Identification of Karleen Hijab Fashion SME Competitors Based on Sentiment Analysis Using Naïve Bayes Classifier Algorithm

Hijab Fashion Small and Medium-Sized Enterprises (SMEs) need to develop competitive advantages brands as a source of SME competitiveness. However, most SMEs experience limitations in developing the their brands. This research was conducted find out understand Karleen competitors object study. The method used is sentiment analysis using Naïve Bayes algorithm. Sentiment carried online review data Shopee e-commerce. processing done orange mining software. algorithm produced an average value AUC, CA, F1, Precision adequate recall for entire brand, which 0.72, 0.887, 0.856, 0.833, 0.887. Based on percentage largest positive each fashion quality attribute, it known that Lozy are Fabric Quality Attribute (30.77%), Good Fit (15.38%), Halwa's advantage Design attribute (34.19%). Competitive Hijup Serviceability (21.74%) Packaging Lafiye Price (6.17%). Deenay brand Reliability (20.89%), while does not have relative any because still below competitors.