Understanding customer purchasing behavior is essential for predicting customer loyalty, which directly impacts a company's long-term success. This research aims to determine the effect of chi-square and information gain feature selection in optimizing customer loyalty classification performance, compared to pure kNN. Using a public customer purchasing behavior dataset from Kaggle, containing 10,000 data, 12 attributes with loyalty_status as the label (Gold, Regular, Silver). Evaluating performance by accuracy, kappa, classification error, recall, precision, and RMSE. The highest accuracy 91.99% was obtained by kNN k=3 with information gain, kappa 0.844, precision 95.44%, recall 86.30%, with the lowest classification error 8.01% and the second lowest RMSE 0.245, after kNN k=3 with chi-square. Results show that feature selection has a positive impact on classification, increasing accuracy and reducing errors, with the combination of the kNN k=3 method and information gain proving successful in obtaining high accuracy in classifying customer loyalty.

This study aims to analyze the sentiment of iPhone product reviews from Amazon using the BERT (Bidirectional Encoder Representations from Transformers) model to classify reviews as either positive or negative. The dataset, sourced from Kaggle, includes text reviews and star ratings, where high ratings indicate positive sentiment and low ratings indicate negative sentiment. After text preprocessing steps, including data cleaning, tokenization, and sentiment labeling, the BERT model was fine-tuned for sentiment classification, with the data split into training, validation, and test sets. Evaluation results demonstrate that the BERT model achieves a high classification accuracy, with an accuracy rate of 93.9% and a balanced F1 score between precision and recall. Confusion matrix evaluation also indicates that the model consistently identifies both positive and negative sentiments. This study shows that Transformer-based models like BERT are highly effective in understanding customer opinions in e-commerce, with broad application potential for data-driven decision-making in marketing strategies and product development.

The advancement of e-commerce has changed the way people shop. However, there is a mismatch between the actual quality of a product and the seller’s description. Product reviews are an important source of information for making purchasing decisions. However, processing large numbers of reviews manually is difficult. This research aims to detect emotions in Indonesian language product review texts using contextual embeddings. The public dataset used was PRDECT-ID, which comprises five emotion labels. The methods used include data preprocessing, feature extraction using contextual embeddings such as Bidirectional Encoder Representations from Transformers (BERT), and classification using Decision Tree, Naïve Bayes, and k-Nearest Neighbors (KNN). Among the compared models, the KNN model demonstrated the highest improvement, achieving a 15.09% enhancement over the decision tree results. This research provides insights into the effectiveness of contextual embeddings in detecting emotions in Indonesian language product review texts.