Analisis Opini Publik terhadap MyTelkomsel Menggunakan Model DeLone & McLean pada Media Sosial X

Analysis of Public Opinion on MyTelkomsel Using the DeLone and McLean Model on the Social Media Platform X

Aplikasi MyTelkomsel merupakan layanan digital yang digunakan oleh pelanggan Telkomsel untuk mengakses informasi dan layanan telekomunikasi. Tingginya jumlah pengguna aplikasi ini diiringi dengan munculnya berbagai opini dan keluhan pengguna yang disampaikan melalui media sosial. Penelitian ini bertujuan untuk menganalisis kepuasan pengguna aplikasi MyTelkomsel berdasarkan opini publik di platform X (Twitter) menggunakan Model Kesuksesan Sistem Informasi DeLone dan McLean. Data penelitian berupa 1.500 cuitan berbahasa Indonesia yang dikumpulkan melalui proses crawling. Data kemudian melalui tahap prapemrosesan teks untuk meningkatkan kualitas analisis. Analisis sentimen dilakukan menggunakan model RoBERTa untuk mengklasifikasikan opini pengguna ke dalam sentimen positif, netral, dan negatif. Selanjutnya, setiap cuitan dilabeli ke dalam enam dimensi Model DeLone dan McLean, yaitu System Quality, Information Quality, Service Quality, Use, User Satisfaction, dan Net Benefits. Skor sentimen digunakan sebagai nilai kuantitatif untuk masing-masing dimensi. Hubungan antar variabel dianalisis menggunakan metode Structural Equation Modeling–Partial Least Squares (SEM-PLS). Hasil penelitian menunjukkan bahwa System Quality dan Information Quality berpengaruh signifikan terhadap User Satisfaction, sedangkan Service Quality menunjukkan pengaruh yang lebih rendah. Penelitian ini diharapkan dapat memberikan kontribusi akademik dalam penerapan Model DeLone dan McLean berbasis data media sosial serta menjadi masukan bagi pengembang aplikasi MyTelkomsel dalam meningkatkan kualitas layanan dan pengalaman pengguna.

The MyTelkomsel application is a digital service used by Telkomsel customers to access telecommunications information and services. The high number of users is accompanied by the emergence of various user opinions and complaints expressed through social media. This study aims to analyze user satisfaction with the MyTelkomsel application based on public opinions on the X (Twitter) platform using the DeLone and McLean Information Systems Success Model. The research data consist of 1,500 Indonesian-language tweets collected through a crawling process. The data then underwent a text preprocessing stage to improve analysis quality. Sentiment analysis was conducted using the RoBERTa model to classify user opinions into positive, neutral, and negative sentiments. Subsequently, each tweet was labeled into six dimensions of the DeLone and McLean model, namely System Quality, Information Quality, Service Quality, Use, User Satisfaction, and Net Benefits. Sentiment scores were used as quantitative values for each dimension. The relationships among variables were analyzed using the Structural Equation Modeling–Partial Least Squares (SEM-PLS) method. The results indicate that System Quality and Information Quality significantly influence User Satisfaction, while Service Quality shows a lower level of influence. This study is expected to provide academic contributions to the application of the DeLone and McLean model based on social media data and offer practical insights for the development of the MyTelkomsel application in improving service quality and user experience.