Analisis Kualitas Layanan Aplikasi Blu Bca Dengan Metode Text Classification Dan Topic Modeling
Abstract
Perkembangan teknologi digital mendorong bank menghadirkan layanan berbasis aplikasi untuk meningkatkan
kenyamanan dan efisiensi. Salah satunya Blu by BCA Digital yang sepenuhnya beroperasi melalui platform digital.
Meski berpotensi besar, kualitas layanan tetap menjadi tantangan, terutama terkait kecepatan, keamanan, dan
kemudahan penggunaan yang memengaruhi kepuasan serta loyalitas pelanggan. Ketidakpuasan dapat merugikan
reputasi, sehingga diperlukan analisis mendalam terhadap persepsi pengguna melalui ulasan daring.
Penelitian ini menganalisis kualitas layanan Blu menggunakan pendekatan text classification dan topic modeling
berdasarkan dimensi E-SERVQUAL (Efficiency, Personal Needs, Reliability, Responsiveness, Site Organization,
User Friendliness) dari 22.720 ulasan Google Playstore. Metodologi meliputi ekstraksi dan pembersihan data,
klasifikasi dimensi dengan IndoBERT, analisis sentimen berbasis pembelajaran mesin, serta topic modeling
menggunakan BERTopic untuk mengidentifikasi tren, kata kunci, dan topik dominan.
Hasil penelitian menunjukkan dimensi Efficiency memiliki sentimen positif tertinggi (98,84%), sedangkan
Responsiveness mencatat sentimen negatif tertinggi (85,22%). Topik positif didominasi kepuasan terhadap transaksi
cepat, cashback, dan kemudahan penggunaan, sedangkan topik negatif berkaitan dengan lambatnya respon layanan
pelanggan. Kesimpulannya, meskipun mayoritas ulasan bersentimen positif, responsivitas perlu perbaikan signifikan.
Temuan ini memberikan masukan strategis untuk pengembangan layanan digital banking dan membuka peluang
penelitian lebih lanjut lintas platform.
Kata kunci: Kualitas layanan elektronik, Blu by BCA Digital, analisis sentiment, IndoBERT, BERTopic, pemodelan
topik
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