PENGGUNAAN ANALISIS SENTIMEN UNTUK PERANCANGAN PRODUK: SEBUAH TINJAUAN PUSTAKA
DOI:
https://doi.org/10.34151/rekavasi.v12i1.4660Keywords:
perancangan produk, analisis sentimen, keinginan konsumen, tinjauan pustakaAbstract
Saat ini konsumen sering memberikan komentar dan review terhadap produk yang digunakannya melalui platform media sosial dan platform e-commerce. Perusahaan mempunyai peluang untuk memanfaatkan komentar dan review tersebut untuk mengetahui keinginan dan kebutuhan konsumen atas produk yang dihasilkannya. Keinginan dan kebutuhan konsumen tersebut merupakan masukan berarti dalam proses perancangan produk. Salah satu teknik yang akhir-akhir ini banyak dipakai untuk menilai komentar dan review konsumen adalah analisis sentimen. Artikel ini disusun dengan tujuan untuk mencermati sejauh mana analisis sentimen digunakan untuk mendukung proses perancangan produk melalui tinjauan pustaka dari penelitian dalam bidang ini. Pustaka dicari dengan menggunakan basis data Web of Science Core Collection dengan menggunakan kata kunci “product design” dan “sentiment analysis”. Setelah dilakukan pengkajian diperoleh lima puluh artikel yang relevan dengan kedua kata kunci tersebut. Dari artikel terpilih tersebut, dapat disimpulkan bahwa analisis sentimen memang telah banyak digunakan dalam mendukung proses perancangan produk, baik untuk produk baru maupun untuk proses perbaikan desain berbagai jenis produk termasuk jasa. Dalam penerapannya, analisis sentimen diintegrasikan dengan berbagai teknik perancangan produk seperti quality function deployment (QFD), metode Kano, dan metode Kansei. Terdapat dua kategori teknik untuk menentukan sentimen negatif atau positif yaitu teknik berdasarkan lexicon dan teknik machine learning. Analisis sentimen dalam proses perancangan produk juga diintegrasikan dengan konsep ontology dan fuzzy. Arah penelitian di masa datang adalah memperluas aplikasi ke jenis produk lain dan pengembangan teknik dengan integrasi berbagai teknik perancangan produk dan berbagai konsep dan teknik terkini dengan tujuan mendapatkan teknik yang sesuai dan akurat dalam mendapatkan keinginan konsumen.
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