A Comparison of Indonesia’s E-Commerce Sentiment Analysis for Marketing Intelligence Effort (case study of Bukalapak, Tokopedia and Elevenia)


  • Andry Alamsyah School of Economics and Business, Telkom University Bandung
  • Fatma Saviera School of Economics and Business, Telkom University Bandung


The rapid growth of e-commerce market in Indonesia, making various e-commerce companies appear and there
has been high competition among them. Marketing intelligence is important activity to measure competitive
position. One element of marketing intelligence is to assess customer satisfaction. Many Indonesian customers
express their sense of satisfaction or dissatisfaction towards the company through social media. Hence, using
social media data, it provides a new practical way to measure marketing intelligent effort.
This research performs sentiment analysis using naive bayes classifier classification method with TF-IDF
weighting. We compare the sentiments towards of top-3 e-commerce sites visited companies, they are
Bukalapak, Tokopedia and Elevenia. We use Twitter data for sentiment analysis because it's faster, cheaper and
easier from both the customer and the researcher side. The purpose of this research is to find out how to process
the huge customer sentiment Twitter to become useful information for the e-commerce company, and which
of those top-3 e-commerce companies has the highest level of customer satisfaction. From the experiment
results, it shows the method can be used to classify customer sentiments in social media Twitter automatically
and Elevenia is the highest e-commerce with customer satisfaction.