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All Journal Juring (Journal for Research in Mathematics Learning) Pendas : Jurnah Ilmiah Pendidikan Dasar Al-Madrasah: Jurnal Ilmiah Pendidikan Madrasah Ibtidaiyah Jurnal Manajemen Informasi Kesehatan Indonesia (JMIKI) Social, Humanities, and Educational Studies (SHEs): Conference Series Jurnal Sosial Humaniora Sigli Jurnal Sistem Informasi Jurnal Bina Ilmu Cendekia International Journal of Electronics and Communications Systems Salimiya : Jurnal Studi Ilmu Keagamaan Islam Jurnal Cakrawala Ilmiah Nawasena: Jurnal Ilmiah Pariwisata The Scientia Law and Economics Review Jurnal Pengabdian Kolaborasi dan Inovasi IPTEKS Jurnal Pengabdian kepada Masyarakat Journal of Embedded Systems, Security and Intelligent Systems International Journal of Business English and Communication (IJoBEC) Diplomasi : Jurnal Demokrasi, Pemerintahan dan Pemberdayaan Masyarakat Journal of Basication (JOB) : Jurnal Pendidikan Dasar Trigonometri: Jurnal Matematika dan Ilmu Pengetahuan Alam Spiritus: Religious Studies and Education Journal Jurnal Pengabdian kepada Masyarakat Sosial Simbiosis: Jurnal Integrasi Ilmu Sosial dan Politik Jurnal Intelek Dan Cendikiawan Nusantara EDUJAVARE: International Journal of Educational Research Studia Ekonomika Inovasi Sosial: Jurnal Pengabdian Masyarakat EDUSOS: Jurnal Edukasi dan Ilmu Sosial UNM Journal of Technology and Vocational
NUR FADILLAH
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Religion Agriculture, Biological Sciences & Forestry Humanities Biochemistry, Genetics & Molecular Biology Chemical Engineering, Chemistry & Bioengineering Computer Science & IT Economics, Econometrics & Finance Education Electrical & Electronics Engineering Engineering Environmental Science Health Professions Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Mathematics Physics Public Health Social Sciences Other

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Journal : International Journal of Electronics and Communications Systems

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K-Means-Based Behavioral Segmentation of Social Media Users for Digital Communication Analysis in Indonesia Nurhidayat, Nurhidayat; Nur Fadillah; Dilla, Salsa; Syahrul, Syahrul; Surianto, Dewi Fatmarani
International Journal of Electronics and Communications Systems Vol. 5 No. 2 (2025): International Journal of Electronics and Communications System
Publisher : Universitas Islam Negeri Raden Intan Lampung, Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24042/ijecs.v5i2.28749

Abstract

Social media has become a central part of daily life in Indonesia, yet the rapid growth of digital platforms presents challenges in analyzing large, unstructured user data. Responding to this issue, this study aims to cluster the behavioral patterns of Indonesian social media users using the K-Means Clustering algorithm, a data mining technique for unsupervised segmentation. Employing a quantitative approach, data were collected through an online questionnaire from 553 respondents aged 15–80 years. After data cleaning, normalization, and feature encoding, the optimal number of clusters was determined using the Elbow method and Silhouette Coefficient, resulting in two clusters with a Silhouette score of 0.177. Cluster 0 (303 respondents) represents highly interactive multi-platform users active on Instagram, TikTok, and YouTube for 3–6 hours daily, showing strong interest in entertainment and motivational content. Cluster 1 (250 respondents) includes more passive users, mainly on Instagram and TikTok, spending 3–4 hours per day with moderate engagement and a preference for motivational and self-development content. The findings demonstrate that K-Means Clustering effectively maps user behavior based on platform use, content preferences, motivations, and interaction patterns. The implications of these findings suggest that digital communication strategies need to be tailored to the characteristics of each user cluster so that the messages and content conveyed are more effective.
Co-Authors A. Muhammad Idkhan A. Resti Abdul Wahid Adriana Wahyuningsih Ahmad Faisal Ahmad Khotibul Umam Ahmad Syaddad Amanda Hijriani Andi Akram Nur Risal Andi Alviadi Nur Risal Andi Chairil Furqan Andriani, Dini Anton Sabarno Ari Sukawan Arsyi Alifah Asfar, Akbar Berliana Devayanti Brajokson Siokal Chandra Kirana Az-Zahra Cut Mutia Dea Miftahul Jannah Dennis Lorens Depi Fitraini Desy Maryani Dewi Fatmarani Surianto Didik Himmawan Dilla, Salsa Fadillah Ajeng Ningrum Fajar Dwi Prasetya Fauziah Nasution Hafidz Habibulloh Hajar, Andi Harmawan, Violintikha Hayatun Nufus Hilda Zahra Lubis Hilmi Hambali Irawan, I Putu Redy Irda Wahyuni Hasiabuan Iswahyudi Indra Putra Jihan Almahirah Jusni Kansil, Yoo Eka Yana Kurniati Kurniati La Ili Lilik Meilany Melda Yenni Muh. Hasbi Muhammad Aprian Jailani Muhammad Ikyu Arqie Ramadhan Nikmah Utami Dewi Nina Yustina Yasmin Nor Kamisah Nur Ahmad Al Fai’q Nur Ahmad Mu’alafiah Nurdin Brasit Nurfarizha Fazhirawati Nurhidayat Nurhidayat Nurlina Panca Rizky Ayu Ramadhany Pipit Wijayanti Pundung Setia Lesana Putri Mariamulia Utami Rahayu Indrisari Reski Nurhidayah Riksa Histhika Risa Febrianti Rismayanti Rismayanti Rita Noviani Rochadi Setyo Wibowo Sabila Muhlisotin Samnur . Sarea, Muh Syahrul Septina Nur Kusumawati Siti Ruqoiyyah Siti Setiyowati Subakir , Subakir Subhiyanto Sudarman Sudarman Sueba Syahrul Syahrul Wardania Wardania