk Indonesia dengan Lexicon

Abstract

The use of South Korean artists as brand ambassadors for Indonesian products is one way that e-commerce and local companies do to attract consumers. However, it reaped positive and negative responses from the public. The social media used to issue opinions regarding this matter is Twitter. This study conducts sentiment analysis from tweets on Twitter regarding this topic. The method used is Lexicon sentiment. The sentiment Lexicon works by first making a dictionary of opinion words and matching them with the sentiment words contained in the Lexicon dictionary. The Lexicon dictionary used is InSet Lexicon. Sentiment classification is divided into 2 namely, positive and negative. Data collection uses the Twitter API with the keyword "BA Artis Korea" as many as 366 data tweets. The research phase consists of data collection, text preprocessing, Lexicon sentiment, visualization, and testing. The results of the classification using the Lexicon method obtained 67.1% positive and 32.9% negative. It was found that the use of South Korean artists to become brand ambassadors for Indonesian products received positive sentiment. Accuracy, precision, and recall values ​​obtained by looking at the confusion matrix table are 78% accuracy, 68% precision, and 61% recall.