Lexicon-Based and Naive Bayes Sentiment Analysis for Recommending the Best Marketplace Selection as a Marketing Strategy for MSMEs

Abstract

MSMEs (micro, small, and medium enterprises) play an essential role in the Indonesian economy, contributing to 60% of the country's GDP (gross domestic product), creating jobs, and increasing non-oil and gas exports. However, MSMEs in Indonesia face various challenges, including access to technology, digital marketing tools, financial resources, limited market distribution, and low technological literacy. Marketplaces provide an essential marketing channel for MSMEs to increase their competitiveness and sales. Sentiment analysis can assist businesses in making informed decisions about which marketplace to use to increase customer satisfaction. Apart from the importance of the marketplace for MSMEs in Indonesia, research on sentiment analysis for marketplace recommendations is still minimal. Therefore, this study aims to analyze six popular marketplaces in Indonesia using Lexicon-based and naïve Bayes research methods to provide the best marketplace recommendations for MSME marketing. The results showed that Blibli.com had the highest accuracy, followed by Tokopedia, Tiktokshop, Lazada, Shopee, and Bukalapak. Blibli.com received positive reviews with 96.33%, followed by Tokopedia with 95.25%, Tiktokshop with 94.61%, and Lazada with the highest accuracy. 94.22%, Shopee 92.18%, and Bukalapak 89.57%. This research has two significant contributions. First, making a scientific contribution by applying a combination model of lexicon-based and naïve Bayes to analyze market sentiment in Indonesia Second, offering a practical contribution by providing recommendations to MSME actors and policymakers in choosing the best marketplace for MSMEs marketing purposes in Indonesia. By utilizing the recommended marketplace, MSMEs can optimize their marketing strategy and increase their competitiveness in the digital marketplace.