Perbandingan Naïve Bayes dan Support Vector Machine Berbasis Term Frequency−Inverse Document Frequency pada Analisis Sentimen Ulasan Produk Afiliasi Lintas Platform TikTok dan Shopee

Clara Indriani Putri; Aditia Yudhistira

doi:10.47065/bits.v7i4.9454

Clara Indriani Putri * Universitas Teknokrat Indonesia, Bandar Lampung, Indonesia
Aditia Yudhistira Universitas Teknokrat Indonesia, Bandar Lampung, Indonesia

(*) Corresponding Author

DOI: https://doi.org/10.47065/bits.v7i4.9454

Keywords: Sentiment Analysis; Affiliate Marketing; Term Frequency–Inverse Document Frequency; Multinomial Naïve Bayes; Support Vector Machine

Abstract

The growth of affiliate marketing on digital platforms, particularly TikTok and Shopee, has led to a rapid increase in consumer reviews that can be leveraged as actionable insights for businesses. However, reviews across platforms exhibit different linguistic characteristics: Shopee reviews tend to be more repetitive and transactional, whereas TikTok reviews are more informal, rich in slang, and noisier. This difference creates a research gap because sentiment classification performance may vary across platforms, while comparative studies on cross-platform affiliate reviews remain limited. This study aims to analyze and compare the performance of Multinomial Naïve Bayes and Support Vector Machine in identifying positive and negative sentiment polarity in TikTok and Shopee affiliate product reviews. Data were collected via web scraping during December 2025–January 2026, yielding 5,502 raw reviews. After text preprocessing (case folding, regex-based cleaning, normalization, stopword removal, and stemming using Sastrawi), 4,593 clean reviews were obtained. Lexicon-based automatic labeling with negation handling produced a binary dataset of 3,314 reviews (2,729 positive and 585 negative), indicating class imbalance; therefore, no data balancing was applied and evaluation emphasized precision, recall, and F1-score in addition to accuracy. Feature representation used Term Frequency–Inverse Document Frequency, and the dataset was split using an 80:20 hold-out scheme (2,651 training and 663 testing instances). Experimental results show that the Support Vector Machine achieved higher performance (95.93% accuracy; 0.81 negative-class F1) than Multinomial Naïve Bayes (89.14% accuracy; 0.12 negative-class F1). This superiority is related to the ability of Support Vector Machine to learn a maximum-margin hyperplane in the high-dimensional and sparse Term Frequency–Inverse Document Frequency feature space, making it more robust to linguistic variation and noise than the probabilistic Naïve Bayes approach, which is more sensitive to majority-class dominance.

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Perbandingan Naïve Bayes dan Support Vector Machine Berbasis Term Frequency−Inverse Document Frequency pada Analisis Sentimen Ulasan Produk Afiliasi Lintas Platform TikTok dan Shopee

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