Analysis Of MSME Customer Perception Through Sentiment Reviews Using K-Means Clustering

Abstract

Digital technology continues to develop rapidly and creates fundamental changes for businesses, opening new opportunities while also generating more complex uncertainties. This study aims to analyze MSME customer perceptions using Google Maps reviews through the K-Means Clustering model. The dataset was collected through web scraping and processed using Python-based sentiment analysis. The results present customer perceptions in a more structured manner by combining K-Means clustering and sentiment analysis. The findings indicate that most customer reviews are positive, with major aspects of satisfaction related to location, product quality, and price.