Indonesia is a market with attractive e-commerce growth in the past four years. The tight competition made the company try to find ways to maintain customer loyalty, including making improvements to the Customer Relationship Management (CRM) strategy. The way to establish a good CRM strategy is driven by a good approach from the company to customers. Through the process of understanding customer personality, major companies able to understand their customer behaviour, therefore, companies driven by their marketers can perform product marketing activities that are tailored to the tendency of the customer's personality. This research was conducted to determine the personality of the customer by utilizing data obtained from online reviews of several products using the ontology model approach. Personality is measured based on words and phrases given by customers through their online reviews with the help of the Big Five Personality theory in the classification process. The results of this study indicate that the measurement of personality using an ontology model reconstructed with the n-gram algorithm shows that customers on several products have different personalities. These personalities can be used as a foundation in determining and establishing CRM strategies in order to gain higher customer engagement. Keywords—Customer Relationship Management; Online Review; Ontology Model; Personality Measurement

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Pertumbuhan industri film Indonesia semakin meningkat di dukung dengan meningkatnya kualitas pemain film dan meningkatkan awareness penonton terhadap film Indonesia jika dilihat dari meningkatnya jumlah penonton di setiap film. Seiring dengan perkembangan zaman serta canggihnya teknologi yang mendukung pembuatan film, semakin banyak produksi film-film genre laga muncul dengan balutan cerita yang berkualitas. Dalam penelitian ini para peneliti berfokus kepada film Indonesia yang memiliki genre laga (action) dari tahun 2009 hingga tahun 2018. Peneliti memiliki tujuan untuk mengetahui hubungan aktor dalam setiap film laga dan film laga apa yang menghubungkan aktor- aktor tersebut serta untuk mengetahui pemeran kunci (Key Player) pada jaringan tersebut.dengan menggunakan Social Network Analysis. Penelitian kali ini mencakup sebanyak 1186 nodes dan 1457 edges, yang terbentuk dari 102 film dari tahun 2009 hingga 2018. Analisis jaringan afiliasi hubungan node dalam jaringan ini menggunakan software Gephi dengan melakukan pengukuran network properties untuk mengetahui key player dalam jaringan. Hasil penelitian menunjukkan bahwa node Donny Alamsyah memiliki pengaruh terbesar sebagai key player dalam jaringan.