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Journal : Indonesian Journal of Artificial Intelligence and Data Mining

Sentiment Analysis of Brand Ambassador Influence on Product Buyer Interest Using KNN and SVM Natasya Kurnia Putri; Anik Vega Vitianingsih; Slamet Kacung; Anastasia Lidya Maukar; Verdi Yasin
Indonesian Journal of Artificial Intelligence and Data Mining Vol 7, No 2 (2024): September 2024
Publisher : Universitas Islam Negeri Sultan Syarif Kasim Riau

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24014/ijaidm.v7i2.29469

Abstract

In the dynamic marketing, companies usually use strategies involving celebrities or influencers to promote their products or brands. The currently popular strategy is using Korean boy bands as brand ambassadors. This collaboration certainly gets a lot of opinion responses through tweets on X app social media. This research aims to analyze sentiment to determine how the product buyer's interest responds to brand suitability, brand image management, and the influence of issues that arise in this collaboration. The research stages consist of data collection, pre-processing, labeling, weighting, and classification with K-Nearest Neighbor and Support Vector Machine and performance evaluation using a confusion matrix. The dataset used was 696 tweets taken using web scrapping techniques. This research uses the Lexicon-based method to divide the dataset into positive, negative, and neutral classes. The SVM method shows superior test results by achieving an accuracy rate of 83.34% compared to the KNN method, which produces an accuracy value of 71.2% in its calculations
Co-Authors Achmad Choiron Affi Nizar Suksmawati Agustina, Rini Alda Raharja Anastasia L Maukar Anastasia Lidya Maukar Anastasia Lidya Maukar Anastasia Lidya Maukar Anggarini, Luh Putu Irma Anggi Firmansyah Anindo Saka Fitri Arizia Aulia Aziiza Atanasia Pramudita Ayu R. Rumanti, I Gusti Azhari Atul Aini Bella Chelsea Berliana Carmen Castro Menes Daniel Manek Desak Ayu Sriary Bhegawati Dewa Bagus Alit Adnyana Putra Dwi Cahyono Dwi Cahyono Elta Sonalitha Emma Budi Sulistiarini Erri Wahyu Puspitarini Fahmi Poernamawatie Fedianty Augustinah Fitri Marisa Fitri Marisa Fitri Marisa Gregorious Paulus Tahu Gregorius Paulus Tahu Gregorius Paulus Tahu Hetty Purnamasari Himawan I Gede Cahyadi Putra I Made Sudiartana, I Made I Nengah Suardhika I Putu Pratama Adiputra Ida Ayu Lidya Primadona Intan Yosa Pramisela Istiadi Jessica Ananda Putri Litafira Syahadiyanti Luh Putu Irma Anggarini Maxi Maroep Mucalinda Rupasari Natasya Kurnia Putri Nengah Landra Nengah Sudja Ni Kadek Ani Widiani Ni Komang Prasiani Ni Made Dwi Ratnadi Ni Made Ida Pratiwi Santi Ni Putu Shinta Dewi Ni Wayan Rustiarini Ni Wayan Rustiarini Ni Wayan Sumiantari Nihayatus Sholichah Puspitarini, Erri Wahyu Putu Gede Ari Krismantoro Putu Kepramareni Putu Noah Aletheia Adnyana Putu Novia Hapsari Ardianti Rachmad Ary Ramadhan Rahmawati Erma Standsyah Ramadhan, Rachmad Ary Rambu Hunggu Hau Maritu Rangga Pahlevi Putra Ravino Rahman Rudy Joegijantoro, Rudy Seftin Fitri Ana Wati Slamet Kacung Sulis Janu Hartati Susilo, Yunus Syahroni Wahyu Iriananda, Syahroni Wahyu Titis Indah Widyawati Verdi Yasin Verdi Yasin Veronika Nugraheni Sri Lestari Wahyu Saputra WINDI SETIAWAN Yenny Verawati Yudi Karisma Sari Yudid Nuriantono Yunus Susilo Zulfikar Amirul Mustafa