Sentiment analysis on customer reviews in Indonesian marketplace using natural language processing (a case study of organic face mask)
Nur Izzaty, Adelia Shinta, Riski Arifin, Sri Rahmawati · International Journal of Data Mining Modelling and Management · 2025
The increasing development of technology nowadays has led to the transformation of customers behaviour in purchasing products, from offline to online through marketplace. One of the most popular marketplaces in Indonesia is Shopee with the best seller skincare product is organic face mask. This study aims to analyse the sentiment of customer reviews using natural language processing (NLP) and term frequency-inversed document frequency (TF-IDF). The result revealed that from 882 reviews extracted, 89.7% was classified as positive reviews (rating 4 and 5) and the rest as much as 10.3% was the negative ones (rating 1 and 2). The sentiments were visualised using word cloud. Among the positive reviews were 'very good', 'quickly absorbed', and 'convenient'. Meanwhile, among the negative reviews were 'disappointed', 'delivery', and 'acne'. In summary, the performance metrics used for the evaluation of the classification model showed that the model accuracy reached 95%.