Analisis Sentimen Netizen Terhadap Personal Branding Elon Musk Pada Platform X Dengan Pendekatan Analisis Support Vector Machine
Abstract
Abstrak Dalam era digital yang berkembang, personal branding menjadi kunci dalam memengaruhi opini publik. Tokoh terkenal seperti Elon Musk menggunakan media sosial, seperti Platform X, untuk mengekspresikan pandangan dan perasaan serta mengundang pujian dan kritik. Penelitian ini bertujuan untuk menganalisis sentimen netizen terhadap personal branding Elon Musk di Platform X dengan menggunakan metode Support Vector Machine (SVM) untuk pengklasifikasiannya. Beberapa proses yang dilakukan dalam penelitian ini adalah proses pengumpulan data, pelabelan data, praproses data, pembangunan model, evaluasi model, hingga visualisasi data. Data mentah berasal dari tweet netizen pada akun @elonmusk di Platform X. Tweet diklasifikasikan menjadi 3 jenis sentimen, yaitu positif, negatif, dan netral. Dari 245 data yang dikumpulkan, didapatkan data dengan sentimen positif berjumlah 82 data, negatif berjumlah 51 data, dan netral berjumlah 56 data. Model SVM menunjukkan kinerja terbaik pada klasifikasi "positif" dengan presisi tinggi (0,5135) dan recall tinggi (0,826), serta skor f1 yang baik (0,633). Untuk sentimen negatif, presisi tinggi (0,7142) tetapi recall lebih rendah (0,454). Model kurang baik dalam mengenali sentimen netral dengan presisi (0,25), recall (0,071), dan skor f1 (0,111) yang rendah. Setelah model dibangun dan dilakukan pengklasifikasian, data menunjukkan dominasi sentimen positif dalam personal branding Elon Musk. Kata kunci: Elon Musk, Personal Branding, Sentimen, SVM Abstract [Analysis of Netizen Sentiment Towards Elon Musk's Personal Branding on Platform X Using a Support Vector Machine (SVM) Analysis Approach] In the growing digital era, personal branding is the key to influencing public opinion. Famous figures such as Elon Musk use social media, such as Platform X, to express views and feelings and invite praise and criticism. This research aims to analyze netizen sentiment toward Elon Musk's personal branding on Platform X using the Support Vector Machine (SVM) method for classification. Several processes carried out in this research are data collection, data labeling, data preprocessing, model building, model evaluation, and data visualization. The raw data comes from netizen tweets on the @elonmusk account on Platform X. Tweets are classified into 3 types of sentiment, namely positive, negative, and neutral. Of the 245 data collected, 82 data were obtained with positive sentiment, 51 negative data, and 56 neutral data. The SVM model showed the best performance on “positive” classification with high precision (0.5135) and high recall (0.826), as well as a good f1 score (0.633). For negative sentiment, precision is high (0.7142) but recall is lower (0.454). The model is not good at recognizing neutral sentiment with low precision (0.25), recall (0.071), and f1 score (0.111). After the model was built and classified, the data showed the dominance of positive sentiment in Elon Musk's personal branding. Keywords: Elon Musk, Personal Branding, Sentiment, SVMDownloads
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Copyright (c) 2024 Wanda Armadianti, Avicenna Syeh Brilliant Lastono, Fahrul Ramadhan Putra, Ihsan Kamil Al Ghozi, Nur Aini Rakhmawati
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