Pemetaan Kata Kunci dan Polaritas Sentimen Pengguna Twitter Terhadap Kehalalan Produk
DOI:
https://doi.org/10.30812/matrik.v21i1.1162Keywords:
Sentimen Analysis, Halal, Polarity, ClassificationAbstract
Kehalalan menjadi trend dunia sehingga kehalalan menjadi standar mutu suatu produk terutama makanan dan minuman untuk konsumen muslim dan nonmuslim. Oleh karena itu penelitian ini bertujuan untuk memetakan kata kunci dan polaritas opini pengguna twitter terhadap kehalalan produk secara global. Data twitter digali dan dipersiapkan dengan text mining pada Rstudio yang selanjutnya dianalisis polaritas dengan naïve bayes classifier. Preprosesing data yang dilakukan meliputi penghapusan duplikasi tweet, tokenisasi, penghapusan stopword dan pencarian akar kata. Pemetaan kata kunci dilakukan dari hasil bar plot yang dihasilkan. Kata kunci ini memberikan gambaran apa saja yang diperhatikan oleh pengguna twitter yang berkaitan dengan kehalalan suatu produk terutama produk pangan Hasil penelitian menunjukkan bahwa kata kunci utama dari opini di twitter terkait kehalalan produk adalah produk, makanan, minuman, garansi, dan lingkungan. Selain itu polaritas opini menunjukkan bahwa trend kehalalan produk ini diapresiasi positif oleh mayoritas pengguna Twitter yakni sebsar 70%, 16% bersifat netral, dan lainnya negatif. Hal ini memberikan peluang usaha dalam bidang pangan halal di pasar global dan harapannya dapat memotivasi pengusaha untuk mensertifikasi halal produknya.
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References
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[3] A. S. M. Shahabuddin, M. E. A. Sukor, and N. H. Hashim, “Product-centric halal business: a critique from an Islamic perspective,†J. Islam. Mark., vol. 11, no. 6, pp. 1707–1724, 2020, doi: 10.1108/JIMA-06-2019-0129.
[4] S. A. A. Shah, R. Sukmana, B. A. Fianto, M. A. Ahmad, I. U. Usman, and W. A. Mallah, “Effects of Halal social media and customer engagement on brand satisfaction of Muslim customer: Exploring the moderation of religiosity,†J. Islam. Mark., vol. 11, no. 6, pp. 1671–1689, 2019, doi: 10.1108/JIMA-06-2019-0119.
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[6] M. W. Wibowo and F. S. Ahmad, “Non-Muslim Consumers’ Halal Food Product Acceptance Model,†Procedia Econ. Financ., vol. 37, no. 16, pp. 276–283, 2016, doi: 10.1016/s2212-5671(16)30125-3.
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[12] A. P. Giovani, A. Ardiansyah, T. Haryanti, L. Kurniawati, and W. Gata, “Analisis Sentimen Aplikasi Ruang Guru Di Twitter Menggunakan Algoritma Klasifikasi,†J. Teknoinfo, vol. 14, no. 2, p. 115, 2020, doi: 10.33365/jti.v14i2.679.
[13] A. Faesal, A. Muslim, A. H. Ruger, and K. Kusrini, “Sentimen Analisis Terhadap Komentar Konsumen Terhadap Produk Penjualan Toko Online Menggunakan Metode K-Means,†MATRIK J. Manajemen, Tek. Inform. dan Rekayasa Komput., vol. 19, no. 2, pp. 207–213, 2020, doi: 10.30812/matrik.v19i2.640.
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[15] M. M. Mostafa, “Mining and mapping halal food consumers: A geo-located Twitter opinion polarity analysis,†J. Food Prod. Mark., vol. 24, no. 7, pp. 858–879, 2018, doi: 10.1080/10454446.2017.1418695.
[16] M. M. Mostafa, “Clustering halal food consumers: A Twitter sentiment analysis,†Int. J. Mark. Res., vol. 61, no. 3, pp. 320–337, 2019, doi: 10.1177/1470785318771451.
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[18] S. Ainin, A. Feizollah, N. B. Anuar, N. A. B. Abdullah, and M. N. F. Sahran, “Examining what people tweet in relation to halal cosmetics-related topics,†Cogent Arts Humanit., vol. 7, no. 1, 2020, doi: 10.1080/23311983.2020.1724593.
[19] W. Susilawati, R. N. Aulia, D. T. Alamanda, A. Ramdani, and A. Kurniasih, “Analisis Persepsi Warganet Mengenai Halal Menggunakan Twitter,†in In Seminar Nasional Teknologi Informasi, 2019, vol. 2, pp. 49–56.
[20] G. Miner, D. Delen, E. I. J, F. A, H. T, and N. R. A, Practical Text Mining and Statistical Analysis for NonStructured Text Data Applications. Oxford: Elsevier., 2012.
[21] A. M. Pudjajana and D. Manongga, “Sentimen Analisis Tweet Pornografi Kaum Homoseksual Indonesia Di Twitter Dengan Naive Bayes,†Simetris J. Tek. Mesin, Elektro dan Ilmu Komput., vol. 9, no. 1, pp. 313–318, 2018, doi: 10.24176/simet.v9i1.1922.
[22] Bing Liu, “Sentiment Analysis and Subjectivity,†in Hanbook of Natural Language Processing Second Edition, 2nd ed., R. Herbrich and T. G, Eds. Cambridge: Champman & Hall/CRC, 2010, pp. 627–661.
[23] M. Ilyas, “Sertifikasi dan Labelisasi Produk Halal Perspektif Maslahat,†J. Al-Qadau Peradil. dan Huk. Kel. Islam, vol. 4, no. 2, p. 357, 2018, doi: 10.24252/al-qadau.v4i2.5682.
[24] C. G. Sevilla, Research Methods. Quezon City: Rex Printing Company, 2007.
[25] M. S. Hidayatullah, “Sertifikasi dan Labelisasi Halal Pada Makanan dalam Perspektif Hukum Islam (Perspektif Ayat Ahkam),†YUDISIA J. Pemikir. Huk. dan Huk. Islam, vol. 11, no. 2, p. 251, 2020, doi: 10.21043/yudisia.v11i2.8620.
[26] J. M. Partridge et al., “Susceptibility and outcome in MS: Associations with polymorphisms in pigmentation-related genes,†Neurology, vol. 62, no. 12, pp. 2323–2325, 2004, doi: 10.1212/WNL.62.12.2323.
[27] R. M. Yunos, C. F. C. Mahmood, and N. H. A. Mansor, “Understanding Mechanisms to Promote Halal Industry-The Stakeholders’ Views,†Procedia - Soc. Behav. Sci., vol. 130, pp. 160–166, 2014, doi: 10.1016/j.sbspro.2014.04.020.
[28] E. Leopold, M. May, and G. Paaß, “Data Mining and Text Mining for Science & Technology Research,†Handb. Quant. Sci. Technol. Res., pp. 187–213, 2006, doi: 10.1007/1-4020-2755-9_9.
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2021-11-26
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[1]
H. H. Hidayat, A. Ardiansyah, P. Arsil, and L. I. Rahmawati, “Pemetaan Kata Kunci dan Polaritas Sentimen Pengguna Twitter Terhadap Kehalalan Produk”, MATRIK, vol. 21, no. 1, pp. 1–10, Nov. 2021, doi: 10.30812/matrik.v21i1.1162.
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