ANALISIS SENTIMEN TANGGAPAN MASYARAKAT INDONESIA TERHADAP METODE PEMBAYARAN PAYLATER MENGGUNAKAN ALGORITMA NAIVE BAYES

Information technology is currently very developed in Indonesia. A form of information technology development that involves media and telecommunications is e-commerce, which is a marketing and buying and selling business model that connects businesses, consumers, and society in the form of electronic transactions. One of the e-commerce business models is the marketplace. People like online transactions because they are easy and convenient. The convenience of online transactions is supported by the paylater payment method. Paylater is a payment method that uses the installment method of 1 to 12 months only with a National Identity Card (NIC) and a selfie. Paylater raises pros and cons in Indonesian society, causing several problems, such as users having impulse buying characteristics, relatively large interest rates ranging from 2% to 4%, and cases of leakage of paylater user data. This research was conducted to find out positive sentiments, neutral sentiments, and negative sentiments using the Naive Bayes Classifier algorithm in the Instagram comments column found on the official accounts of the marketplaces Shopee Indonesia, Gopay Indonesia, Akulaku PayLater, Kredivo, and Home Credit with scraping techniques using the Python programming language. The results of this study are to rank the best paylaters based on the highest percentage of positive values from the classification results. The ranking results are as follows: Akulaku PayLater (43.75%), Kredivo (39.39%), SpayLater (34.99%), GopayLater (28.07%), and Home Credit (24.63%) should be considered for users.

Keywords: Paylater, Sentiment Analyst, Naive Bayes Classifier.