Social Media Sentiment Analysis: Customer Perception of Digital Marketing

This study aims to identify customer sentiment towards the implementation of digital marketing through social media analysis. This study uses word cloud analysis and Sankey diagrams using the Natural Language Processing (NLP) approach. This study processed 1195 sentence expression from YouTube, X, TikTok, Facebook, and Instagram, over the past year. The results show that there is a high level of customer appreciation for digital marketing issues. YouTube and TikTok have the most significant involvement in the flow of customer sentiment expression. Sentiment analysis showed the dominance of positive sentiment, with a proportion of 38.33%, negative sentiment of 36.40%, and neutral sentiment of 25.27%. This implies that business actors must strengthen interactive and verified content to take advantage of positive sentiment and minimize negative sentiment. The limitation of the study lies in the generalization of comment data that are not specific to a particular product, so that it does not describe the sentiment per product in detail.