Peran Natural Language Processing dalam Proses Pengembangan Produk Baru: Tinjauan Literatur
DOI:
https://doi.org/10.26593/jrsi.v13i1.6790.117-130Kata Kunci:
natural language processing, suara pelanggan, Big Data, pengembangan produk baruAbstrak
Kepuasan pelanggan merupakan faktor kunci kesuksesan sebuah bisnis. Agar dapat menyediakan produk yang memenuhi kepuasan pelanggan, perusahaan harus dapat memahami kebutuhan dan keinginan dari pelanggannya. Perkembangan teknologi pada saat ini telah membantu perusahaan agar dapat memahami keinginan pelanggan dengan lebih mudah sehingga perusahaan dapat menyediakan produk yang memenuhi kepuasan pelanggan. Natural Language Processing (NLP) merupakan teknologi yang memungkinkan komputer mengolah bahasa manusia. NLP telah dimanfaatkan para pelaku bisnis dalam proses New Product Development (NPD). NLP juga sering disebut dengan istilah text-mining. Kami mengumpulkan penelitian-penelitian terkait dengan NLP dan NPD dan melakukan tinjauan literatur untuk memetakan sampai sejauh mana NLP telah dimanfaatkan dalam proses NPD saat ini. Kami menemukan bahwa dalam era Big Data saat ini penelitian-penelitian NLP paling sering memiliki tujuan untuk mengolah data teks dari ulasan online pada e-commerce dan dari media sosial. Dengan menggunakan NLP, data dalam jumlah besar dapat menghasilkan informasi berupa Voice of Customer (VOC) yang berharga untuk pengembangan produk sebuah bisnis. Kami juga menemukan bahwa teknologi NLP juga telah dimanfaatkan dalam proses NPD lain yang tidak melibatkan VOC, seperti tahap desain, pengolahan dokumen hingga ekstraksi kebutuhan-kebutuhan dalam proses NPD.
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