SENTIMENT ANALYSIS OF OVO USER OPINION

• Main Author: Dwi Rianty, Tiara
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/41292
• Institution: Institut Teknologi Bandung

The development of information technology fosters the financial technology industry (fintech). This is marked by the increasing number of startups in the fintech field. This industry is increasingly in the spotlight because of its strategic role in everyday life, and what is currently increasingly widespread is an electronic wallet. With the increase in smartphone adoption and the growth of e-commerce around the world, customers are shifting from conventional methods to digital methods, because customers and businesses are looking for payment methods that are faster, safer and more comfortable. The results of research by Morgan Stanley also said that the number of users and digital payment transactions increased significantly. This research explores further how the views and opinions about OVO actually are according to its users. Departing from OVO's ignorance of the views and opinions of its users and seeing teams that are still struggling and not yet complete. This study uses sentiment analysis, which is a further development of content analysis wherein this research will be carried out an analysis process of various data in the form of views or opinions so that conclusions from various opinions are generated. The results of this observation were used to develop a strategy for OVO in order to improve its services by raising positive opinions and reducing negative opinions from users resulting in positive sentiment for OVO. The findings and analysis of this study are that although overall OVO is considered positive by its users, it turns out that there are variables that tend to generate more negative sentiments, they are variable IT systems and customer service. The unpreparedness of the OVO system to collaborate with its partners creates many system problems experienced by negative opinions or experiences written on Twitter or other sources is a proxy for their dissatisfaction with OVO. In addition, the existing problems were not responded to by customer service. Users feel that OVO customer service is less responsive in providing solutions to various problems experienced. This study proposes several strategies that are expected to help overcome the problems faced by OVO by considering sentiment analysis, which are reducing negative opinions and increasing positive opinions from users, so as to generate positive sentiment for OVO as a proxy for customer satisfaction.