ANALISIS SENTIMEN BAHASA PADA ULASAN DALAM MEMPENGARUHI CITRA MERK PRODUK
DOI:
https://doi.org/10.33477/lingue.v5i1.5378Abstract
Abstract
This study aims to analyze the sentiment of consumer reviews language towards the formation of brand image of a product in the context of online purchasing. This research focuses on how the language used in consumer reviews can influence perceptions of a product's brand image. A qualitative method is employed to gain in-depth insights into how consumers respond to existing product reviews. The sample consists of consumers who actively read other consumers' reviews before making a purchase. The results of the research show that sentiment language plays a role in shaping consumers' perceptions of a product's brand image. Positive sentiments in reviews tend to reinforce a positive brand image, while negative sentiments tend to damage it. The interpretation of sentiments is influenced by how much they align with consumers' preferences and their intensity. Strong sentiments have a more significant impact on brand image formation. Contextual factors and product characteristics also play a role in the influence of sentiment language on brand image. Products that are important to consumers have a greater impact of sentiment on brand perception.
Keywords: Sentiment Language, brand image, reviews
Abstrak
Penelitian ini bertujuan untuk menganalisis sentimen bahasa ulasan konsumen terhadap pembentukan citra merek produk dalam konteks pembelian online. Penelitian ini difokuskan pada bagaimana bahasa yang digunakan dalam ulasan konsumen dapat mempengaruhi persepsi terhadap citra merek suatu produk. Metode kualitatif digunakan untuk mendapatkan wawasan yang mendalam tentang bagaimana konsumen merespons ulasan produk yang ada. Sampel terdiri dari konsumen yang secara aktif membaca ulasan konsumen lain sebelum melakukan pembelian produk. Hasil penelitian menunjukkan bahasa sentimen memiliki peran dalam membentuk persepsi konsumen terhadap citra merek produk. Sentimen positif dalam ulasan cenderung memperkuat citra merekpositif, sementara sentimen negatif cenderung merusak citra merek. Interpretasi sentimen dipengaruhi oleh sejauh mana sentimen tersebut sejalan dengan preferensi konsumen dan intensitasnya. Sentimen yang sangat kuat memiliki dampak yang lebih signifikan pada pembentukan citra merek. Faktor kontekstual dan karakteristik produk juga memainkan peran dalam pengaruh bahasa sentimen pada citra merek. Produk yang penting bagi konsumen memiliki dampak sentimen yang lebih besar pada persepsi merek.
Kata Kunci: Bahasa Sentimen, Citra Merek, Ulasan
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