Analisis Sentimen Penggunaan Mobile Banking Bank Sumut

Abstract

The banking industry has introduced various technological advances in the last few years according to the current development. These advances directly affect the ways to interact with customers using access availability to reach products and financial services that meet customers' needs. Considering the importance of technology-based channel integration for the banking sector regarding customer satisfaction and experience, it is required to conduct sentiment analysis of the use of Bank Sumut Mobile Banking on Customer Satisfaction. The objective of this research is to reveal the evaluation of usefulness factor of sumut mobile application by taking sentiment level of users' opinion into consideration. Information and communication technology rapidly develops that brings impacts on interaction and users' interactions within online platforms, such as writing reviews on applications. Reviews are common in all aspects and used by many people to further learn things they have a liking for, particularly the things they are about to buy or use. This research uses data from reviews from sumut mobile application on Google Playstore within the period from January until April 2024 based on the most relevant comments. The research result demonstrates that Sumut Mobile online learning application users' comment dataset is processed by using naïve bayes algorithm and partitioning validation. The validation method works by dividing the dataset into training data and testing data. The evaluation result using partitioning validation shows an accuracy value of 77.50%. According to the testing results using Sentiwordnet, it is concluded that some obstacles are still found in using the Sumut Mobile application such as complaints about the slow response of the application and complicated processes to disable the connection with any connected devices.