Korean culture in the last two decades has shaken the whole world, including Indonesia, almost all millennial children talk about Korean culture, whether from dramas, films, songs, fashion, lifestyle, industrial products have begun to penetrate the lives of Indonesian people. One of the trends of public interest is Korean film drama. However, in the expansion of Korean film dramas in Indonesia, there must still be a negative perspective, so an analysis of the sentiments of Indonesian people's opinions regarding Korean culture is currently on the rise. This sentiment analysis data is taken from comments about Korean dramas that are widely written on Twitter. From the many opinions about Korean dramas, a classification is needed according to the existing sentiments so that it will be easy to get the tendency of opinions written on Twitter towards Korean dramas whether they tend to have positive, neutral or negative opinions. In the analysis of opinion sentiment using a Naive Bayes approach taken from Twitter Social Media. The application of the Nave Bayes algorithm in grouping positive, neutral and negative sentiments based on Korean drama commentary review data collected. The purpose of this study is to analyze public opinion and sentiment on Korean dramas on Twitter based on 100 data taken, using Orange tools for the sentiment analysis process. The results given show a percentage value of 69% by calculating the Naive Bayes algorithm

Shopee can be regarded as an E-Marketplace which is the second wave of E-Commerce and expands the combination of consumer business (B2B, C2B, and C2C) into B2B. Shopee is a phenomenon that occurs and will continue to grow in the years to come. However, it is felt that changing trends and moving application users occur very quickly. Every user must pay attention to the advantages and disadvantages of the application used. User requests on the application can be seen in terms of user behavior. The level of comfort felt by users in using the application can be measured through user behavior factors. Through user behavior factors emerge user experiences arising from interactions with the application. The purpose of this study is to determine the factors that influence between variables by identifying the relationship between endogenous and exogenous variables on Brand Loyalty by using the modified User Experience and Consumer Based Brand Equity methods. Respondents in the questionnaire were 150 using non-probability sampling technique with purposive sampling type, data analysis using Structural Equation Modeling-Partial Last Square with a Likert scale as the measurement scale used. The result of this research is that Brand Association (BA) is not significant positive on Brand Loyalty (BL). Brand Trust (BT) is significantly positive on Brand Loyalty (BL). Perceived Value (PV) is significantly positive on Brand Loyalty (BL). Pleasure in Use (PiU) is significantly positive on Brand Loyalty (BL). Social Value (SV) is significantly positive on Brand Loyalty (BL). Usability (US) is not significant positive towards Brand Loyalty (BL)