Sentiment Analysis of X Social Media User Regarding Whitening Cream: A Netnography Study

Background: Beauty is something that women long for, which is why many teenage girls resort to relatively quick methods that have not yet been proven safe. The use of social media is an effective means of communication between individuals, as it allows for the sharing of opinions and perspectives on a topic, article, or phenomenon that is currently happening. This study aimed to analyze the sentiments and opinions of users on X social media regarding whitening cream. Methods: This study was conducted from June until August 2024 and extracted data through 2023 using a qualitative approach, netnographic study, and sentiment analysis to examine user posts on X social media. The stage of crawling user data was carried out using Google Colab tools with the Python programming language and data visualization with NVivo 14. Results: The data collected consists of 1,906 tweets from 2023. The research findings indicate that negative sentiment overwhelmingly dominates compared to positive sentiment. In addition, six themes are discussed regarding the issue of whitening cream: information and education media, sharing experiences, emotionality, knowledge about whitening cream, communication response, and entertainment. Conclusion: The findings showed that negative sentiment outweighs positive sentiment regarding whitening creams on X. This suggests concerns among users about the use and effects of these products. The dominant themes highlight the need for better policies and increased awareness regarding whitening creams. Consumer education on the risks of these products, facilitated by influencers or social media platforms, could help promote accurate information while also encouraging safe skincare practices. Further studies could explore ways to mitigate misinformation and enhance public education on consumer behavior. Keywords: Netnography, Sentiment, X Social Media, Whitening Cream.