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All Journal Engineering, Mathematics and Computer Science Journal (EMACS) Jurnal Ilmu Komunikasi dan Sosial Politik
Andini, Galuh
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Civil Engineering, Building, Construction & Architecture Computer Science & IT Engineering Environmental Science Industrial & Manufacturing Engineering Library & Information Science Mathematics

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Unlocking Pharma Market Segmentation for Strategic Growth Through Advanced Data Intelligence Purwaningrum, Alfi; Alifah, Amalia Nur; Dermawan, Dwi Bagus; Andini, Galuh
Engineering, MAthematics and Computer Science Journal (EMACS) Vol. 7 No. 1 (2025): EMACS
Publisher : Bina Nusantara University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21512/emacsjournal.v7i1.12199

Abstract

Business competition compels companies to understand customer characteristics in order to maintain and enhance their competitiveness, especially in the pharmaceutical industry, which involves various customer segments such as hospitals, pharmacies, patients, and end consumers with diverse needs. Customer segmentation becomes crucial in developing effective strategies, with K-Means algorithm being one of the commonly used methods due to its simplicity and efficiency in clustering large datasets. This study combines the K-Means Clustering algorithm with the elbow method to determine the optimal number of clusters in segmenting the customer profiles of a pharmaceutical company. The analysis results reveal two main clusters: the first cluster is dominated by hospitals with higher medication purchase volumes and longer delivery distances, ranging from 8 to 131 km, while the second cluster is dominated by pharmacies with smaller purchase volumes and shorter delivery distances. These findings enable the pharmaceutical company to better understand customer characteristics and design more effective strategies to compete in the market. It is recommended that the company adjusts its marketing strategies and products based on the needs of each cluster, enhances customer relationships through loyalty programs, and optimizes distribution routes to improve operational efficiency.
Mengupas Perubahan Gaya Hidup Anak Muda Bandar Lampung di Era E-Commerce dan Digital Payment: Studi Kualitatif tentang Perubahan Sosial dalam Konsumsi Digital Rahma Aldila, Aulia; Nisa Sifana, Dea; Andini, Galuh; Putra, Purwanto; Riza Faizal, Ahmad; Zaimasuri
Jurnal Ilmu Komunikasi Dan Sosial Politik Vol. 2 No. 4 (2025): April - Juni
Publisher : CV. ITTC INDONESIA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62379/jiksp.v2i4.2559

Abstract

Perkembangan teknologi digital telah mengubah pola konsumsi dan gaya hidup anak muda, terutama melalui e-commerce dan digital payment. Digitalisasi transaksi memberikan kemudahan akses, efisiensi waktu, serta berbagai promosi menarik yang mendorong peralihan dari belanja konvensional ke belanja digital. Kemudahan ini menjadikan e-commerce dan pembayaran digital sebagai bagian tak terpisahkan dalam kehidupan sehari-hari anak muda. Namun, perubahan ini juga membawa tantangan sosial, ekonomi, dan budaya, seperti meningkatnya konsumsi impulsif, perubahan pola interaksi sosial, dan pergeseran nilai dalam mengelola keuangan. Oleh karena itu, penelitian ini bertujuan untuk menganalisis bagaimana e-commerce dan digital payment mempengaruhi pola konsumsi anak muda di Bandar Lampung, faktor-faktor yang mendorong pergeseran ini, serta dampaknya terhadap pengelolaan keuangan, interaksi sosial, dan nilai budaya. Penelitian ini menggunakan metode kualitatif dengan teknik pengumpulan data berupa wawancara mendalam, observasi partisipatif, dan analisis literatur. Subjek penelitian adalah anak muda berusia 18 hingga 25 tahun yang aktif menggunakan e-commerce dan digital payment di Bandar Lampung. Dengan memahami pola konsumsi digital ini, penelitian ini diharapkan dapat memberikan wawasan mengenai tren konsumsi generasi muda dan implikasinya dalam era digital, serta menjadi referensi bagi individu maupun pihak terkait dalam menyusun strategi yang relevan dengan perkembangan digitalisasi.
Co-Authors Alifah, Amalia Nur Dermawan, Dwi Bagus Nisa Sifana, Dea Purwaningrum, Alfi Putra, Purwanto Rahma Aldila, Aulia Riza Faizal, Ahmad Zaimasuri