Pengukuran Akuisisi Pelanggan Insyira Oleh-Oleh Berdasarkan Analisis Sentimen Pengguna Instagram
DOI:
https://doi.org/10.47065/jieee.v4i4.2472Keywords:
Chi-Square; Customer Acquisition; Instagram; Natural Language Processing; Odds Ratio; Sentiment AnalysisAbstract
Social media, especially Instagram, has transformed how businesses interact with customers and market products. However, there remains a literature gap regarding customer acquisition measurement through sentiment analysis of Instagram comments. This research aims to measure customer acquisition at Insyira Oleh-Oleh Pekanbaru by analyzing 1,363 comments from May 2024 to May 2025 using Python-based Natural Language Processing (NLP). The results show neutral sentiment dominates (47.7%) with the highest acquisition rate (50.9%) - meaning every 2 neutral comments yield 1 acquisition - compared to positive (37.7%) and negative comments (41.8%). The Chi-square test confirms the significant relationship between sentiment and acquisition (?²=21.78; p<0.0001), while (OR=0.58; CI[0.46,0.73]) indicates positive comments have 42% lower acquisition probability than neutral ones, forming triangular consistency that eliminates doubts. Negative sentiment also yields higher acquisition than positive sentiment, challenging the assumption that positive comments are most effective for acquisition. This reveals neutral comments containing product inquiries have greater acquisition potential. The study provides new insights for digital marketing strategy, emphasizing the importance of quick responses to neutral comments to enhance new customer conversion.
Downloads
References
S. Wan, C. Paris, And D. Georgakopoulos, “Social Media Data Aggregation And Mining For Internet-Scale Customer Relationship Management,” In Proceedings - 2015 Ieee 16th International Conference On Information Reuse And Integration, Iri 2015, 2015, Pp. 39–48. Doi: 10.1109/Iri.2015.17.
S. Rawat, S. Jindal, R. S. Moorti, Y. Mangal, And N. Saxena, “Change In It World With The Evolution Of Social Media Using Big Data,” In 2018 International Conference On Communication, Computing And Internet Of Things (Ic3iot), Chennai, India, 2018, Pp. 408–412. Doi: 10.1109/Ic3iot.2018.8668165.
Datareportal And S. Kemp, “Digital 2025: Indonesia,” Datareportal – Global Digital Insights. Accessed: May 26, 2025. [Online]. Available: Https://Datareportal.Com/Reports/Digital-2025-Indonesia
E. Retnoningsih, F. N. Khasanah, R. T. Handayanto, H. Herlawati, S. Rofiah, And S. Solikin, “Knowledge Management System For Supporting The Small Medium Enterprise (Umkm) In Bekasi City,” In Proceedings Of 2019 4th International Conference On Informatics And Computing, Icic 2019, 2019, Pp. 1–5. Doi: 10.1109/Icic47613.2019.8985929.
R. H. M. Arbi Siti, A. Bismo, And L. Sutiyo, “Segmentation Analysis Of Instagram Users Based On Preferences Towards Forms And Types Of Online Marketing Content,” In Proceedings Of 2019 International Conference On Information Management And Technology, Icimtech 2019, Ieee, 2019, Pp. 202–207. Doi: 10.1109/Icimtech.2019.8843797.
A. Chorianopoulos, “Classification Modeling Methodology,” In Effective Crm Using Predictive Analytics, John Wiley & Sons, 2015, Pp. 21–111. Doi: 10.1002/9781119011583.Ch2.
M. Tavakoli, M. Molavi, V. Masoumi, M. Mobini, S. Etemad, And R. Rahmani, “Customer Segmentation And Strategy Development Based On User Behavior Analysis, Rfm Model And Data Mining Techniques: A Case Study,” In Proceedings - 2018 Ieee 15th International Conference On E-Business Engineering, Icebe 2018, Ieee, 2018, Pp. 119–126. Doi: 10.1109/Icebe.2018.00027.
D. D. A. Yani, H. S. Pratiwi, And H. Muhardi, “Implementasi Web Scraping Untuk Pengambilan Data Pada Situs Marketplace,” J. Sist. Dan Teknol. Inf., Vol. 7, No. 4, P. 257, 2019, Doi: 10.26418/Justin.V7i4.30930.
R. Vatrapu, R. R. Mukkamala, A. Hussain, And B. Flesch, “Social Set Analysis: A Set Theoretical Approach To Big Data Analytics,” Ieee Access, Vol. 4, Pp. 2542–2571, 2016, Doi: 10.1109/Access.2016.2559584.
Z. Madhoushi, A. R. Hamdan, And S. Zainudin, “Sentiment Analysis Techniques In Recent Works,” In Proceedings Of The 2015 Science And Information Conference, Sai 2015, 2015, Pp. 288–291. Doi: 10.1109/Sai.2015.7237157.
A. Kumar And S. P. Panda, “A Survey: How Python Pitches In It-World,” In Proceedings Of The International Conference On Machine Learning, Big Data, Cloud And Parallel Computing: Trends, Prespectives And Prospects, Comitcon 2019, Ieee, 2019, Pp. 248–251. Doi: 10.1109/Comitcon.2019.8862251.
D. Cielen, A. D. B. Meysman, And M. Ali, Introducing Data Science: Big Data, Machine Learning, And More, Using Python Tools. Manning Publications, 2016. [Online]. Available: Https://Www.Manning.Com/Books/Introducing-Data-Science%0a
M. Heidari And P. Shamsinejad, “Producing An Instagram Dataset For Persian Language Sentiment Analysis Using Crowdsourcing Method,” In Proceedings - 2020 6th International Conference On Web Research (Icwr), 2020, Pp. 284–287. Doi: 10.1109/Icwr49608.2020.9122270.
N. I. Darmawan, M. K. Pratiwi, S.T., And B. D. Setiawan, “Analisis Sentimen Terhadap Akuisisi Saham Tokopedia Oleh Tiktok Menggunakan Naïve Bayes Berdasarkan Komentar Youtube,” Universitas Brawijaya, 2017. [Online]. Available: Https://Repository.Ub.Ac.Id/Id/Eprint/227868/%0a
Q. F. F. Safiesza, M. Afdal, And R. Novita, “Sentimen Analisis Social Crm Pada Media Sosial Instagram Menggunakan Machine Learning Untuk Mengukur Retensi Pelanggan,” Vol. 6, No. 2, Pp. 606–616, 2024, Doi: 10.47065/Bits.V6i2.5269.
B. Classifier, A. Erfina, M. Dholah, R. Ndk, And H. Ramdhan, “Indonesian Twitter Sentiment Analysis Application On The Covid19 Vaccine Using Php And Naive,” Int. Conf. Comput. Eng. Des., Pp. 1–6, 2021, Doi: 10.1109/Icced53389.2021.9664864.
F. Levina Marthina Rumaropen, Mahananto, “Evaluation To Implementation Of Customer Relationship Management In Scope Of Social Media To Increase Interest Customer,” J. Ilm. Manaj. Ubhara, Vol. 7, No. 1, 2025, Doi: Https://Doi.Org/10.31599/Jmu.V5i1.
A. Cahya Kamilla, N. Priyani, R. Priskila, And V. Handrianus Pranatawijaya, “Analisis Sentimen Film Agak Laen Dengan Kecerdasan Buatan: Text Mining Metode Naïve Bayes Classifier,” Jati (Jurnal Mhs. Tek. Inform., Vol. 8, No. 3, Pp. 2923–2928, 2024, Doi: 10.36040/Jati.V8i3.9587.
S. R. S. Kusumo, “Penerapan Web Scraping Deskripsi Produk Menggunakan Selenium Python Dan Framework Laravel,” Jatisi (Jurnal Tek. Inform. Dan Sist. Informasi), Vol. 9, No. 4, Pp. 3426–3435, 2022, Doi: 10.35957/Jatisi.V9i4.2727.
R. A. Firsttama, A. A. Arifiyanti, And D. S. Y. Kartika, “Analisis Sentimen Komentar Youtube Konferensi Tingkat Tinggi G20 Menggunakan Metode Naive Bayes,” J. Teknol. Dan Sist. Inf. Bisnis, Vol. 6, No. 2, Pp. 282–285, 2024, Doi: 10.47233/Jteksis.V6i2.1263.
E. E. Amelia And I. Yustiana, “Analisis Sentimen Pada Ulasan Produk Uniqlo Dengan Algoritma Naive Bayes,” J. Sains Komput. Inform., Vol. 8, No. 1, Pp. 141–148, 2024, Doi: Http://Dx.Doi.Org/10.30645/J-Sakti.V8i1.773.
B. A. Maulana, M. J. Fahmi, A. M. Imran, And N. Hidayati, “Analisis Sentimen Terhadap Aplikasi Pluang Menggunakan Algoritma Naive Bayes Dan Support Vector Machine (Svm),” Malcom Indones. J. Mach. Learn. Comput. Sci., Vol. 4, No. 2, Pp. 375–384, 2024, Doi: 10.57152/Malcom.V4i2.1206.
F. T. Saputra, S. H. Wijaya, Y. Nurhadryani, And D. Defina, “Lexicon Addition Effect On Lexicon-Based Of Indonesian Sentiment Analysis On Twitter,” In Proceedings - 2nd International Conference On Informatics, Multimedia, Cyber, And Information System, Icimcis 2020, 2020, Pp. 136–141. Doi: 10.1109/Icimcis51567.2020.9354269.
F. Koto And G. Y. Rahmaningtyas, “Inset Lexicon: Evaluation Of A Word List For Indonesian Sentiment Analysis In Microblogs,” In Proceedings Of The 2017 International Conference On Asian Language Processing, Ialp 2017, 2017, Pp. 391–394. Doi: 10.1109/Ialp.2017.8300625.
D. Jurafsky And J. H. Martin, Speech And Language Processing: An Introduction To Natural Language Processing, Computational Linguistics, And Speech Recognition With Language Models, 3rd Editio. Stanford University (Online Draft), 2025. Doi: 10.9783/9780812200027.Toc.
Y. Qiu, L. Liu, X. Lai, And Y. Qiu, “An Online Test For Goodness-Of-Fit In Logistic Regression Model,” Ieee Access, Vol. 7, Pp. 107179–107187, 2019, Doi: 10.1109/Access.2019.2927035.
N. S. Turhan, “Karl Pearsons Chi-Square Tests,” Educ. Res. Rev., Vol. 15, No. 9, Pp. 575–580, 2020, Doi: 10.5897/Err2019.3817.
Bila bermanfaat silahkan share artikel ini
Berikan Komentar Anda terhadap artikel Pengukuran Akuisisi Pelanggan Insyira Oleh-Oleh Berdasarkan Analisis Sentimen Pengguna Instagram
ARTICLE HISTORY
Issue
Section
Copyright (c) 2025 M. Roid Wira Mulia, Inggih Permana, Febi Nur Salisah, Eki Saputra, Arif Marsal
This work is licensed under a Creative Commons Attribution 4.0 International License.
Authors who publish with this journal agree to the following terms:
- Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under Creative Commons Attribution 4.0 International License that allows others to share the work with an acknowledgment of the work's authorship and initial publication in this journal.
- Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgment of its initial publication in this journal.
- Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (Refer to The Effect of Open Access).
