Implementation of Data Mining in Analyzing Social Media Users Personality with Naïve Bayes Classifier: A Case Study of Instagram Social Media

Instagram is a social networking application where the users reveal a lot about themselves. This data gives contribution to big data, so the authors wanted to know what information can be retrieved on the user's personality. Data mining plays an important role which aims to transform raw data into a structure that can be understood to be used furthermore. Text mining refers to the process of taking high-quality information from text, one of the classification method that can be used is Naïve Bayes Classifier. In this research will be performed a desktop-based application creation using Visual Studio 2015, C# programming language, and Microsoft Access 2010. This application could classify Instagram user’s personality with a .csv formatted data source. Based on five factor model theory, research results concluded that 24.59% is classified as Openness to New Experiences personality, 21.5% as Conscientiousness personality, 16.22% as Extraversion personality, 21.73% as a Agreeableness personality, and 15.85% as Neuroticsm personality.