Skripsi

ANALISIS SENTIMEN PENGGUNA MEDIA SOSIAL MENGENAI JERSEY HOME TIMNAS INDONESIA 2025 BRAND ERSPO MENGGUNAKAN METODE NAIVE BAYES

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Brand Erspo, as a local apparel that collaborated with PSSI for the Indonesian national team jersey in 2025, faced high expectations from the public which triggered various sentiments on social media. This research aims to analyze the sentiment of Twitter social media users towards the Indonesian national team home jersey made by Erspo brand to evaluate product acceptance and identify areas of improvement. This research applies Naïve Bayes algorithm for sentiment classification with text mining method for data pre-processing. The analysis process begins with web scraping data from platform X, followed by a series of data pre-processing stages to produce a clean dataset. From the labeled data, the model was trained and evaluated using 10-fold cross-validation. The evaluation results showed that the Naïve Bayes model achieved an accuracy rate of 81.01%, with a precision of 95.67% for the positive class and 73.48% for the negative class, and a recall value of 64.97% for the positive data and 97.06% for the negative data. Wordcloud analysis on positive sentiment highlights words such as “jersey”, “national team”, and “buy”, indicating appreciation and purchase intention. In contrast, the negative sentiment wordcloud is dominated by the words “jersey”, ‘erspo’, and “national team”, where the word is also followed by other sentences with a negative context, which indicates disappointment from some people, especially regarding the aesthetic aspects of the product. These findings hopefully provide some insight for the Erspo brand to formulate more effective product development and communication strategies in the future.

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Detail Information

Series Title

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Call Number

T1800472025

Publisher

Indralaya : Prodi Sistem Informasi, Fakultas Ilmu Komputer Universitas Sriwijaya., 2025

Collation

xvi, 125 hlm.; ilus.; tab.; 29 cm.

Language

Indonesia

ISBN/ISSN

-

Classification

005.360 7

Content Type

Text

Media Type

unmediated

Carrier Type

other (computer)

Edition

-

Subject(s)

Sistem informasi

Specific Detail Info

-

Statement of Responsibility

MI

Other version/related

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