Sentiment Analysis of Customer Satisfaction Towards Shopee and Lazada E-commerce Platform Using the Random Forest Algorithm Classifier

Abstract

In the digital era, e-commerce platforms like Shopee and Lazada have become the primary channels for online transactions in Indonesia, significantly shaping consumer behaviour and business strategies. This study analyses and compares consumer sentiment towards product reviews on these platforms, focusing on three prominent stores: Skintific, Originote, and Azarine. The research utilized a dataset of 4,500 comments collected from both platforms, with 3,600 comments allocated for training and 900 comments for testing. The sentiment analysis used a lexicon-based approach and machine learning techniques to ensure accuracy and reliability. The results reveal that the Skintific store achieved 88% positive sentiment on Shopee and 84.1% on Lazada. The Originote store recorded 81.4% positive sentiment on Shopee and 91.5% on Lazada, while the Azarine store achieved 87.8% on Shopee and 77.9% on Lazada. These findings highlight variations in consumer sentiment between platforms, which platform-specific features and user demographics may influence. This study provides valuable insights for businesses to tailor their marketing strategies and improve customer engagement on different e-commerce platforms.