Evaluasi Kualitas Layanan OTA dalam Perspektif Manajemen Operasi Jasa: Pendekatan Text Mining dan Sentiment Analysis pada Aplikasi Traveloka
DOI:
https://doi.org/10.38035/jimt.v7i3.7825Keywords:
text mining, analisis sentimen, IndoBERT, kualitas layanan digital, E-S-QUAL, manajemen operasi jasaAbstract
Penelitian ini bertujuan untuk menganalisis kualitas layanan aplikasi Traveloka berdasarkan ulasan pengguna di Google Play Store menggunakan pendekatan text mining dan sentiment analysis berbasis IndoBERT. Data yang digunakan terdiri dari 121.498 ulasan berbahasa Indonesia di sepanjang tahun 2025. Analisis dilakukan melalui tahapan preprocessing, klasifikasi sentimen, serta pemetaan ulasan ke dalam empat dimensi E-S-QUAL yaitu efficiency, fulfillment, system availability, dan privacy. Hasil analisis menunjukkan bahwa 48,8% ulasan bersentimen positif dan 23,7% bersentimen negatif dengan rasio 2:1. Model IndoBERT menunjukkan performa yang baik dengan akurasi 89,2% dan skor F1 89,3%. Pengukuran skor kualitas layanan menunjukkan bahwa dimensi efficiency memperoleh skor positif (+0,39), sementara fulfillment (-0,26), system availability (-0,44), dan privacy (-0,71) menunjukkan skor negatif. Temuan ini mengindikasikan bahwa meskipun aplikasi dinilai mudah digunakan, masih terdapat permasalahan pada proses pemenuhan layanan, stabilitas sistem, dan keamanan data. Secara praktis, penelitian ini memberikan kontribusi bagi Traveloka dalam mengidentifikasi area prioritas perbaikan operasional berbasis data ulasan pengguna secara real-time, khususnya pada penguatan integrasi sistem dengan mitra layanan, peningkatan keandalan infrastruktur teknologi, serta optimalisasi perlindungan data dan keamanan transaksi. Pendekatan ini juga dapat dimanfaatkan sebagai mekanisme monitoring kualitas layanan digital secara berkelanjutan guna mendukung strategi peningkatan kepuasan dan loyalitas pengguna.
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