Implementasi Algoritma K-Means Clustering Dalam Analisis Segmentasi Pelanggan Berdasarkan Usia, Pendapatan dan Model RFM Untuk Optimalisasi Strategi Pemasaran (Studi Kasus: Toko Lantikya Jombang)

Kristanti, Beni Tiyas (2024) Implementasi Algoritma K-Means Clustering Dalam Analisis Segmentasi Pelanggan Berdasarkan Usia, Pendapatan dan Model RFM Untuk Optimalisasi Strategi Pemasaran (Studi Kasus: Toko Lantikya Jombang). Undergraduate thesis, UPN Veteran Jawa Timur.

	Text (cover) 20081010072.-cover.pdf Download (2MB)
	Text (bab 1) 20081010072.-bab1.pdf Download (585kB)
	Text (bab 2) 20081010072.-bab2.pdf Restricted to Repository staff only until 15 July 2026. Download (714kB) \| Request a copy
	Text (bab 3) 20081010072.-bab3.pdf Restricted to Repository staff only until 15 July 2026. Download (488kB) \| Request a copy
	Text (bab 4) 20081010072.-bab4.pdf Restricted to Repository staff only until 15 July 2026. Download (919kB) \| Request a copy
	Text (bab 5) 20081010072.-bab5.pdf Download (184kB)
	Text (daftar pustaka) 20081010072.-daftarpustaka.pdf Download (255kB)
	Text (lampiran) 20081010072.-lampiran.pdf Restricted to Repository staff only Download (184kB) \| Request a copy

Abstract

The Lantikya Jombang Store is one of the retail stores in Jombang Regency that has not implemented a marketing strategy that provides different services based on the characteristics and type of customer. Customer segmentation is the process of dividing customers into groups based on different characteristics or behavior to show the level of diversity among customers. Customer characteristics and behavior are seen based on age, income, recency (last transaction), frequency (number of arrivals), and monetary (amount of money spent) or called RFM (Recency, Frequency, and Monetary). Grouping was carried out using one of the algorithms, namely K-Means, with a total of 1140 data. This research produced 4 groups based on a comparison of the results of the group search method, namely the elbow method, silhouette method, and gap statistics. The analysis carried out to develop a marketing strategy is calculated based on variable values using the Analytic Hierarchy Process (AHP) and Customer Lifetime Value (CLV) methods. Characteristics and types of customers resulting from 4 customer groups, namely the millennial generation who have high incomes with customer types for general retention and important value customers, as well as the generation Z age who have low incomes with customer types for general development and lost customers.

Item Type:

Thesis (Undergraduate)

Contributors:

Contribution	Contributors	NIDN/NIDK	Email
Thesis advisor	Junaidi, Achmad	NIDN6730183	achmadjunaidi.if@upnjatim.ac.id
Thesis advisor	Mandyartha, Eka Prakarsa	NIDN6690608	eka_prakarsa.fik@upnjatim.ac.id

Subjects:

T Technology > T Technology (General)

Divisions:

Faculty of Computer Science > Departemen of Informatics

Depositing User:

Beni Tiyas Kristanti

Date Deposited:

16 Jul 2024 02:05

Last Modified:

16 Jul 2024 02:10

URI:

https://repository.upnjatim.ac.id/id/eprint/26083