ANALYSIS OF MSME CUSTOMER PERCEPTION THROUGH SENTIMENT REVIEWS USING K-MEANS CLUSTERING

Sri Wulandari; M. Trihudiyatmanto; Bahtiar Efendi

doi:10.35829/magisma.v13i1.476

Sri Wulandari Universitas Sains Al-Qur’an
M. Trihudiyatmanto Universitas Sains Al-Qur’an
Bahtiar Efendi Universitas Sains Al-Qur’an

DOI: https://doi.org/10.35829/magisma.v13i1.476

Keywords: customer perceived value, k-means, umkm, phyton, sentiment reviews

Abstract

Digital technology continues to develop relentlessly and creates fundamental changes for businesses, thus opening up new opportunities but also creating more complex uncertainties This study aims to analyse the perception of MSME customers using Google Maps reviews with the K-Means Clustering model. The dataset is retrieved through web scraping and processed with Python-based sentiment analysis. The results show customer perceptions in a more structured manner using the K-Means Model and sentiment analysis. Most reviews are positive, focusing on location, product quality, and price