Sentiment analysis, a key component of natural language processing and data mining, plays a pivotal role in extracting subjective insights from textual data, particularly on social media platforms. In response to the growing importance of digital engagement, understanding public sentiment has become essential for formulating effective marketing strategies. This study aims to enhance the marketing strategy of energy products in subsidiaries of State-Owned Enterprises (SOEs) by employing a hybrid sentiment analysis model that integrates the Valence Aware Dictionary and Sentiment Reasoner (VADER) with Long Short-Term Memory (LSTM) neural networks. Utilizing a mixed-method approach that combines both quantitative and qualitative analyses, the study collects and processes data from multiple social media sources to identify and classify consumer sentiment. The results demonstrate that the hybrid VADER-LSTM model achieves an accuracy rate of up to 84%, enabling a more nuanced interpretation of consumer opinions. These insights inform the development of data-driven, responsive, and targeted marketing strategies. Furthermore, the study highlights the significance of fostering interactive communication between companies and consumers to enhance the impact of digital marketing efforts. Theoretical implications include a contribution to the academic discourse on information systems and digital marketing, while practical outcomes offer valuable guidance for SOEs in adopting adaptive, sentiment-informed marketing approaches within the energy sector.

In recent years, E-Commerce has experienced a very significant increase. E-commerce provides a broad overview of technology, processes and practices that can be carried out without using paper as a means of transactions. E-commerce can be a solution to the paper waste problem which is an environmental issue that can lead to social problems. Thus, e-commerce has a vital role in achieving business sustainability performance. E-commerce has had a big influence on the social and economic growth of today's society. Business management's ability to manage financial information is an important indicator in influencing Micro, Small and Medium Enterprises’ (MSME's) business performance. Good managements’ financial literacy equips MSMEs with knowledge and skill empowering MSMEs to make informed financial decisions, manage resources effectively and promote sustainable development. This research aims to analyze the relationship between E-Commerce and the sustainability performance of MSMEs and analyze the relationship between financial literacy and its positive and significant relationship with the sustainability performance of MSMEs. The research method uses a descriptive method with a quantitative approach. The population in this research are MSMEs managers in Indonesia who have comprehensive knowledge regarding the operations and performance of MSMEs. In this study, researchers used a simple random sampling technique with a sample size of 478 MSME managers. Data analysis in this research uses the Partial Least Square (PLS) technique which is an alternative method based on the variance of the variables used. The stages of data analysis are validity testing, reliability testing and hypothesis testing. The independent variables in this research are e-commerce and financial literacy, while the dependent variable is MSME sustainability performance. The results of this research show that e-commerce has a positive and significant relationship with MSME sustainability performance and financial literacy has a positive and significant relationship to MSME sustainability performance. In addition, e-commerce has a significant influence on the sustainability performance of MSMEs because the presence of e-commerce is one of the marketing alternatives used to reach more vendors and customers which can change the supply chain leads to social problem solution such as food distribution. Further, e-commerce may minimize traveling long distances for shopping resulting to the carbon footprint reduction. MSMEs have the same opportunity to use e-commerce as an alternative to maximize performance. However, not all MSMEs have the capability to use and utilize e-commerce optimally. After all, knowing good financial management will make it easier to make sustainable decisions since the higher the level of financial literacy, the MSME players can optimize their sustainability performance.