PERANCANGAN MODEL KLASIFIKASI POLARITAS ATRIBUT DISKRIMINATIF PRODUK SERUM WAJAH WARDAH MENGGUNAKAN DATA ONLINE REVIEW

• Main Author: Arief Muharomah, Nabila
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/68749
• Institution: Institut Teknologi Bandung

The large number of new local skincare brands recently has an impact on long-established local skincare brands, one of them is Wardah. Wardah’s product sales in Indonesian e-commerce in 2021 are under new local skincare brands. One of the causes of Wardah's product sales losing to new local brands is due to low product ratings on third-party websites. The low product rating indicates that Wardah's differentiation has not been able to increase consumer satisfaction. Wardah needs to emphasize the existing product attributes that distinguish Wardah from other products. This is done to determine consumer perceptions of the differentiation that has been made by Wardah and competitors. Product attributes that distinguish a product from competing products are called discriminative attributes. Discriminative attribute analysis is carried out in three main stages, namely discriminative attribute extraction using term ratios, classifying attributes into categories using Latent Semantic Analysis (LSA), and classifying polarity attributes using Labeled-Latent Dirichlet Allocation (L-LDA) with a label in the form of a product rating (1-5). Wardah C-Defense Serum product was chosen as the object of research. The results of the polarity classification of the discriminative attributes of serum relative to competitors indicate that when compared to competitors, Wardah does not have discriminative attributes in the category of ingredients and physical components, in the category of functions and effects, 'spongy' is a discriminative attribute that makes consumers satisfied, while 'acne', 'oil', 'sticky', 'dull', and 'oily' made Wardah consumers dissatisfied. From the research results, it is recommended to reformulate the Wardah C-Defense Serum product by presenting new, innovative ingredients to maintain positive effects and reduce negative effects felt by consumers.