Analyzing Public Sentiment Towards BSI Service Disruptions Through X: Naïve Bayes Algorithm

Abstract

Disruptions to banking services can negatively affect customer trust and happiness, thus affecting the bank's reputation in the eyes of the public. Analysis of sentiment expressed on social media is very important because it can provide a direct picture of individual perceptions and responses in real time. This research aims to analyze public sentiment towards disruptions in Bank Syariah Indonesia (BSI) services through social media using the Naive Bayes algorithm. Through this analysis, the research seeks to understand the pattern of public responses and perceptions of BSI disruptions and evaluate the performance of the Naive Bayes algorithm in classifying sentiment on related tweet data. The data used came from specific social media platforms, where sentiment analysis was conducted by categorizing the data into positive, negative, and neutral categories. The research findings show that the sentiment analysis of the community towards BSI service disruptions through X social media platforms shows a diverse pattern of responses and perceptions. This finding recorded 525 data points with negative sentiment, 325 data points with neutral sentiment, and 141 data points with positive sentiment. The research also compared the performance of the Naive Bayes algorithm with the Google Cloud Natural Language API, which showed an accuracy rate of 81.03%. This research provides valuable insights for Bank Syariah Indonesia in understanding public perception of BSI services on social media.