Abstract
This study investigates customer sentiment towards Garuda Indonesia Airlines (GIA) using sentiment analysis of Twitter data. The research aims to identify prevailing sentiments, uncover common themes in customer feedback, and provide recommendations for improving customer satisfaction and brand loyalty. A dataset of 1,250 tweets from March 2007 to July 2024 was collected and pre-processed, including cleaning, language detection, and tokenization. Sentiment analysis was conducted using three models: MultinomialNB, SVM, and BERT.The results indicate that BERT outperformed both MultinomialNB and SVM in sentiment classification accuracy, achieving 75.6%. This highlights the effectiveness of BERT in capturing contextual meaning within customer reviews. The findings of this research will contribute to a deeper understanding of customer sentiment towards GIA and inform strategies for enhancing customer experience and brand image.
Published Version
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