Purwaningrum, Oktania (2021) Segmentasi Pelanggan Menggunakan Algoritma K-Means dan Model LRFM pada Toko Online Hijabiken. Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
Hijabiken online store is an online store that sells various Muslim products located in the city of Kediri, East Java. So far, sales data at the Hijabiken online store is recorded manually, so it requires a lot of space and risks data loss. Data can also be processed to produce information and knowledge that can provide benefits to the company/organization, for example for customer segmentation. Customer segmentation is carried out to determine the condition of customers in the market so that it can be used as a basis for preparing marketing strategies. The right marketing strategy can manage good relationships with customers and can compete with competitors. In these conditions, it is necessary to segment customers using the clustering process in data mining with the K-Means algorithm and the Length, Recency, Frequency, and Monetary models. The K-Means algorithm is used because it is the most common, frequently used, simple, adaptable, and suitable algorithm in the use of customer segmentation. The LRFM model is a model for analyzing customer values, habits, and profiles. The number of clusters used is 4, based on the results of the elbow, silhouette coefficient, and VAT & iVAT methods. The results of black box testing indicate that all functions on the system are appropriate. The segmentation results from 639 customers are as follows: cluster 0 with 38.50%, cluster 1 with 23.47%, cluster 2 with 6.42%, and cluster 3 with 31.61%.
| Item Type: | Thesis (Undergraduate) | ||||||||||||
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| Subjects: | H Social Sciences > HD Industries. Land use. Labor > HD30.28 Strategic Planning H Social Sciences > HD Industries. Land use. Labor > HD38.5 Supply Chain Management T Technology > T Technology (General) > T385 Computer Graphics |
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| Divisions: | Faculty of Computer Science > Departemen of Information Systems | ||||||||||||
| Depositing User: | Oktania Purwaningrum | ||||||||||||
| Date Deposited: | 04 Aug 2022 05:56 | ||||||||||||
| Last Modified: | 04 Aug 2022 05:56 | ||||||||||||
| URI: | http://repository.upnjatim.ac.id/id/eprint/8585 |
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