Analisis Business Intelligence Keluhan Merchant GoFood: Identifikasi Tema dan Evolusi Keluhan Menggunakan BERTopic
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Henry Pandia
*
Universitas Advent Indonesia,
Indonesia
Abstract
Platform Online Food Delivery (OFD) telah menjadi bagian penting dari ekonomi digital dengan memungkinkan merchant memperluas jangkauan pasar dan meningkatkan efisiensi operasional bisnis. Namun, meningkatnya ketergantungan pada ekosistem yang dikelola platform juga menimbulkan berbagai tantangan operasional dan bisnis bagi para merchant. Penelitian ini bertujuan untuk mengidentifikasi topik utama keluhan merchant GoFood, menganalisis evolusi temporal topik tersebut, serta menghasilkan rekomendasi strategis dari perspektif Business Intelligence. Data penelitian terdiri atas 7.013 ulasan negatif yang dikumpulkan dari aplikasi GoFood Merchant di Google Play Store selama periode 1 Juni 2023 hingga 30 Mei 2026. BERTopic digunakan untuk mengidentifikasi topik-topik utama yang terkandung dalam ulasan merchant, sedangkan analisis temporal dilakukan untuk mengamati perubahan frekuensi kemunculan topik dari waktu ke waktu. Hasil evaluasi model menunjukkan nilai Topic Coherence sebesar 0,590, Topic Diversity sebesar 0,611, dan Topic Quality sebesar 0,360. Hasil penelitian mengidentifikasi 12 topik utama keluhan merchant, dengan biaya promosi, permasalahan pengemudi, permasalahan keuangan, dan ketidakpuasan terhadap kebijakan platform sebagai topik yang paling dominan. Analisis temporal menunjukkan bahwa topik-topik tersebut tetap menjadi isu utama selama periode observasi. Dari perspektif Business Intelligence, temuan penelitian mengungkap empat dimensi kerentanan utama dalam ekosistem, yaitu tekanan monetisasi, ketergantungan operasional, kerentanan finansial, dan ketidakpuasan terhadap tata kelola platform. Temuan ini dapat mendukung pengelola platform dalam meningkatkan kualitas layanan, kepuasan merchant, serta keberlanjutan ekosistem platform.
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