PENERAPAN K-MEANS DAN K-MEDOIDS BERBASIS RFM PADA SEGMENTASI PELANGGAN DI MASA PANDEMI COVID-19

PENERAPAN K-MEANS DAN K-MEDOIDS BERBASIS RFM PADA SEGMENTASI PELANGGAN DI MASA PANDEMI COVID-19

• By Watmah, Sri;
• Tesis
• 4

Merebaknya virus CORONA di Indonesia pada awal Maret 2020 telah membuat keresahan terutama dalam dunia usaha. Dampak yang ditimbulkan akibat virus ini membuat sebagian usaha kecil maupun menengah keatas gulung tikar. Dalam situasi seperti ini diperlukan strategi pemasaran yang tepat untuk dapat mempertahankan dan meningkatkan loyalitas pelanggan. Tujuan penelitian ini yaitu melakukan segmentasi pelanggan PT Megadaya Maju Selaras berdasarkan karakteristiknya dengan membandingkan algoritma K-Means dan K-Medoids berbasis RFM sebagai atribut yang digunakan dalam penelitian. Dataset yang digunakan berasal dari data transaksi pembelian pelanggan PT Megadaya Maju Selaras. Hasil penelitian menunjukan algoritma K-Means mempunyai nilai DBI lebih kecil dari K-Medoids. Data keseluruhan terbagi menjadi 4 segmen yaitu superstar, typical customer, occational customer dan dormant customer. Data sebelum pandemi terbagi menjadi 2 segmen yaitu typical customer dan  superstar. Data setelah pandemi terbagi menjadi 5 segmen yaitu typical customer, occational customer, golden customer, dormant customer dan superstar.

 

 

 

• Katakunci Kata Kunci: Segmentasi, K-Means, K-Medoids, RFM, DBI
• URL http://
• Penerbit ,

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