Tazkiyah, Izzah (2023) Penerapan Model LRFMP dan Algoritma K-Means Terhadap Segmentasi Pelanggan pada Toko Online Lusuka Craft. Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
The end of the COVID-19 pandemic has not changed people's behaviour in shopping through e-commerce. The high interest in buying people in shopping online during the pandemic and afterwards has made several stores take advantage of e-commerce to attract many buyers, one of which is the Lusuka Craft store. The limited knowledge possessed by shop owners in understanding the habits of their customers results in a lack of customer satisfaction information that is used as a way to benefit from the business processes that have been carried out. Therefore, clustering analysis is needed by grouping customers based on their purchasing habits. In clustering, an LRFMP model and K-Means algorithm are used. The LRFMP model will analyse the value of sales data so that it can be used in the clustering process. From the process of determining the total cluster using the silhouette coefficient, elbow method, and VAT, three cluster groups are obtained, namely Cluster 0 has 2318 customers, Cluster 1 with 2107 customers, and Cluster 2 with 248 customers. Based on the Customer Value Matrix and Customer Loyalty Matrix additional periodicity and marketing strategy matrix, it is found that Cluster 0 has an Uncertain Consistent New Customer profile using a Let-go strategy, Cluster 1 has a Consistent Spender Promotion Customer profile using a Defensive strategy, and Cluster 2 has an Including Inconsistent Potential Loyal Customer profile using an Enforced strategy.
| Item Type: | Thesis (Undergraduate) | ||||||||||||
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| Subjects: | T Technology > T Technology (General) > T58.6-58.62 Management Information Systems | ||||||||||||
| Divisions: | Faculty of Computer Science > Departemen of Information Systems | ||||||||||||
| Depositing User: | Izzah Tazkiyah | ||||||||||||
| Date Deposited: | 24 Jul 2023 08:35 | ||||||||||||
| Last Modified: | 24 Jul 2023 08:35 | ||||||||||||
| URI: | http://repository.upnjatim.ac.id/id/eprint/16176 |
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