Investigating Public Sentiment towards TikTok Shop's Resurgence: A Twitter Analysis

Abstract

This study aims to determine public sentiment towards the phenomenon of TikTok Shop's closure and return in Indonesia. The research data was collected from Twitter (X) using Google Colabs tools. In addition to Google Colabs, the researcher also used the Orange Data Mining application to process the obtained data. The data was collected between December 1, 2023, and December 12, 2023, resulting in a total of 7920 tweets. The study's results show that 68% of the tweets were neutral, equivalent to 5373 tweets, while positive data accounted for 18% with a total of 1435 tweets. Meanwhile, negative data accounted for 14% with a total of 1112 tweets. During the data collection period, the highest spike in tweets occurred on December 12, which was the day of TikTok Shop's official return on the Tokopedia platform. At that moment, positive sentiment was 16% or 490 tweets, negative sentiment was 10% or 299 tweets, and neutral sentiment was 74% or 2186 tweets.