SOCIAL COMMERCE IN ACTION: UNDERSTANDING CUSTOMER FEEDBACK THROUGH SENTIMENT-LABELED REVIEWS ON TIKTOK SHOP

Abstrak

Penelitian ini bertujuan untuk memahami dinamika komunikasi konsumen dalam platfrom social commerce, dengan fokus pada analisis sentimen ulasan penggunaan Tiktok shop di indonesia. Dengan menggunakan pendekatan Big Data Analitycs, data yang dianalisis berasal dari 3.145 komentar pengguna yang telah di beri label sentimen (positif dan negatif), di peroleh dari dataset Tiktok Tokopedia Seller Center Reviews. Analisis dilakukan menggunakan Python di Google colab dengan berbagai teknik preprocessing dan visualisasi data seperti word cloud, distribusi panjang komentar, dan korelasi kata. Hasil penelitian menunjukkan bahwa mayoritas komentar bersentimen negatif (55.8%), yang umumnya berkaitan dengan isu transfer dana, refund, dan pengiriman barang. sebaliknya komentar positif (44.2%) lebih banyak menyoroyi kecepatan pengiriman dan kesesuaian produk. Ulasan pengguna tidak hanya mencerminkan evaluasi terhadap produk, tetapi juga narasi emosional yang menggambarkan kepercayaan, harapan, dan kekecewaan terhadap platfrom. Temuan ini mengindikasikan bahwa Tiktok Shop berfungsi tidak hanya sebagai ruang transaksi, tetapi juga sebagai ruang sosial dimana reputasi merek dan platfrom di bentuk melalui komunikasi publik. Peneltian ini menegaskan pentingnya strategi komunikasi berbasis data dalam merespons sentimen konsumen secara akurat dan empatik di era digital.

This study aims to understand the dynamics of consumer communication in social commerce platforms, focusing on sentiment analysis of Tiktok shop reviews in Indonesia. Using the Big Data Analytics approach, the data analyzed came from 3,145 user comments that had been labeled with sentiment (positive and negative), obtained from the Tiktok Tokopedia Seller Center Reviews dataset. The analysis was carried out using Python on Google Colab with various preprocessing and data visualization techniques such as word clouds, comment length distribution, and word correlation. The results showed that the majority of comments were negative (55.8%), which were generally related to issues of fund transfers, refunds, and shipping of goods. Conversely, positive comments (44.2%) highlighted more about the speed of delivery and product suitability. User reviews not only reflect evaluations of the product, but also emotional narratives that describe trust, hope, and disappointment in the platform. These findings indicate that Tiktok Shop functions not only as a transaction space, but also as a social space where brand and platform reputations are formed through public communication. This study emphasizes the importance of data-based communication strategies in responding to consumer sentiment accurately and empathetically in the digital era.