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The increasing volume of online hotel reviews provides valuable insights into customer perceptions but poses challenges for manual analysis due to its unstructured nature. This study aims to compare the performance of Recurrent Neural Network (RNN) and Bidirectional Encoder Representations from Transformers (BERT) in hotel review sentiment analysis. A total of 20,491 TripAdvisor hotel reviews were classified into three sentiment categories: negative, neutral, and positive. The research methodology includes text preprocessing, stratified data splitting, class imbalance handling using Random Over-Sampling, tokenization, and supervised model training. Model performance was evaluated using a confusion matrix and classification metrics. The results indicate that BERT outperforms RNN, achieving an accuracy of 80.54%, while RNN reached 62.21%. BERT demonstrated superior capability in capturing contextual and semantic information in hotel reviews. These findings suggest that transformer-based models are more effective for sentiment analysis of complex textual data in the hospitality domain and can support data-driven service improvement strategies.    

This study conducts sentiment analysis of Indonesian user reviews of the CapCut application using IndoBERT and compares two evaluation schemes: a single 80/20 train–test split and stratified 5-fold cross-validation (k=5). A total of 1,048,575 reviews were collected from the Google Play Store through web scraping and labeled into three sentiment classes based on rating: negative (1–2), neutral (3), and positive (4–5). After preprocessing—cleaning, case folding, banned-word removal, normalization—and duplicate removal, 517,962 reviews were retained. IndoBERT Base P1 was fine-tuned using fixed hyperparameters (batch size 32, learning rate 2e-5, up to 4 epochs, early stopping patience 2), while undersampling was applied to the training set to address class imbalance. Performance was assessed using accuracy, precision, recall, F1-score, and ROC-AUC, supported by confusion matrix and ROC-curve visualizations. The single split achieved an accuracy of 0.756, whereas cross-validation produced a mean accuracy of 0.740. Across both schemes, the positive class achieved the best performance (F1-score 0.850; ROC-AUC 0.918–0.919), while the neutral class remained the most challenging (precision 0.198–0.206; F1-score 0.280–0.283). Overall, cross-validation is recommended for reporting because it reduces dependence on a single partition and provides a more representative estimate across multiple splits.

The rapid growth of e-commerce platforms in Indonesia, particularly Tokopedia, has resulted in a large volume of consumer reviews containing valuable information regarding customer perceptions and satisfaction. However, manual analysis of such reviews is inefficient and prone to subjectivity, necessitating an automated approach based on machine learning. This study aims to classify the sentiment of sports product reviews on Tokopedia into positive, negative, and neutral categories by applying Logistic Regression, Support Vector Machine (SVM), and Random Forest using the Term Frequency–Inverse Document Frequency (TF-IDF) approach. The data were collected through web scraping of Indonesian-language sports product reviews and processed through several preprocessing stages, including data cleaning, case folding, tokenization, stopword removal, and stemming. Feature representation was performed using TF-IDF to transform textual data into numerical vectors, after which the dataset was divided into training and testing sets with an 80:20 ratio. Model performance was evaluated using accuracy, precision, recall, and F1-score metrics. The results indicate that the application of TF-IDF significantly improves the performance of all models, with SVM consistently achieving the most optimal performance compared to Logistic Regression and Random Forest. These findings demonstrate that classical machine learning algorithms combined with TF-IDF remain highly effective for sentiment analysis of Indonesian-language text. The implications of this study are expected to assist sellers in understanding customer opinions, support consumers in making informed purchasing decisions, and serve as a foundation for the development of sentiment analysis and recommendation systems on e-commerce platforms.

The Ministry of Social Affairs has made a new breakthrough in facilitating the public in checking social assistance recipients, namely the social assistance check application. User reviews can be used to find out whether the application provides benefits to the community or not. However, these reviews need to be processed using sentiment analysis. Then to do sentiment analysis requires machine learning. One method that includes machine learning is Naïve Bayes. The purpose of this research is to implement the Naïve Bayes method in conducting sentiment analysis and find out whether the social assistance check application is beneficial to society based on the results of sentiment analysis. In this study, two categories of sentiment are used, namely positive and negative. The author collects by crawling using the Google Play Scrapper library. The results of crawling data obtained as many as 4000 data. The results showed that the actual data that had been labeled using Textblob resulted in 987 negative label reviews and 628 positive label reviews. Meanwhile, the Naïve Bayes method is able to analyze the review sentiment of the social assistance check application with the results of 1181 negative sentiments and 434 positive sentiments. The Naïve Bayes model has a good accuracy rate of 0.77 or 77% in analyzing sentiment for social assistance check application reviews.

The growth of e-commerce in Indonesia has led to an increase in product reviews, including for beauty products on Tokopedia and Shopee. These reviews serve as important sources of information to assess consumer satisfaction; however, manually analyzing thousands of reviews daily is impractical. This study applies Natural Language Processing (NLP) with Naive Bayes, C4.5, XGBoost algorithms to classify sentiment in Indonesian-language reviews. The dataset used consists of 76,256 reviews labeled as positive, negative, and neutral. The research stages include text preprocessing, feature representation using BoW and TF-IDF, data balancing through SMOTE, and model performance evaluation based on accuracy, precision, and recall. Differences in results among the algorithms were analyzed using ANOVA. The results show that Naive Bayes achieved the highest accuracy at 67.71%, followed by XGBoost at 65.91%, and C4.5 at 58.39%, with Naive Bayes performing best in identifying positive and negative sentiments, while XGBoost and C4.5 handled more complex data patterns effectively. These findings provide guidance for sentiment analysis in Indonesian and support businesses in obtaining automated insights from customer reviews to improve product quality and services.

Sentiment analysis is a technique in Natural Language Processing (NLP) used to identify user opinion tendencies based on textual reviews. This study analyzer user reviews of the Maxim application on the Google Play Store and compares three Machine Learning algoritmhs-Naïve Bayes, Support Vector Machine (SVM), and CatBoost-in classifying sentiment. The research stages include data collection, text preprocessing, feature extraction using TF-IDF and Chi-Square, class balancing using SMOTE, and performance evaluation through Accuracy, Precision, Recall, and F1-Score. ANOVA is used to examine the influence of feature selection on model performance. The results show that each model exhibits different performance level across the tested feature combinations. The CatBoost achieved the highest accuracy of 99,26% and demonstrating the most stable performance. Meanwhile, the Naïve Bayes and SVM models experienced performance decreases experiments, especially after applying SMOTE. These findings indicate that the choise of algorithm, feature extraction method, and class balancing technique significantly affects classification outcomes. Overall, CatBoost is identified as the best-performing model, providing more consistenst classification result in accordance with the characteristics of the user reviews.

Abstract: The rapid diffusion of Generative Artificial Intelligence (AI) has intensified public debate regarding its benefits, risks, and societal implications. This study investigates public sentiment and thematic structures surrounding Generative AI by analyzing Twitter discourse as a representation of large-scale, real-time public perception. The research addresses two main problems: how public sentiment toward Generative AI is distributed and what dominant themes shape this perception. Accordingly, the objective is to map both emotional polarity and thematic narratives embedded in social media conversations. A computational mixed-methods approach was employed using a dataset of 12,470 tweets collected on 17 December 2024. Sentiment classification was conducted using a transformer-based DistilBERT model, while semantic representations were generated with Sentence-BERT. Topic modeling was performed using BERTopic, integrating HDBSCAN clustering and class-based TF-IDF to extract coherent and interpretable topics. Human-in-the-loop validation supported the interpretive robustness of topic labeling. The findings reveal that public sentiment toward Generative AI is predominantly positive (41.8%), particularly in relation to productivity enhancement, education, and creative applications. Neutral sentiment (31.4%) reflects informational discourse, while negative sentiment (26.8%) centers on ethical concerns, privacy risks, misinformation, and AI hallucinations. Seven dominant topics were identified, with clear topic–sentiment alignment showing optimism in utility-driven themes and skepticism in ethics- and risk-related discussions. In conclusion, public perception of Generative AI is dualistic—characterized by strong enthusiasm alongside persistent caution. These results provide empirical insights for AI governance, responsible innovation, and future research on socio-technical impacts of Generative AI. *    

The development of social media platforms like TikTok has created new spaces for digital economic activities, including the practive of thrifting, which has now become a trend among the public. However, government policies that block these activities have sparked various public reactions. This study aims to analyze public sentiment regarding the issue of thrifting bans on the TikTok platform using the Bidirectional Long Short-Term Memory (Bi-LSTM) method. This method was chosen because it can understand text context from both directions, allowing it to capture deeper semantic meaning. The dataset consist of 4,000 TikTok user comments collected through a crawling process. The research stages include data preprocessing, sentiment labeling, splitting training and test data, training the Bi-LSTM model, and evaluating performance using accuracy, precision, recall, and F1-score metrics. The research results show that the Bi-LSTM model achieved an accuracy of 86.15%, with stable classification performance and minimal error rate. These findings indicate that Bi-LSTM is effective for sentiment analysis of public opinions on Indonesian language social media, particularly on context specific policy issues. Further development can be carried out by adding pre-trained embeddings or attention mechanisms to improve the model’s performance.

The rapid expansion of e-commerce in Indonesia has resulted in a significant rise in the number of customer reviews, which serve as a valuable source of insight for understanding consumer satisfaction. This study aims to classify or identify sentiments from product reviews on the Tokopedia platform into three categories, using the Support Vector Machine algorithm. The classification method data were ethically collected through web scraping and include review text, ratings, and the number of “likes.”  The preprocessing stage involved several NLP techniques such as pre-procesesing data representation was generated using the Term Frequency–Inverse Document Frequency method, while the issue of class imbalance was addressed using the Synthetic Minority Over-sampling Technique.  Based on the test results, the SVM model achieved an accuracy of 79.48% on the test data using a linear kernel, showing the best performance in classifying positive sentiments. However, the classification of neutral and negative sentiments still requires improvement. This study demonstrates that the combination of the TF-IDF method, additional numerical features, and data balancing techniques can produce an an efficient sentiment analysis model within the e-commerce domain.

This study aims to analyze user sentiment toward the integration of Artificial Intelligence (AI) in online learning platforms, which are increasingly expanding in the digital era. With the growing use of AI technologies in education—such as learning chatbots, material recommendation systems, and automated assessments—it is essential to understand users’ perceptions and reactions to these implementations. The research employs sentiment analysis based on text mining using user review data collected from various online learning platforms. The analysis process includes data preprocessing, sentiment classification using machine learning algorithms, and interpretation of results based on the proportion of positive, negative, and neutral sentiments. The findings indicate that most users express positive sentiments toward AI integration, as it enhances learning efficiency and personalization. However, some users raise concerns regarding data privacy and the lack of human interaction. This study is expected to serve as a reference for educational platform developers to design AI systems that are more adaptive, transparent, and user-centered

The revocation of Pinkflash's cosmetic product distribution license by the Food and Drug Supervisory Agency (BPOM) has once again attracted public attention after the brand experienced a similar incident in 2024. This crisis raises questions about Pinkflash's public relations strategy in maintaining consumer trust and preserving its brand reputation. This study aims to analyze Pinkflash's public relations strategy and measure the impact of the crisis on public perception through social media sentiment analysis using Brand24. The research method used is a descriptive qualitative approach. The main data in this study was obtained from official documents by BPOM and official brand statements, which were then analyzed using content analysis and sentiment analysis using Brand24. The results of the study show that Pinkflash's crisis response only temporarily dampened negative sentiment. The root of the problem lies in weak governance, which led this study to conclude that reputation can only be rebuilt through comprehensive improvements to the quality of its systems and supply chain, with a commitment to honest operations as the key.

This study presents a Systematic Literature Review on Artificial Intelligence (AI) and Natural Language Processing (NLP) applications for customer support automation and digital service optimization. The review follows the PRISMA framework to ensure methodological rigor and transparency, focusing on literature published between 2020 and 2025 from the Scopus database. The findings reveal that AI-driven technologies, including Machine Learning, Deep Learning, and Large Language Models, have significantly improved efficiency, response time, and customer satisfaction in customer support and digital service. Common NLP applications include sentiment analysis, ticket classification, and automated response generation. Among these, hybrid and transformer-based models demonstrate superior accuracy and contextual understanding compared to traditional algorithms. However, several challenges persist, including data quality limitations, privacy and security concerns, algorithmic bias, and linguistic ambiguities such as sarcasm and negation. Moreover, issues related to trust and ethical adoption continue to influence user acceptance of AI systems. This review provides a comprehensive synthesis of current methodologies, trends, and research gaps, offering insights for future studies to develop explainable, secure, and human-centered AI systems that enhance the sustainability and transparency of digital customer support services.

Bea Cukai has recently been in the public spotlight, especially regarding the supervision of goods from abroad. News and public responses regarding Bea Cukai's supervision create pros and cons, thus triggering a variety of responses from the public. This study aims to analyze the sentiment of Indonesian people towards the performance of Bea Cukai in monitoring goods from abroad by utilizing Twitter social media. In this research, the Support Vector Machine (SVM) algorithm is applied to classify public comments on Twitter into positive or negative sentiments. Through the crawling process carried out from June 1, 2023, to May 12, 2024, 9,051 entries of data were collected. The analysis results showed an accuracy of 93.87%, precision 94%, recall 93%, and F1-score 94%. These results show that the SVM method is effective in analyzing public sentiment, especially related to Bea Cukai's supervision.

Sentiment analysis of guest reviews is a crucial aspect in improving the quality of hotel services. This study aims to analyze the sentiment of guest reviews regarding the services of Grand Diamond Hotel Yogyakarta using a machine learning approach with the Support Vector Machine (SVM) algorithm. SVM was chosen because it can handle high-dimensional data such as text and is capable of forming an optimal separating hyperplane between sentiment classes. The research data was obtained through web scraping from Traveloka, yielding 1,119 reviews, which were processed through preprocessing, translation, and sentiment labeling using the TextBlob library. After TF-IDF weighting, the data was divided into 80% for training and 20% for testing. The linear kernel SVM model achieved 80% accuracy in classifying the reviews into positive, negative, and neutral categories. The results of this study were implemented in a web-based application equipped with data visualization and model evaluation features, allowing hotel management to efficiently monitor and analyze guest sentiment and support data-driven service quality improvement.

JakLingko is a digital-based public transportation integration system developed to facilitate access to various transportation modes in Jakarta. Along with the increasing number of users, reviews on the JakLingko application reflect user experiences and perceptions. This study aims to analyze the sentiment of user reviews on the Google Play Store using the Naïve Bayes method. Data collection was conducted through web scraping, resulting in 3,260 reviews. The data were preprocessed, sentiment-labeled, and classified using Orange Data Mining. The research applied a quantitative experimental approach with a machine learning framework. The classification results showed that neutral sentiment dominated user reviews, followed by negative and positive sentiments. The Naïve Bayes model achieved 100% accuracy based on the confusion matrix and other evaluation metrics such as precision, recall, and F1-score. The findings highlight that Naïve Bayes can be a reliable approach for analyzing public opinion and serve as a reference for evaluating and improving digital service applications.

PaDi UMKM is a limited liability company (PT) and is classified as a closed PT. PT PaDi UMKM was established in 2020. The purpose of this study is to determine the optimization of digital public relations in improving image. The theories used in this study are digital public relations theory and image theory. This research approach uses a descriptive qualitative method, with primary data collection techniques in the form of interviews with three informants and an expert, and secondary data in the form of documentation, both data and images. The results of the study indicate that the optimization of digital public relations by PaDi UMKM plays an important role in improving brand image. Referring to Clea Bourne's theory, PaDi UMKM utilizes digital tools such as blogs, articles, and social media for one-way and two-way communication. This strategy is supported by media monitoring that includes content planning, trend utilization, and sentiment analysis to understand public opinion. The success of building a positive image is supported by attractive visual content, inspirational storytelling, and active interaction with the audience, as well as collaboration with the Ministry of State-Owned Enterprises that strengthens credibility. Challenges in the form of user complaints about the application system are handled through fast responses and responsive customer service. With a solution-oriented approach, appropriate education, and the use of digital platforms, optimizing digital public relations not only increases positive public perception but also strengthens customer loyalty, making PaDi UMKM a reliable B2B marketplace.

The rapid growth of e-commerce platforms has significantly transformed the way consumers share and access product feedback. One of the widely used platforms in Indonesia is Shopee, where customers actively provide reviews of various products, including local skincare brands such as Kahf facial wash. Customer reviews on e-commerce platforms contain valuable information that can be analyzed to understand consumer opinions and preferences. Sentiment analysis, as a branch of natural language processing, enables the classification of textual data into categories such as positive, negative, or neutral. This study aims to classify Shopee user sentiments regarding Kahf facial wash products by implementing the Multinomial Naïve Bayes algorithm, a well-known probabilistic classifier suitable for text categorization. The research methodology consisted of several preprocessing stages, including data cleansing, case folding, tokenizing, stopword removal, and stemming, to prepare raw review texts for further analysis. For feature representation, the Term Frequency–Inverse Document Frequency (TF-IDF) method was applied to capture the importance of words across documents. To evaluate the classification performance, K-Fold cross-validation was employed with K values of 4, 5, 6, and 10 to ensure model reliability and robustness. Considering the issue of imbalanced datasets in user-generated reviews, the Synthetic Minority Over-sampling Technique (SMOTE) was utilized to balance the distribution of sentiment classes. Based on the confusion matrix, the Multinomial Naïve Bayes algorithm demonstrated effective performance in classifying sentiments, achieving satisfactory levels of accuracy, precision, and recall across different folds. These results indicate that the algorithm is capable of handling sentiment analysis tasks for local product reviews effectively. The findings of this study are expected to provide meaningful insights for businesses in understanding consumer perceptions, thereby supporting decision-making processes in product development, marketing strategies, and customer engagement for local brands.

This study aims to analyze the sentiment of customer reviews of the Grand Jatra Hotel Pekanbaru on the Google Review platform using the Naïve Bayes algorithm. Social media and online review platforms are increasingly becoming the primary source of information for potential customers in making purchasing decisions, particularly in the hospitality sector. Therefore, sentiment analysis of customer reviews is crucial for understanding consumer perceptions and providing strategic input for hotels in improving service quality. The research data was collected using web scraping techniques to obtain publicly available customer reviews. The obtained data was then processed through text preprocessing stages including case folding, tokenizing, normalization, stopword removal, and stemming. The Term Frequency-Inverse Document Frequency (TF-IDF) method was then used to weight each word, so that more relevant words have a greater influence in the classification process. The sentiment classification process was carried out into two main categories, namely positive and negative. The Naïve Bayes model was trained using training data and then tested with test data to measure the algorithm's performance in classifying sentiment. The evaluation results show that the model built is able to achieve an accuracy level of 98%, with a precision value of 97% and a recall of 100% in the positive class, and 92% in the negative class. These findings confirm that the Naïve Bayes algorithm can be effectively used in analyzing customer sentiment towards hotel services and facilities. Practically, the results of this study are expected to provide insight for the management of Grand Jatra Hotel Pekanbaru in understanding customer perceptions, identifying service strengths and weaknesses, and formulating more targeted marketing strategies. In addition, this study can also be a reference for the development of similar studies in the hotel industry and other service sectors.

Technological advancements have brought fundamental changes in the way we interact with digital images and photography. One significant milestone in this development is the Photoshop Express Photo Editor, which has become a primary platform for image processing and editing. Datasets are used to analyze sentiment and are utilized during the accuracy testing phase. Based on the testing results, the Convolutional Neural Network (CNN) algorithm achieved an average accuracy value of 86.50%, compared to the Naïve Bayes (NB) algorithm, which achieved an average accuracy value of 75%. The results of the research conclude that the choice of sentiment analysis method should be tailored to the needs and limitations of the system. If a fast, light, and easy-to-understand process is required, the Naive Bayes method is the right choice. However, if accuracy and context understanding are the top priorities, then CNN is a superior approach, although it requires more resources. Additionally, based on the Wordcloud data, it is known that the majority of comments are positive, indicating that the reviews or texts analyzed contain many positive expressions related to quality, usability, and ease of use.

The free lunch program is a goverment initiative aimed at addressing the issue of stunting in Indonesia. This program focuses on toddlers, school-age children and pregnant women. Various opinions have emerged from the public regarding this initiative, especially through sosial media platform X (Twitter) and news portals. In this research, sentiment analysis was conducted to understand public responses to the program, whether they are positive, neutral or negative. To evaluate the accuracy of the sentiment analysis perfomed, a deep learning approach was applied using the Long Short-Term Memory (LSTM) algorithm. The results show that public sentiment varies responses, on social media X tend to be negative, while those on news portals tend to be positive toward the free lunch program in Indonesia. Through LSTM-based testing, sentiment analysis on tweet data achieved an accuracy of 88.6%, with a precision of 84.6%, recall of 88.6% and an F1-Score of 86.3%. Meanwhile, sentiment analysis on news portal data reached an accuracy of 89%, with a precision of 81.7%, recall of 89% and an F1-Score of 85.1%.