Analisis Sentimen Presepsi Masyarakat terhadap Perkembangan dan Kontribusi UMKM di Kabupaten Bulukumba
DOI:
https://doi.org/10.55606/jupti.v5i3.7918Keywords:
Bulukumba Regency, MSMEs, Naïve Bayes, Public Perception, Sentiment AnalysisAbstract
Micro, Small, and Medium Enterprises (MSMEs) play a strategic role in supporting regional economic growth and improving community welfare. However, public perceptions regarding the development and contribution of MSMEs need to be identified to evaluate their role in society. This study aims to analyze the sentiment of MSME actors' perceptions regarding the development and contribution of MSMEs in Bulukumba Regency using the Naïve Bayes algorithm. The research employed a descriptive qualitative approach with sentiment analysis. Primary data were collected through interviews, observations, and documentation involving eight culinary MSME owners operating in the Pantai Merpati area, Bulukumba Regency. The interview results were transcribed into textual data and processed through preprocessing stages, including cleaning, tokenizing, filtering, and stemming, before being classified into positive, negative, and neutral sentiment categories using the Naïve Bayes algorithm. The findings indicate that the majority of respondents expressed positive sentiments regarding MSME development, service quality, product quality, digital technology utilization, and the contribution of MSMEs to the local economy. Neutral sentiment appeared only in statements containing factual information, while negative sentiment was found in a limited number of responses related to customer complaints that had been appropriately addressed by business owners. These findings suggest that MSMEs in Bulukumba Regency have contributed positively to improving family income, creating employment opportunities, and supporting local economic growth. Therefore, strengthening digital transformation, enhancing product and service quality, and providing continuous support for MSMEs are essential to improve their competitiveness and ensure sustainable regional economic development.
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