Evaluation of Avanza Car Innovation Opportunities Based on Twitter Data

M DAVEL Z R, Ir. Subagyo, Ph.D., IPM., ASEAN Eng.

2022 | Skripsi | S1 TEKNIK INDUSTRI

Product innovation is one of the most important things that can be done in the development of a company. In conducting product innovation, innovators need to pay attention to the voice of the customer because it will affect the success of selling the product itself. A number of studies believe that media surveys, interviews, FGDs and other conventional methods require large expenditures and take a long time. With proper use, the combination of social media with text mining technology can be used as a gap in getting customer voices without having to spend big money and faster than conventional methods. Therefore, it is necessary to conduct an analysis to find out whether online opinion can be used as an opportunity to identify attribute innovations in Toyota Avanza car products by utilizing text mining algorithm. The research was conducted by taking Twitter data on tweets that mentioned Toyota Avanza cars from 2015 to 2019. This opinion data will be analyzed using the topic modeling method to capture the main topics discussed by the public. This topic data will be used in identifying the attributes of the Toyota Avanza along with the level of importance and satisfaction. By using the opportunity algorithm, the level of importance and satisfaction will be used to identify innovation opportunities from the Toyota Avanza car product. The results showed that the identification of innovation opportunities through Twitter can be done. It has been identified that there are 22 Avanza car attributes that became the subject of discussion by the public. Based on the level of importance and satisfaction, there are two attributes that have high innovation opportunities, namely safety and brake systems. After a comparison was made with the specifications of the Toyota Avanza released in 2019, there were several innovations from several car components, one of the attributes developed was the attribute suggested by the research, namely safety and braking. The research concluded that tweet data can be an alternative media for taking customer voices in product development or innovation.

Product innovation is one of the most important things that can be done in the development of a company. In conducting product innovation, innovators need to pay attention to the voice of the customer because it will affect the success of selling the product itself. A number of studies believe that media surveys, interviews, FGDs and other conventional methods require large expenditures and take a long time. With proper use, the combination of social media with text mining technology can be used as a gap in getting customer voices without having to spend big money and faster than conventional methods. Therefore, it is necessary to conduct an analysis to find out whether online opinion can be used as an opportunity to identify attribute innovations in Toyota Avanza car products by utilizing text mining algorithm. The research was conducted by taking Twitter data on tweets that mentioned Toyota Avanza cars from 2015 to 2019. This opinion data will be analyzed using the topic modeling method to capture the main topics discussed by the public. This topic data will be used in identifying the attributes of the Toyota Avanza along with the level of importance and satisfaction. By using the opportunity algorithm, the level of importance and satisfaction will be used to identify innovation opportunities from the Toyota Avanza car product. The results showed that the identification of innovation opportunities through Twitter can be done. It has been identified that there are 22 Avanza car attributes that became the subject of discussion by the public. Based on the level of importance and satisfaction, there are two attributes that have high innovation opportunities, namely safety and brake systems. After a comparison was made with the specifications of the Toyota Avanza released in 2019, there were several innovations from several car components, one of the attributes developed was the attribute suggested by the research, namely safety and braking. The research concluded that tweet data can be an alternative media for taking customer voices in product development or innovation.

Kata Kunci : Product innovation opportunities, Twitter, topic modeling, important attributes, level of importance, satisfaction level, Opportunity Algorithm