Sentimental Insights: Harnessing Text Analytics for Marketplace Reviews Evaluation

Abstract

E-commerce growth speedily alters market dynamics, thus emphasizing the importance of appreciating customer feelings to improve services and goods. The main objective of this research is to find out what customers’ emotions are about the big marketplaces in Indonesia and determine factors influencing their perception. This study employed a quantitative approach where review or customer review data was collected and processed using sentiment analysis algorithms based on the Chi-Square Test and the Mann- Whitney Test to compare positive and negative sentiments. The results depicted a significant difference in the ratings given by groups with negative sentiments compared to those with positive sentiments on ABC Store Market Place. The p-value obtained from this analysis is less than 0.05, which is 0.00022. The results showed a significant difference in customer sentiment towards the customer service aspect and the speed of delivery on the marketplace. These findings offer strategic insights for e-commerce stakeholders to improve customer satisfaction through more effective service and operational strategy adjustment .