Analisis Sentimen Ulasan Toko Online Halona Beauty Care Untuk Peningkatan Layanan Menggunakan Algoritma Naïve Bayes

– The rapid development of technology has had a tremendous impact on human life, including in the field of e-commerce. E-commerce provides users with the opportunity to transact goods and services without distance and time limitations, as long as users have internet access. However, due to the rise of online fraud, it is not uncommon for customers to hesitate to buy products online. This proves that customer trust has a significant effect on the intention to buy products in e-commerce. Reviews from customers will be very influential to prospective customers as a benchmark reference for finding information. This study aims to classify and analyze customer reviews of Halona Beauty Care online stores in Shopee using the Naive Bayes Classifier (NBC) algorithm. The results of the analysis using NBC showed an accuracy of 93%. The results of positive sentiment can be used as a reference for maintaining service quality, while the results of negative sentiment are used as evaluation material for service improvement.