What Semiotic Values Do Cosmetics Consumers Consume?: Analysis of Cosmetic Brand Reputation and Brand Selection Attributes Using Text Mining

Purpose: This study aims to empirically analyze how consumers perceive their consumption of the semiotic value from cosmetics that they purchased by using text-mining analysis techniques-word cloud analysis, semantic network and sensitivity analysis-and examining subjective emotional big data have left as discourse reviews concerning brand reputation selection attributes in social media. Methods: R version 3.6.2-RStudio Version 1.4.1103 was used collect review on experience after purchases. The research conducted three stages: pre-processing collected setting stopwords, execution modeling, result analysis. Results: word evinced “skin” appeared most, followed “purchase” “nature”. fact such keywords featured prominently suggests described based a value. revealed “nature”, “product”, “real,” “cover,” “use,” “skin cosmetics” had high levels degree centrality, betweenness closeness centrality. Finally, through 4,742 words showing positive reviews, 2,039 negative 14,146 neutral were found. Conclusion: In top 30 represented purchase goal attribute well are considerably important for factors related cosmetics. “Real”, cosmetics”, all which centrality play an role spreading connecting “meaning” toward particular brands daily basis. found approximately 2.33 times more often than ones.