ANALISIS SENTIMEN MEDIA SOSIAL TWITTER PADA PERUSAHAAN UNILEVER IMBAS PERANG ISRAEL PALESTINA MENGGUNAKAN MODEL SVM

Agung Pratama

Abstract


Penelitian ini bertujuan untuk menganalisis sentimen masyarakat Indonesia terhadap Unilever pasca-kontroversi Palestina-Israel menggunakan data teks dari platform Twitter selama bulan Oktober hingga Desember 2023. Metode yang digunakan adalah pendekatan kualitatif berbasis observasi, yang memungkinkan peneliti untuk mendapatkan pemahaman mendalam tentang respons masyarakat terhadap Unilever. Data sentimen tersebut dievaluasi untuk mengukur distribusi sentimen bulanan dan pola harian, dengan fokus pada sentimen positif, negatif, dan netral. Selain itu, penelitian ini juga memperkenalkan analisis wordcloud untuk mengeksplorasi tema yang sering dibicarakan oleh masyarakat terkait Unilever. Kesimpulan dari penelitian ini mengemukakan pentingnya pemahaman lebih lanjut terhadap sentimen masyarakat terkait isu-isu politik yang sensitif, sehingga dapat diambil tindakan yang tepat dalam meresponsnya.

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DOI: https://doi.org/10.33365/jdmsi.v5i1.4235

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