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All Journal Humanis : Jurnal Pengabdian Kepada Masyarakat Bulletin of Electrical Engineering and Informatics Jaqfi : Jurnal Aqidah dan Filsafat Islam International Journal of Artificial Intelligence Research Jurnal Pengembangan Teknologi Informasi dan Ilmu Komputer NUSANTARA : Jurnal Ilmu Pengetahuan Sosial Jurnal Samudra Ekonomi dan Bisnis Jurnal Bisnis Darmajaya Health Sciences and Pharmacy Journal Jurnal Ilmiah Akuntansi Kesatuan Soeropati: Journal of Community Service Journal of Community Development International Journal of Economics, Business, and Entrepreneurship (IJEBE) TRANSFORMASI : JURNAL PENGABDIAN PADA MASYARAKAT Jurnal Publika Pengabdian Masyarakat Jurnal Ilmiah MEA (Manajemen, Ekonomi, dan Akuntansi) ALWAQFU Jurnal Hukum Ekonomi dan Wakaf Jurnal Pengabdian Masyarakat dan Riset Pendidikan Educommunity Jurnal Pengabdian Masyarakat Jurnal Hukum Keluarga
Saputra, Muhammad
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Religion Arts Humanities Computer Science & IT Control & Systems Engineering Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Electrical & Electronics Engineering Engineering Environmental Science Health Professions Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Mathematics Medicine & Pharmacology Nursing Public Health Social Sciences Other

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Pelatihan Penguatan Kapasitas UMKM dan Pelaku Usaha Pariwisata Kota Bandar Lampung melalui Strategi Pemasaran Digital: Pengabdian Saputra, Muhammad; Fionita, Ita; Carissa, Riri; LisLindawati, LisLindawati; Sari, Novita; Rahayu, Sri
Jurnal Pengabdian Masyarakat dan Riset Pendidikan Vol. 4 No. 3 (2026): Jurnal Pengabdian Masyarakat dan Riset Pendidikan Volume 4 Nomor 3 (Januari 202
Publisher : Lembaga Penelitian dan Pengabdian Masyarakat

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/jerkin.v4i3.4831

Abstract

The development of digital technology and changes in consumer behavior require business actors to adapt through the strategic utilization of digital media. This community service activity aims to strengthen the capacity of micro, small, and medium enterprises (MSMEs) and tourism business actors in Bandar Lampung City in designing and implementing well-planned, market-oriented digital marketing strategies. The implementation method adopts a participatory approach that combines the delivery of conceptual materials, hands-on practice, and mentoring, beginning with the identification of partners’ needs through observation and discussions. The results indicate an improvement in participants’ understanding of digital marketing concepts, content planning, and the selection of appropriate digital channels aligned with business characteristics, accompanied by a shift in mindset from fragmented marketing practices toward more systematic and sustainable marketing strategies. This activity contributes significantly to enhancing the readiness of MSMEs and tourism business actors to compete in the digital era while supporting local economic development and sustainable tourism in Bandar Lampung City.
Analisis Segmentasi Pelanggan Berbasis RFM Menggunakan Possibilistic Fuzzy C-Means (PFCM) Dan Equilibrium K-Means (EKM) Pada PT Travlr Guides Indonesia Saputra, Muhammad; Ratnawati, Dian
Jurnal Pengembangan Teknologi Informasi dan Ilmu Komputer Vol 10 No 01 (2026): Januari 2026
Publisher : Fakultas Ilmu Komputer (FILKOM), Universitas Brawijaya

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Abstract

Persaingan pada industri pariwisata digital menuntut perusahaan untuk memahami perilaku pelanggan secara lebih mendalam. PT Travlr Guides Indonesia saat ini masih menerapkan pendekatan pemasaran yang bersifat umum dan belum memanfaatkan data transaksi pelanggan secara optimal, sehingga berpotensi menyebabkan strategi promosi tidak terarah, tingkat keterlibatan pelanggan rendah, serta kecenderungan pelanggan beralih pada pesaing. Penelitian ini bertujuan untuk melakukan segmentasi pelanggan PT Travlr Guides Indonesia berdasarkan perilaku transaksi berbasis model RFM (Recency, Frequency, dan Monetary) dengan kerangka kerja Knowledge Discovery in Database (KDD). Data yang digunakan berupa data transaksi pelanggan PT Travlr Guides Indonesia melalui platform Thebalibible pada periode Januari 2024 hingga Februari 2025. Hasil penelitian menunjukkan jumlah optimal klaster sebanyak tiga klaster. Algoritma Possibilistic Fuzzy C-Means (PFCM) menghasilkan nilai Silhouette Coefficient (SC) sebesar 0.468 dan Davies-Bouldin Index (DBI) sebesar 0.811. Algoritma Equilibrium K-Means (EKM) menunjukkan kinerja yang lebih baik berdasarkan nilai SC sebesar 0.477 dan DBI sebesar 0.781, sehingga hasil segmentasi algoritma EKM akan digunakan sebagai dasar perumusan rekomendasi strategi pemasaran. Berdasarkan hasil tersebut, terbentuk tiga segmen pelanggan yang meliputi segmen at risk customers, segmen loyal customers, segmen low-value customers.
Co-Authors Andi Desfiandi anggalia wibasuri Az-Zahra, Asih Azwar, Hamid Badri, Rico Elhando Carissa, Riri Dian Ratnawati Emansa Hasri Putra Fadila, Kurnia Fadilah, Nina Faqih, Habib Hidayah, Freni Mega Hikmawati, Rismawati Huda, Irhamul Irfan Ali, Irfan Ita Fionita jamilah, jamilah rizka Lestari, Agustina Lislindawati, Lislindawati Mahdalena, Putri Ayu Muhammad Haikal Satria Muhimmatul ulya, Syilwa Narasi, Iis nasution, zainul aziz Nawang Wulan, Hidayah Nouvan, M. Ahadi Novita Sari Nurdin , Fauji Nurhayati Purwita, Galang Putri, Anandha Sartika Rahmad Efendi Rejeki, Yuliarti Rianda, Rendy Rikiyashi, Afkan Rizadi Sasmita Darwis, Rizadi Sasmita Rosydalina Putri Roziqin, Ahmad Khoirur Rumangkit, Stefanus Salamah, Soviatus Santi, Faurani I SRI RAHAYU Syufian, Syufian Noor Triloka, Joko Turnip, Ibnu Radwan siddik Wahyuningsih, Yusminar wiwied pratiwi, wiwied Zulfikri Zulfikri, Zulfikri