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SURAT TUGAS Nomor : B-1668/F8/KP.01.1/8/2021

Menimbang : Bahwa untuk melaksanakan Tridarma Perguruan Tinggi UIN Syarif

Hidayatullah Jakarta di Fakultas Ekonomi dan Bisnis

Dasar : Jurnal

Memberi Tugas

Kepada : Dr. Desmadi Saharuddin, MA

NIP. 197207112005011007

Sebagai : Reviewer pada Jurnal of Islamic Marketing; Manuscript ID JIMA-04-2021-0125.R1

Jakarta, 16 Agustus 2021

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7/18/2021 Email UIN Syarif Hidayatullah Jakarta - Invitation to Review for the Journal of Islamic Marketing

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Dr. Desmadi Saharuddin, MA <[email protected]>

Invitation to Review for the Journal of Islamic Marketing 1 pesan

Journal of Islamic Marketing <[email protected]> 13 Juli 2021 00.16Balas Ke: [email protected]: [email protected]

12-Jul-2021

Dear Assoc. Prof. Desmadi Saharudin

Manuscript ID JIMA-04-2021-0125.R1 entitled "Customer Sentiment Analysis and Prediction of Halal Restaurants using Machine Learning Approaches" has been revised andsubmitted to the Journal of Islamic Marketing.

I invite you to review this manuscript. The abstract appears at the end of this letter. Please let me know as soon as possible if you will be able to accept my invitation toreview. If you are unable to review at this time, I would appreciate you recommending another expert reviewer. Please click the appropriate link below to automatically registeryour reply with our online manuscript submission and review system.

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Sincerely, Prof. Noha El-Bassiouny Associate Editor, Journal of Islamic Marketing [email protected], [email protected]

MANUSCRIPT DETAILS

TITLE: Customer Sentiment Analysis and Prediction of Halal Restaurants using Machine Learning Approaches

ABSTRACT: There is a vigorous prerequisite for organizations to analyze customer-reviews behavior to evaluate the competitive business environment. The purposes of our investigation

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7/18/2021 Email UIN Syarif Hidayatullah Jakarta - Invitation to Review for the Journal of Islamic Marketing


are to analyze and predict customer reviews of halal restaurants using machine learning approaches. We have collected customer review data from the yelp website. The authors filtered only the reviews of halal restaurants from the original dataset. Following cleaning, thefiltered review texts were classified as positive, neutral, or negative sentiments, and those sentiments were scored using the AfINN and VADER sentiment algorithms. Also, thecurrent study applies four machine learning methods to classify the reviews toward halal restaurants into its sentiment class. Our experiment showed that most of the customer reviews towards halal restaurants were positive. We also discovered that all of the methods (decision tree, linear SVC,logistic regression, and random forest classifier) can correctly classify the review text into sentiment class, but logistic regression outperforms the others in terms of accuracy. Our results facilitated halal restaurateurs in identifying customer review behavior. This study applies machine learning approaches to analyze and predict customer sentiment based on the review texts toward halal restaurants.

7/18/2021 Email UIN Syarif Hidayatullah Jakarta - Manuscript ID JIMA-04-2021-0125.R1 now in your Reviewer Centre - Journal of Islamic Marketing



Manuscript ID JIMA-04-2021-0125.R1 now in your Reviewer Centre - Journal of Islamic Marketing 1 pesan


13-Jul-2021

Dear Assoc. Prof. Desmadi Saharudin

Thank you for agreeing to review Manuscript ID JIMA-04-2021-0125.R1 entitled "Customer Sentiment Analysis and Prediction of Halal Restaurants using Machine LearningApproaches" for the Journal of Islamic Marketing. Please try your best to complete your review within the next 2 weeks.

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Authors response to reviewers comments:

Dear Editor, Journal of Islamic Marketing.

Thank you for providing the opportunity to revise and resubmit our manuscript again, We also greatly appreciate the reviewers for their complimentary comments andsuggestions. We believe that the manuscript is substantially improved after making the suggested edits. A point-by-point response to the Editors’ and Reviewers’ comments isbelow. We believe that the revisions prompted by these comments have strengthened our manuscript. We hope that you find our responses satisfactory and that themanuscript is now acceptable for publication.

On behalf of all co-authors, Dr. Md Shamim Hossain

Note: The green color of the text indicates corrections.

Reviewer(s)' Comments to Author: Reviewer: 1

Recommendation: Major Revision

Comments: 1. Explain the differences between halal food and halal restaurant. Our response: Despite the fact that the literature on halal restaurants is extremely scarce, the majority of previous research have been focused on halal food. Some halalrestaurant literature has been included.

2. This research does not consider the halal restaurant the customers reviewed. Our response: Details may be found in the method section, as well as other parts of our current manuscript.

3. No need to give introductory paragraphs in the Conclusion. The Conclusion should be to the point and specific. Our response: We made change.

Additional Questions: 1. Originality: Does the paper contain new and significant information adequate to justify publication?: Yes.

Our response: Many thanks

2. Relationship to Literature: Does the paper demonstrate an adequate understanding of the relevant literature in the field and cite an appropriate range of literature sources? Is any significant work ignored?: This paper does not provide relevant literature on halal restaurants. Our response: We have added in the current version.

3. Methodology: Is the paper's argument built on an appropriate base of theory, concepts, or other ideas? Has the research or equivalent intellectual work on which the paperis based been well designed? Are the methods employed appropriate?: Yes.





Our response: Thank you.

4. Results: Are results presented clearly and analysed appropriately? Do the conclusions adequately tie together the other elements of the paper?: In terms of analyzing thecustomer sentiment, this paper presented clear results. However, the characteristic of data, which are reviews on the 'halal restaurant', was ignored. As a result, this paperdoes not analyze the relationship between the customer sentiment with the halal restaurant.

Our response: We have included.

The Conclusion is not to the point. Our response: We have included.

5. Implications for research, practice and/or society: Does the paper identify clearly any implications for research, practice and/or society? Does the paper bridge the gapbetween theory and practice? How can the research be used in practice (economic and commercial impact), in teaching, to influence public policy, in research (contributing tothe body of knowledge)? What is the impact upon society (influencing public attitudes, affecting quality of life)? Are these implications consistent with the findings andconclusions of the paper?: The implication for halal restaurateurs is not clear. Why do halal restaurateurs need to identify customer review behavior?

Our response: We have included.

6. Quality of Communication: Does the paper clearly express its case, measured against the technical language of the field and the expected knowledge of the journal'sreadership? Has attention been paid to the clarity of expression and readability, such as sentence structure, jargon use, acronyms, etc.: The language is well used.

Our response: Thank you.

Reviewer: 2

Recommendation: Major Revision

Comments: Assalaamualikum Wrt Wbrt. Our response: Wa ʿalaykumu s-salam

Dear authors, your manuscript has the potential to contribute to the emerging debates on halal, specifically the scholarly works on halal that use machine learning. We need toimprove such publications as it is very relevant and applicable to the current circumstances. However, regarding your manuscript, it is my pleasure to say that it needs a majorrevision before JIMA EIC makes a publication decision. Based on my personal comprehensive reading, my experience says that your paper needs a major improvement tofacilitate good legibility in terms of flow and the coherence of each argument made in the paper. I am pleased to detail my comments in the following section.

1. Evaluation for the introduction section I need to say that your introduction section needs to improve. Let me make an analogy. You are an archer aiming to shoot number 10, but your arrow hits number 4. This iswhat I can explain about your introduction.

I understand that your concern is on the importance of a customer review for a halal restaurant. However, you do not come up with an example from the real issue in theindustry. Furthermore, I understand that you use data from Yelp for the analysis. However, an appropriate argument explaining your logical framework is not well establishedwhy Yelp review is used, notably Yelp’s users potential among Muslim consumers.

It is fundamentally essential to introduce a gap in the practice or the real issues in the halal industry. Please explain how bad reviews can potentially contribute to the adverseimpact on a halal restaurant. If it happens caused by a review in Yelp, you may explain such cases to describe the real issue in the industry. Furthermore, if you have any



specific data regarding potential Muslim users of Yelp, please provide it. As a Muslim myself, it is my first time to know such Yelp, as I do not use Yelp. So, in this case, Yelpdoes not represent me. Please establish your argument in choosing Yelp by presenting the fact, or potential of Muslim customers, if it is available.

Our response: Yelp is a popular social review website located in the United States. Visit https://en.wikipedia.org/wiki/Yelp for additional information. We are not mentioning inour research that all the reviews provided by Muslim customers, only because Yelp does not give any religious statistics of users. We have used certain unique procedures toextract halal restaurant relevant reviews (described in the method section).

In addition, please move your research questions to the literature review section. Please draw your research questions based on the theoretical framework.

Our response: After developing a research question based on the theoretical framework, we moved our research question into the literature review section.

2. Evaluation for the literature review section I need to say that the current content of the literature review needs significant improvement. Please enhance your literature review by considering my comments as follows.

Please detail your theoretical grounds used for the analysis. A comprehensive theoretical review is fundamentally essential to draw your research questions. Please explainthe theories one by one in a subtopic and drive your question based on the literature you review or theories you refer to.

Our response: We made changes

As you conduct sentiment analysis, then you need to explain the theory that grounds sentiment analysis. What is the theory that explains lexicon sentiment analysis?Furthermore, as you use AFINN for machine learning, what is the theory that grounds AFINN? Who creates AFINN, and what logical framework drives you to select AFINN?Why do you employ AFINN instead of others, for example, Bing or NRC? Or, why don’t you use them all (AFINN, BING and NRC) in your machine learning test? NRC fromSaid Mohammed is able to comprehensively explore the type of emotions, compared with AFINN that only test 2 sentiments (Positive and Negative). With NRC, the machinelearning test can find 8 types of emotions (e.g. joy, fear, among others) and 2 sentiments (i.e. negative and positive). Our response: We have included all the mentioned issues.

3. Evaluation for research method section How do you perform the machine learning analysis? Do you use Orange Data Mining, or R Studio or others? Please explain. If you use R or R Studio, you may explain howyou perform the analytical steps. Please explain each package used for the analysis, and provide code or the programming language to get the results. Please explain in detailhow do you collect the data. You mentioned you download the data from Yelp. Do you download it manually or via an automated web-scrapping by machine learning? How doyou filter the intended data (the halal reviews)? You need to explain this fundamental aspect of the analysis. It is practically important to best inform the readers about theanalytical steps. Also, please be informed that JIMA is not a specialised Journal for machine learning studies. It’s not like Journal R or like other journals for machine learninganalyses. JIMA has wider audiences. Thus, it would help if you detail how you perform the analysis so that the readers won’t ask how the authors do the analytical steps. Myexperience reading your method leaves me with many critical questions as to how the authors perform the machine learning analysis. Please revise your method section.

Our response: We have included all the mentioned issues.

4. Recommended literature Dear Author(s), you may improve your paper by referring to the following literature. Please note that the following references are only suggestion for you to read if you wish. Itis not my suggestion to cite in your work.

First of all, the following article can give you the idea of how to derive a research question; - Zakāh Administration in Times of COVID-19 Pandemic in Indonesia: A Knowledge Discovery via Text Mining - Social Media, Web, and Panel Surveys: Using Non-Probability Samples in Social and Policy Research - New digital safety net or just more ‘friendfunding’? Institutional analysis of medical crowdfunding in the United States

Secondly, the following article is important to improve your literature review. The following references are important in sentiment analysis discourse and are not cited in your

https://en.wikipedia.org/wiki/Yelp



work. - Opinion mining and sentiment analysis published in Foundations and Trends in Information Retrieval. - A comparative analysis of major online review platforms: Implications for social media analytics in hospitality and tourism. - Sentiment Analysis: Detecting Valence, Emotions, and Other Affectual States from Text. - Mining and mapping halal food consumers: A geo-located Twitter opinion polarity analysis - Halal Products on Twitter: Data Extraction and Sentiment Analysis Using Stack of Deep Learning Algorithms - Utilisation of text mining as a big data analysis tool for food science and nutrition

Our response: We carefully studied all of the papers and selected a few pieces of literature from those.

Briefly, based on the above comments driven by my experience in reading the article, a major revision is deemed important before the EIC makes a publication decision.

Thank you.

Sincerely yours. Anonymous reviewer(s)

Additional Questions: 1. Originality: Does the paper contain new and significant information adequate to justify publication?: Yes. The machine learning analysis in the halal discourse is relevant tothe current context. This paper provides such debates. However, a major revision is deemed important before publication is made.

Our response: Thank you so much; we've made the necessary modifications. 2. Relationship to Literature: Does the paper demonstrate an adequate understanding of the relevant literature in the field and cite an appropriate range of literature sources? Is any significant work ignored?: The literature review needs to be enhanced significantly. The current content is weak and does not drive the authors' research questions.Please refer to the comments given fr revision,.

Our response: We made changes.

3. Methodology: Is the paper's argument built on an appropriate base of theory, concepts, or other ideas? Has the research or equivalent intellectual work on which the paperis based been well designed? Are the methods employed appropriate?: The method section needs revision. Please refer to the comments given to do so, Our response: We made changes.

4. Results: Are results presented clearly and analysed appropriately? Do the conclusions adequately tie together the other elements of the paper?: The fundamental part ofthe research method needs to be revised. Please refer to the comments given.

Our response: We made changes.

5. Implications for research, practice and/or society: Does the paper identify clearly any implications for research, practice and/or society? Does the paper bridge the gapbetween theory and practice? How can the research be used in practice (economic and commercial impact), in teaching, to influence public policy, in research (contributing tothe body of knowledge)? What is the impact upon society (influencing public attitudes, affecting quality of life)? Are these implications consistent with the findings andconclusions of the paper?: The current practical implication is weak. Both theoretical and practical implications of the paper need to be addressed clearly. Please explain theimplication for academics in general. And specifically, please explain in detail how the industry professionals can benefit from your study.

Our response: We have included the applications of our study.



6. Quality of Communication: Does the paper clearly express its case, measured against the technical language of the field and the expected knowledge of the journal'sreadership? Has attention been paid to the clarity of expression and readability, such as sentence structure, jargon use, acronyms, etc.: The flow and the coherence of eachargument need to be improved. Some of the semicolons is not written appropriately.

Our response: we have corrected few semicolons

7/24/2021 ScholarOne Manuscripts

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1. Originality: Does the paper contain new and significant information adequate to justify publication?

Yes

2. Relationship to Literature: Does the paper demonstrate an adequate understanding of the relevant literature in the field and cite an appropriaterange of literature sources? Is any significant work ignored?

This paper does not provide enough reviews on researches on related issues: consumer sentiments, halal restaurants, and the relation between consumersentiments and halal restaurants. As a result, how this work differs from the earlier ones, as well as the logical continuity between the previous and present workis not stated.

3. Methodology: Is the paper's argument built on an appropriate base of theory, concepts, or other ideas? Has the research or equivalentintellectual work on which the paper is based been well designed? Are the methods employed appropriate?

The details of theories and methods take up most of the paper. It needs to be revised.

4. Results: Are results presented clearly and analysed appropriately? Do the conclusions adequately tie together the other elements of the paper?

Results need to be improved. Please refer to the comment given.

5. Implications for research, practice and/or society: Does the paper identify clearly any implications for research, practice and/or society? Does

Customer Sentiment Analysis and Prediction of Halal Restaurants using Machine Learning Approaches

Reviewer AffiliationState Islamic University Syarif Hidayatullah Jakarta, Syaria EconomicsManuscript ID:JIMA-04-2021-0125.R1Manuscript TypeResearch ArticleKeywordsCustomer sentiment, Review texts, Halal restaurant, Prediction, Machine learningDate Assigned:13-Jul-2021Date Review Returned:24-Jul-2021



the paper bridge the gap between theory and practice? How can the research be used in practice (economic and commercial impact), in teaching, toinfluence public policy, in research (contributing to the body of knowledge)? What is the impact upon society (influencing public attitudes, affectingquality of life)? Are these implications consistent with the findings and conclusions of the paper?

Please refer to the comment given.

6. Quality of Communication: Does the paper clearly express its case, measured against the technical language of the field and the expectedknowledge of the journal's readership? Has attention been paid to the clarity of expression and readability, such as sentence structure, jargon use,acronyms, etc.

The flow and the coherence of each paragraph need to be improved. Provide 'bridges' between paragraphs.

Recommendation

Major Revision

Confidential Comments to the Editor-in-Chief

Comments to the Author

1. Introduction Since you do not provide earlier researches on halal restaurants, consumer sentiments, and how consumer sentiments affect halal restaurants, the significance ofthe research is not presented. The purpose of your research, then, is not clear. Is it to analyze the effect of consumer feedback on halal restaurants, or to suggestthe best method to analyze consumer sentiments for halal restaurants? Whichever purpose you choose, you need to provide arguments as to why it needs to beanalyzed. Why do you choose Yelp.com as the data source? Does Yelp provide the most feedback on halal restaurants? Or is it the most visited review platform?

2. Result/Finding Does your Finding suggest that logistic regression is best only for analyzing feedback on halal restaurants? And the implication of your research is for halalrestaurateurs?

Files attached



Do you want to get recognition for this review on Publons?

Yes

Author's ResponseFiles attached

7/24/2021 Email UIN Syarif Hidayatullah Jakarta - Thank you for submitting your review of Manuscript ID JIMA-04-2021-0125.R1 for the Journal of Islamic Marketing



Thank you for submitting your review of Manuscript ID JIMA-04-2021-0125.R1 for the Journal of Islamic Marketing 1 pesan


24-Jul-2021

Dear Assoc. Prof. Saharudin,

Thank you for submitting your review of JIMA-04-2021-0125.R1 for Journal of Islamic Marketing. We are very grateful for the contribution you have made to the journal byproviding your review. We recognise the value that is added by our reviewers and would therefore like to thank you for your work, by granting you free personal access to up40 Emerald journal articles (excluding Backfiles) within a three-month period.

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