Studi Literatur Penerapan Machine Learning untuk Analisis Data Konsumen pada Minat Beli Konsumen
DOI:
https://doi.org/10.38035/jmpd.v2i4.316Keywords:
Mechine Learning (ML), Alogaritma Media Sosial, Niat PembelianAbstract
Machine Learning (ML) telah menjadi alat penting dalam menganalisis data konsumen, terutama dalam memahami faktor yang mempengaruhi minat beli. Studi ini meninjau berbagai penelitian terkait penerapan ML dalam analisis sentimen, pengolahan data media sosial, serta dampaknya terhadap keputusan pembelian konsumen. Temuan menunjukkan bahwa algoritma ML, seperti Support Vector Machine (SVM), Random Forest (RF), dan Natural Language Processing (NLP), dapat meningkatkan pemahaman terhadap pola perilaku konsumen. Selain itu, media sosial memainkan peran signifikan dalam membentuk persepsi dan keputusan konsumen, terutama melalui algoritma yang mengkurasi konten yang dipersonalisasi. Studi ini menyoroti pentingnya penerapan ML dalam strategi pemasaran digital untuk meningkatkan efektivitas kampanye dan daya tarik produk.
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