Analisis Sentimen E-Servqual Aplikasi Bank Neo Commerce Melalui Ulasan Pada Google Play Store Menggunakan Text Classification Dan Topic Modeling
Abstract
Teknologi digital telah mengubah perilaku konsumen, termasuk dalam penggunaan layanan perbankan digital.
Aplikasi Bank Neo Commerce mengalami pertumbuhan pesat, namun masih menghadapi berbagai keluhan dari
pengguna. Penelitian ini menganalisis persepsi pengguna terhadap kualitas layanan elektronik (e-service quality)
menggunakan pendekatan text classification dan topic modeling berdasarkan enam dimensi E-SERVQUAL. Data
ulasan pengguna dikumpulkan dari Google Play Store dan dilabeli menggunakan model BERT. Hasil penelitian
menunjukkan dimensi Reliability menempati porsi ulasan terbesar (40%) dengan dominasi sentimen negatif (80,5%),
diikuti Responsiveness, Efficiency, User Friendliness, dan Personal Needs, sementara Site Organization merupakan
satu-satunya dimensi dengan sentimen positif yang dominan. Hasil penelitian pada topic modeling mengungkapkan
bahwa keluhan utama pengguna mencakup keterlambatan saldo, gangguan aplikasi, verifikasi yang gagal, respons
layanan pelanggan yang lambat, dan kinerja aplikasi yang buruk, namun ulasan positif menyoroti kemudahan
navigasi. Temuan ini memberikan masukan perbaikan layanan bagi Bank Neo Commerce serta kontribusi teoretis
bagi pengembangan evaluasi kualitas layanan digital berbasis data pengguna.
Kata Kunci: e-service quality, Bank Neo Commerce, Google Play Store, text classification, pemodelan topik, analisis
sentimen, BERT
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