Analisis Sentimen terhadap Ulasan Aplikasi Tokopedia di Google Play Store

Abstract

Tokopedia is one of the most popular e-commerce platforms in Indonesia, widely used for online buying and selling activities. The issue addressed in this study is the dominance of negative user reviews regarding the Tokopedia application, which account for 68.51% of a total of 23,162 reviews on the Google Play Store. This research aims to identify the weaknesses or shortcomings of the Tokopedia application based on negative sentiments or user complaints, which can be used as a basis for service quality improvements. Data were collected using web scraping techniques from user reviews over the period of February 2024 to February 2025. The results of the analysis show that the most frequent negative feedback concerns the fulfillment, website design, and reliability dimensions of the e-ServQual framework, indicating major service quality issues. Sentiment analysis using the Support Vector Machine (SVM) algorithm yielded a classification accuracy rate of 90.36%. Common issues included delayed product deliveries, an unresponsive user interface, system errors in transaction processing, and slow responses from customer service. Recommendations for improvement include monthly performance evaluations, interface redesigns to enhance user-friendliness, improved verification and data security systems, the provision of more accurate and real-time product information, as well as the enhancement of personalization features and customer service responsiveness in addressing complaints.