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All Journal MATICS : Jurnal Ilmu Komputer dan Teknologi Informasi (Journal of Computer Science and Information Technology) JURNAL MEDIA INFORMATIKA BUDIDARMA Jurnal Informatika Universitas Pamulang Jurnal Teknologi Sistem Informasi dan Aplikasi Journal on Education Journal of Artificial Intelligence and Innovative Applications (JOAIIA) Jurnal Saintekom : Sains, Teknologi, Komputer dan Manajemen Jurnal Teknologi Sistem Informasi KOMMAS: Jurnal Pengabdian Kepada Masyarakat OKTAL : Jurnal Ilmu Komputer dan Sains Jurnal ilmiah teknologi informasi Asia
Junianto, Mochamad Bagoes Satria
Universitas Terbuka
Astronomy Chemistry Computer Science & IT Control & Systems Engineering Decision Sciences, Operations Research & Management Education Electrical & Electronics Engineering Engineering Social Sciences

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Journal : Jurnal ilmiah teknologi informasi Asia

 1 
Segmentasi persepsi dampak media sosial pada UMKM menggunakan K-Means Putri, Mayang Anglingsari; Trihapningsari, Denisha; Basri, Hasan; Junianto, Mochamad Bagoes Satria; Kusyadi, Irpan
Jurnal Ilmiah Teknologi Informasi Asia Vol 19 No 2 (2025): Volume 19 nomor 2 2025 (8)
Publisher : LP2M Institut Teknologi dan Bisnis ASIA Malang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32815/jitika.v19i2.1188

Abstract

The rapid growth of social media usage has significantly influenced the marketing and development strategies of Micro, Small, and Medium Enterprises (MSMEs). However, there remains a limited understanding of how various users perceive the role of social media in supporting MSME growth. This study aims to segment user perceptions regarding the impact of social media on MSMEs, utilizing the K-Means Clustering method. The research novelty lies in combining perceptual analysis with an unsupervised machine learning technique to discover hidden patterns in public responses. Data were collected through a questionnaire distributed to MSME actors and users of MSME products across Indonesia. The questionnaire includes statements related to the accessibility, promotional effectiveness, and trust-building capability of social media. The clustering results categorize respondents into several perception groups—ranging from highly positive to neutral or skeptical, providing valuable insights for stakeholders and digital marketing strategists in targeting communication and support for MSMEs. This approach offers a data-driven strategy to optimize MSME empowerment through the appropriate use of digital platforms.
Co-Authors Abdoel Kadir Zaelani Agung Setia Budi Ali Djamhuri Derita Qurbani Entis Sutrisna Fajar Agung Nugroho Hasan Basri Hasan Basri Hendri Ardiansyah HENDRI ARDIANSYAH Irpan Kusyadi Mayang Anglingsari Putri, Mayang Anglingsari Minrohayati . Mochamad Iqsal Alfiansyah Monika Juwita Nardiono Nardiono Oky Gustian Resti Amalia Sartika Lina Mulani Syaeful Machfud Teti Desyani Trihapningsari, Denisha Unggul Utan Sufandi