ANALISIS SENTIMEN APLIKASI TIKTOK SHOP SELLER CENTER MENGGUNAKAN NAIVE BAYES, SVM DAN LOGISTIC REGRESSION

Abstract

The rapid growth of e-commerce has driven the emergence of new platforms such as TikTok Shop Seller Center, which is now integrated with Tokopedia. Increasing competition among digital platforms has made service quality and user experience key success factors. In this context, user reviews and feedback serve as crucial data sources that reflect satisfaction, complaints, and expectations toward the application. However, the large and diverse volume of reviews renders manual analysis inefficient. Therefore, an automated approach such as sentiment analysis is required to classify user opinions quickly and accurately. This study aims to perform sentiment analysis on TikTok Shop Seller Center user reviews using Naïve Bayes, Support Vector Machine (SVM), and Logistic Regression algorithms to determine the best-performing model. The dataset was obtained from the Kaggle platform and underwent preprocessing, including case folding, tokenization, stemming, and TF-IDF weighting. Model evaluation was conducted using confusion matrix and ROC curve, along with performance metrics such as accuracy, precision, recall, and F1-score. The results show that the SVM algorithm outperformed Naïve Bayes and Logistic Regression, achieving 93.75% accuracy, 93.78% precision, 95.65% recall, 94.70% F1-score, and an AUC of 0.98, categorized as Excellent Classification. Thus, SVM proved to be the most effective algorithm for classifying user review sentiments on TikTok Shop Seller Center.