Kartiko, Swandharu Haryo and Aziz, RZ Abdul (2025) PENERAPAN METODE NAÏVE BAYES UNTUK KLASIFIKASI PENGARUH KONTEN INSTAGRAM TERHADAP BRAND AWARENESS KAMPUS IIB DARMAJAYA MENGGUNAKAN BAHASA PYTHON. Skripsi thesis, Institut Informatika dan Bisnis Darmajaya.
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1. COVER.pdf Download (268kB) |
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2. PERNYATAAN.pdf Download (309kB) |
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3. PERSETUJUAN.pdf Download (10MB) |
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4. PENGESAHAN.pdf Download (10MB) |
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5. PERSEMBAHAN.pdf Download (362kB) |
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6. RIWAYAT HIDUP.pdf Download (461kB) |
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7. MOTO.pdf Download (409kB) |
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8. KATA PENGANTAR.pdf Download (543kB) |
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9. ABSTRAK.pdf Download (522kB) |
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10. ABSTRACT.pdf Download (3MB) |
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11. DAFTAR ISI.pdf Download (454kB) |
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12. DAFTAR GAMBAR.pdf Download (361kB) |
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13. DAFTAR TABEL.pdf Download (874kB) |
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14. BAB I.pdf Download (178kB) |
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15. BAB II.pdf Download (306kB) |
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16. BAB III.pdf Download (376kB) |
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17. BAB IV.pdf Download (1MB) |
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18. BAB V.pdf Download (134kB) |
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19. DAFTAR PUSTAKA.pdf Download (180kB) |
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20. LAMPIRAN.pdf Download (9MB) |
Abstract
Social media, particularly Instagram, plays an essential role in shaping brand awareness for educational institutions. Visual content presented on the platform can influence audience perceptions and interest in a brand. This study aims to classify the level of influence of Instagram content on the brand awareness of IIB Darmajaya using the Naïve Bayes method implemented in the Python programming language. The data used in this research were collected through questionnaires distributed to followers of the official Instagram account of IIB Darmajaya, along with visual content extracted from the institution's social media feed. The research process involved data collection, data preprocessing, feature extraction, class labelling, and the application of the Naïve Bayes algorithm for classification. Model performance was evaluated using a confusion matrix to obtain accuracy, precision, recall, and F1-score values. The results showed that the Naïve Bayes method successfully classifies the influence of Instagram content on brand awareness with satisfactory accuracy. The model further indicates that visual elements, design quality, informational clarity, and content interaction significantly contribute to enhancing brand awareness. Therefore, this study can serve as a reference for educational institutions in designing more effective digital content strategies.
| Item Type: | Thesis (Skripsi) |
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| Subjects: | Ilmu Komputer eSkripsi |
| Divisions: | Skripsi/TA & PKPM/KP - Fakultas Ilmu Komputer > Teknik Informatika |
| Depositing User: | Swandharu Haryo Kartiko |
| Date Deposited: | 02 Dec 2025 06:17 |
| Last Modified: | 02 Dec 2025 06:19 |
| URI: | http://repo.darmajaya.ac.id/id/eprint/23283 |
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