Sentiment Analysis and Customer Satisfaction Prediction on E-Commerce Platforms Based on YouTube Comments Using the XGBoost Algorithm

Ridho Benedictus Togi Manik; Muhammad Aqil Ramadhan; Ihsan Maulana Yusuf; Luluk Muthoharoh; Ardika Satria; Martin Clinton Tosima Manullang

cs.CLMay 6, 2026

Sentiment Analysis and Customer Satisfaction Prediction on E-Commerce Platforms Based on YouTube Comments Using the XGBoost Algorithm

Authors: Ridho Benedictus Togi Manik, Muhammad Aqil Ramadhan, Ihsan Maulana Yusuf, Luluk Muthoharoh, Ardika Satria, Martin Clinton Tosima Manullang

Abstract

The exponential expansion of digital commerce in Indonesia has significantly shifted consumer interactions toward video-centric social networks, particularly YouTube. Consequently, the sheer volume of unstructured, multi-contextual comments poses a tremendous challenge for manual sentiment tracking. This study investigates and constructs a predictive model for customer satisfaction leveraging the Extreme Gradient Boosting (XGBoost) architecture coupled with Term Frequency-Inverse Document Frequency (TF-IDF) vectorization. By utilizing a secondary dataset of YouTube comments retrieved from e-commerce review videos, the raw text underwent rigorous preprocessing to generate normalized numerical features. The experimental results demonstrate that the PyCaret-optimized machine learning framework delivers superior classification resilience. Beyond standard performance metrics, lexical evaluations and feature-importance mapping uncover a notable phenomenon: e-commerce discourse is heavily infiltrated by socio-political terminologies, which ultimately influence the polarity of audience satisfaction.

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May 5, 2026 · cs.CLJ/K move · Enter open · S save

Benchmarking Logistic Regression, SVM, Naive Bayes, and IndoBERT Fine-Tuning for Sentiment Analysis on Indonesian Product Reviews

Nabila Zakiyah Zahra, Salwa Farhanatussaidah, Nasywa Nur Afifah, Luluk Muthoharoh+2

The exponential growth of e-commerce platforms in Indonesia has generated a massive volume of user-generated product reviews. Analyzing the sentiment of these reviews is critical for measuring customer satisfaction and identifying product issues at scale. This paper benchmarks traditional Machine Learning (ML) approaches against a Transformer-based Deep Learning model for a three-class sentiment analysis task (positive, neutral, negative) on the Tokopedia Product Reviews 2025 dataset. We implemented Term Frequency-Inverse Document Frequency (TF-IDF) feature extraction coupled with three algorithms: Logistic Regression, Linear Support Vector Machine (SVM), and Multinomial Naive Bayes as robust baselines. Subsequently, we fine-tuned the IndoBERT model (indobenchmark/indobert-base-p1) for contextual sequence classification. To computationally address the severe class imbalance inherent in e-commerce feedback, we applied balanced class weights for the baseline models and engineered a custom weighted cross-entropy loss function within the IndoBERT training loop, following the broader motivation of imbalanced-learning research. Our comprehensive evaluation using Accuracy, Macro F1-score, and Weighted F1-score revealed that the traditional Linear SVC model significantly outperformed the IndoBERT model in our experimental setup, achieving an Accuracy of 97.60% and a Macro F1-score of 0.5510, compared to IndoBERT's 88.70% and 0.5088. Detailed analysis indicates that this performance gap was primarily driven by discrepancies in the data sampling regimes, where baselines utilized the full corpus while the Transformer was constrained to a sampled subset. Finally, we demonstrate the practical viability of our pipeline by deploying the final sentiment classification model as an interactive Gradio web application.

Term Frequency-Inverse Document Frequency Indonesian E-Commerce Reviews Sentiment Analysis Finetuning Logistic Regression Transformer Architectures Bayesian

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Abstract

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