Shaping Global Perceptions: A Sentiment Analysis of Indonesian Made Boots
DOI:
https://doi.org/10.37385/msej.v6i3.7622Keywords:
Sentiment analysis, Perception, Brand Image, Social Media ReviewAbstract
This study aims to explore customers’ perception toward an Indonesian handmade shoes and brand image created after seeing the review made by a foreign customer who happens to be a Youtuber. This study is Adopting a qualitative sentiment analysis method by analyzing comments from YouTube reviews that have been cleaned up using Atlas.ti. The study interprets user-generated comments to understand consumer perception and brand image after categorizing sentiments into positive, negative, neutral and supplements them with descriptive coding for deeper insights. Findings show that consumers predominantly express positive sentiments, highlighting craftsmanship and brand uniqueness, while negative comments focus on limited size availability, long waiting time and ordering difficulty. This study provides insights into how other local brands can enhance their market presence through effective storytelling, leveraging cultural identity, and partnering with influencers particularly within the context of local products entering global markets. It highlights the importance of brand awareness, emphasizing the role of review credibility and the differential impact of positive vs. negative feedback that may influence purchase intentions.
References
Abd El Baki, H. M. (2022). Impact of YouTube Influencers on Consumer Purchase Intention with the Mediating Influence of Brand Awareness: An Applied Study on University Students in Tabuk. European Online Journal of Natural and Social Sciences, 11(4), pp-1324.
Afianto, R. A., Putra, D., Akhmad, N., & Nikmatussholekha, N. F. (2024). The Role of Social Media Influencers in Creating Product Value as a Driver of Green Lifestyle Sustainability. 3(3).
Ahn, Y., & Lee, J. (2024). The Impact of Online Reviews on Consumers' Purchase Intentions: Examining the Social Influence of Online Reviews, Group Similarity, and Self-Construal. Journal of Theoretical and Applied Electronic Commerce Research , 19(2), 1060–1078. https://doi.org/10.3390/jtaer19020055
Apriany, A., & Gendalasari, G. G. (2022). The Influence of Brand Awareness and Brand Image on Purchase Decisions of AMDK SUMMIT products. Scientific Journal of Unit Management, 10(1), 105–114. https://doi.org/10.37641/jimkes.v10i1.1278
Ariasa, M., Rachma, N., & Priyono, A. A. (2020). The Influence of Product Attributes, Value Perception, and Consumer Experience on Repurchase Interest Mediated by Consumer Satisfaction (In Xiaomi Smartphone Users in Dinoyo Village, Malang). Scientific Journal of Management Research, 09, 113–131.
Chen, T., Samaranayake, P., Cen, X. Y., Qi, M., & Lan, Y. C. (2022). The Impact of Online Reviews on Consumers' Purchasing Decisions: Evidence From an Eye-Tracking Study. Frontiers in Psychology, 13(June). https://doi.org/10.3389/fpsyg.2022.865702
Chhikara, K. S. FACTORS INFLUENCING CONSUMER PURCHASE INTENTION TOWARDS FOOTWEAR: A STUDY OF THE DELHI-NCR.
Dudutari, B., Ifeanyi, A. J., & Francis, N. (2022). Negative online reviews and consumer purchase intentions for search and credence goods. International Research Journal of Management, IT and Social Sciences, 9(3), 328–339. https://doi.org/10.21744/irjmis.v9n3.2082
Dudziak, A., Stoma, M., & Osmólska, E. (2023). Analysis of Consumer Behaviour in the Context of the Place of Purchasing Food Products with Particular Emphasis on Local Products. International Journal of Environmental Research and Public Health, 20(3). https://doi.org/10.3390/ijerph20032413
Ebrahim, R. S. (2020). The Role of Trust in Understanding the Impact of Social Media Marketing on Brand Equity and Brand Loyalty. Journal of Relationship Marketing, 19(4), 287–308. https://doi.org/10.1080/15332667.2019.1705742
Faccia, A., McDonald, J., & George, B. (2024). NLP Sentiment Analysis and Accounting Transparency: A New Era of Financial Record Keeping. Computers, 13(1). https://doi.org/10.3390/computers13010005
Firdaus, F. (2020). The Influence of Consumer Perception and Satisfaction on the Interest in Repurchasing Indomaret Private Label Products (Study on Indomaret Consumers in Telanaipura District, Jambi City). Journal of Applied Management and Finance, 9(1), 1–14. https://doi.org/10.22437/jmk.v9i1.9234
Huang, T. Y., Chen, W. K., Chen, C. W., & Silalahi, A. D. K. (2022). Understanding How Product Reviews on YouTube Affect Consumers' Purchase Behaviors in Indonesia: An Exploration Using the Stimulus-Organism-Response Paradigm. Human Behavior and Emerging Technologies, 2022. https://doi.org/10.1155/2022/4976980
Iskandar, R. A., & Patmarina, H. (2024). The Role of Online Customer Reviews and Online Customer Ratings on Purchasing Decisions on E-Commerce Shopee. International Journal of Economic, Business and Innovation Research (IJEBIR), 3(2), 872–885. https://e-journal.citakonsultindo.or.id/index.php/IJEBIR/article/view/797
Juárez-Varón, D., Mengual-Recuerda, A., Capatina, A., & Núñez Cansado, M. (2023). Footwear consumer behavior: The influence of stimuli on emotions and decision making. Journal of Business Research, 164(April). https://doi.org/10.1016/j.jbusres.2023.114016
Julia, P., Hambali, Aswita, D., Isa, M., Rahmani, & Anwar, F. (2022). Taking Advantage of Business Opportunities in the Pandemic Era Through Handicraft Training. ABDIKAN: Journal of Community Service in Science and Technology, 1(3), 338–345. https://doi.org/10.55123/abdikan.v1i3.743
Jung, S., & Jin, B. (2014). A theoretical investigation of slow fashion: Sustainable future of the apparel industry. International Journal of Consumer Studies, 38. https://doi.org/10.1111/ijcs.12127
Kurnia, Purnamasari, I., & Saputra, D. D. (2023). Sentiment analysis using the Naïve Bayes, SMOTE and Adaboost methods on Bank BTN's Twitter. Journal of Information and Communication Technology, 7(2), 235–242. https://doi.org/10.35870/jtik.v7i3.707
Leinonen, A., & Nikkanen, E. (2023). The impact of social media influencers on purchase decisions. 6(2), 248–252.
Lembayung, R. D., Mahmud, & Sentosa, E. (2023). The influence of brand image and product quality. Journal of Ikraith-Economics, 6(2), 424–432.
Lin, R. F. Y., Wu, J., Tseng, K. K., Tang, Y. M., & Liu, L. (2023). Applied sentiment analysis on a real estate advertisement recommendation model. Enterprise Information Systems, 17(6). https://doi.org/10.1080/17517575.2022.2037158
Liu, L., Dzyabura, D., & Mizik, N. (2020). Visual listening in: Extracting brand image portrayed on social media. Marketing Science, 39(4), 669–686. https://doi.org/10.1287/mksc.2020.1226
Maghfiroh, L., & Iriani, S. S. (2021). Intention to Buy Local Brand Shoes by the Young Generation: The Influence of Consumer Ethnocentrism, Perceived Quality, Perceived Price, and Perceived Brand Image. Journal of Management Science, 9(2), 617. https://doi.org/10.26740/jim.v9n2.p617-633
Mandiri, L. N. P., Jamhari, J., & Darwanto, D. H. (2022). Influencer Marketing Affect Consumer Purchase Decisions On Cimory Product. Agroeconomics, 33(2), 80. https://doi.org/10.22146/ae.73195
Mansur, H., Karundeng, D. R., & Suyanto, M. A. (2022). PRODUCT ATTRIBUTES IN INCREASING CUSTOMER LOYALTY (study on Gorontalo Post). Jesya (Journal of Sharia Economics & Economics), 5(1), 725–742. https://doi.org/10.36778/jesya.v5i1.640
Mukramin, S., Yumriani, Y., Maemunah, M., Haniah, S., Nursida, A., S., K., & Abd. Majid, N. A. (2023). Dream Catcher Crafts as a Social-Entrepreneurship Effort for Students of the Sociology Study Program. I-Com: Indonesian Community Journal, 3(1), 121–129. https://doi.org/10.33379/icom.v3i1.2203
Nugroho, P. D. P., & Ariesta, A. (2021). Handicraft Marketplace System Model Design. IDEALIS: InDonEsiA Journal Information System, 4(2), 157–166. https://doi.org/10.36080/idealis.v4i2.2863
Nurbasari, A., & Kamanda, R. G. P. (2022). The Influence of Brand Associations and Perceived Quality on Purchase Intention: Study at Cibaduyut Shoe Industry Center. Matric : Journal of Management, Business Strategy and Entrepreneurship, 165. https://doi.org/10.24843/matrik:jmbk.2022.v16.i01.p13
Nursilowati, R. D., & Mayangsari, L. (2020). Women footwears of Choice: A Correlation Analysis of Customer Attitudes toward Purchase Intention of Local Footwear Products. KnE Social Sciences, 574-589.
Peper, J. J., Qiu, W., Bruggeman, R., Han, Y., Chehade, E. C., & Wang, L. (2024). Shoes-ACOSI: A Dataset for Aspect-Based Sentiment Analysis with Implicit Opinion Extraction. EMNLP 2024 – 2024 Conference on Empirical Methods in Natural Language Processing, Findings of EMNLP 2024, 15477–15490.
Petty, R. E., & Cacioppo, J. T. (1984). Source factors and the elaboration likelihood model of persuasion. Advances in consumer research, 11(1), 668-672.
Pezzuti, T., Leonhardt, J. M., & Warren, C. (2021). Certainty in Language Increases Consumer Engagement on Social Media. Journal of Interactive Marketing, 53, 32–46. https://doi.org/10.1016/j.intmar.2020.06.005
Pham, T. V. A., Nagy, Á., & Ngo, M. T. (2024). The effect of review quality on purchase intention in cross-border e-commerce: The case of Hungary. Society and Economy, 46(2), 120-146.
Pratama, I. W. A. (2024). The Impact of Influencer Marketing, Customer Interaction, and Digital Advertising on Brand Image in the Bali Tourism Industry. 3(04), 462–473.
Pratminingsih, S. A., & Astuty, E. (2017). The Influence of Consumer Ethnocentrism and Perceived Value on Purchase Decision of Local Shoe in Student Environment. Journal of Management Applications, 15(2), 301–309. https://doi.org/10.21776/ub.jam.2017.015.02.14
Rybaczewska, M., Chesire, B. J., & Sparks, L. (2020). YouTube Vloggers as Brand Influencers on Consumer Purchase Behaviour. Journal of Intercultural Management, 12(3), 117–140. https://doi.org/10.2478/joim-2020-0047
Schiaroli, V., Fraccascia, L., & Dangelico, R. M. (2024). How can consumers behave sustainably in the fashion industry? A systematic literature review of determinants, drivers, and barriers across the consumption phases. Journal of Cleaner Production, 483(February 2023), 144232. https://doi.org/10.1016/j.jclepro.2024.144232
Schreiner, M., Fischer, T., & Riedl, R. (2021). Impact of content characteristics and emotion on behavioral engagement in social media: literature review and research agenda. Electronic Commerce Research, 21(2), 329–345. https://doi.org/10.1007/s10660-019-09353-8
Setianti, Y., Budi Sulistiarini, E., Sugiharto, B., Elizabeth, & Syaifudin, A. (2024). Analysis of The Influence of Trust In Digital Transactions and Website Reputation on Customers Purchase Intention Through Footwear Website. Journal of Information and Technology, 6, 297–301. https://doi.org/10.60083/jidt.v6i1.518
Setiawan, R., & Tjen, J. (2020). Identifying Opinions of Footwear Products in Indonesia via Sentiment Analysis. 561–565.
Stefani, V., Listiana, E., Afifah, N., Setiawan, H., & Fitriana, A. (2023). The Influence of Online Customer Review, Live Tiktok, on Purchase Decision of Somethinc Products with Customer Trust as a Mediation Variable on Tiktok Social Media. Journal of Economics, 12(4), 1858–1869. http://ejournal.seaninstitute.or.id/index.php/Ekonomi
Syah, L. Y., Rahadi, D. R., & Farid, M. M. (2022). The Generation Z Consumer Behavior Towards Local and Imported Fashion Products. Journal of Management and Leadership, 5(2), 55-65.
Tan, T. Le, Quang, N. D., & Dat, N. D. T. (2023). Researching the Effect of Views and Feedback About Products on Customer’S Purchase Intention. Case of Shopping on the Social Media. Journal of Law and Sustainable Development, 11(4), 1–18. https://doi.org/10.55908/sdgs.v11i4.901
Utami, E. Y., & Elizabeth, R. (2023). The impact of influencer credibility on consumer purchasing decisions: A case study on the fashion industry in Indonesia. West Science Interdisciplinary Studies, 1(09), 859-866.
Wang, C., Liu, T., Zhu, Y., Wang, H., Wang, X., & Zhao, S. (2023). The influence of consumer perception on purchase intention: Evidence from cross-border E-commerce platforms. Heliyon, 9(11), e21617. https://doi.org/10.1016/j.heliyon.2023.e21617
Winarto, L., & Wisesa, A. (2026). Analyzing the Impact of Artificial Intelligence and Sustainability on Gen Z Consumer Purchase Intentions : A Case Study of L ' Oréal Cosmetics Indonesia. 9(5).
Xiong, B., Sun, J., & Pang, X. (2024). E-commerce Platform in Digital Economy: Analysis and Optimization of Amazon's Footwear Store. Financial Economics Research, 1(2), 90–114. https://doi.org/10.70267/t59bcb11
Yani, Z., Kumalasari, F., & Wonua, A. R. (2023). The Influence of Brand Awareness and Brand Image on Interest in Buying Eco-Friendly Products. Journal of Creative Students, 1(6), 195–208.
Yustiawan, S. T., & Lestari, B. (2023). The influence of social media influencers on the buying interest of piscocol consumers in Malang City. Business Application Journal, 9(2), 160–168
Template
