Extracting Consumers’ Perceptions for Indonesian Spice Drinks Using Social Media Data Mining and Kansei Engineering

Abstract

Local factors and global influences shape consumers’ perceptions through social media. In this regard, spice drinks as an agribusiness product have received increasing attention due to the Covid-19 pandemic. Therefore, understanding consumers’ perceptions is crucial for promoting the development of spice drinks. This study aims to (1) extract consumers’ perceptions of spice drinks based on discussions on social media using sentiment analysis and (2) classify the factors influencing their perceptions using factor analysis. The input dataset was obtained through Twitter data to acquire Kansei words. The results disclosed that Twitter could extract Kansei words and validate consumers’ perceptions of spice drinks as an agribusiness product. The sentiment analysis revealed 78% positive and 13% neutral tweets. Subsequently, an online survey was conducted among 495 respondents aged 18 to 41, distributed through various social media platforms from June to August 2022. The respondents were Generation Z and Millennials, with Generation Z referring to individuals born between 1997 and 2012 and Millennials born between 1981 and 1996. Factor analysis identified four principal components influencing consumers’ perceptions toward spice drinks: positive attitudes were associated with the quick, milky, mixed, healthy, quality, energy, fresh, warm, and safe; benefits were affiliated with the words enjoy, rest, life, smile, and story; quality concerned easy, flavour, and spicy; and sensory dealt with sweet, aroma, and bitter.

Keywords

• agribusiness
• consumer perception
• kansei
• spice drink
• social media