¹Steffani Liwang, ²Fadila Ariani, ³Caesy Antania Kuswardani

^1,2,3LSPR Institute of Communication and Business Jakarta – Indonesia,

DOI : https://doi.org/10.58806/ijsshmr.2025.v4i1n23

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ABSTRACT

This study investigates the sentiment analysis of Kanzler's "Hacks Aburamen Bakso Hot" campaign on TikTok, a platform increasingly significant in digital marketing. The research explores how viral marketing and influencer-driven strategies impact consumer attitudes. Sentiment analysis was conducted on comments from five TikTok videos using natural language processing techniques, including data preprocessing, TF-IDF weighting, and Naïve Bayes classification. Results reveal predominantly positive sentiments, indicating the campaign's success in enhancing brand perception and engagement. These findings highlight the efficacy of influencer marketing in leveraging social media for product promotion and provide actionable insights for future digital marketing strategies.

KEYWORDS:

sentiment analysis, influencer marketing, tiktok campaign, naive bayes, rapid miner.

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