Social Media Analysis untuk Identifikasi Kualitas Layanan Pada Aplikasi Tokopedia

Valentino Aris; Syamsu Alam; Syahrul Syahrul; Andi Hermanto; Andi Balqis Mutiara Asizah

doi:10.31004/riggs.v4i4.3186

Authors

Valentino Aris Universitas Negeri Makassar
Syamsu Alam Universitas Negeri Makassar
Syahrul Syahrul Universitas Negeri Makassar
Andi Hermanto Universitas Negeri Makassar
Andi Balqis Mutiara Asizah Univesitas Negeri Makassar

DOI:

https://doi.org/10.31004/riggs.v4i4.3186

Keywords:

Tokopedia, E-Service Quality, Topic Modeling, ABSA, Sentimen

Abstract

Penelitian ini bertujuan untuk mengidentifikasi kualitas layanan (e-service quality) yang dirasakan oleh pengguna Aplikasi Tokopedia. Kualitas layanan tersebut diidentifikasi melalui analisis media sosial dengan pendekatan Aspect-Based Sentiment Analysis (ABSA) dan topic modeling. Latar belakang penelitian ini didorong oleh meningkatnya ketergantungan masyarakat Indonesia terhadap ekosistem digital, termasuk perubahan signifikan setelah kemitraan strategis antara Tokopedia dan TikTok yang memperluas aktivitas layanan ke ranah live-commerce. Perubahan tersebut menuntut evaluasi ulang indikator kualitas layanan berbasis data yang lebih mutakhir. Data pada penelitian diperoleh dari Google Play Store dengan menggunakan teknik webscaraping dan diperoleh data sebanyak 9.000 ulasan pengguna. Analisis sentimen dan pemodelan topik akan dilakukan dengan menggunakan bahasa pemrograman Python melalui platform Google Colaboratory. Tahapan analisis mencakup pembersihan data, praproses linguistik, pemodelan topik, serta analisis sentimen berbasis aspek untuk memetakan persepsi pelanggan terhadap berbagai dimensi layanan. Hasil penelitian menunjukkan bahwa 58,26% ulasan bersentimen positif dan 41,74% negatif. Lima aspek dominan yang teridentifikasi meliputi kinerja aplikasi, pengiriman, layanan pelanggan, pembayaran, dan keamanan. Isu yang paling sering muncul berkaitan dengan kecepatan pengiriman dan stabilitas aplikasi. Temuan ini menegaskan bahwa social media analysis efektif digunakan sebagai alat pemantauan kualitas layanan secara real-time, serta berpotensi menjadi dasar pengambilan keputusan strategis bagi peningkatan kepuasan, kepercayaan, dan loyalitas pelanggan pada platform Tokopedia di tengah persaingan e-commerce yang semakin ketat

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