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All Journal IAES International Journal of Artificial Intelligence (IJ-AI) JUSTITIA JURNAL HUKUM Jurnal SOLMA JURNAL TEKNIK INFORMATIKA DAN SISTEM INFORMASI Jurnal Nasional Pendidikan Teknik Informatika (JANAPATI) Kontribusia : Research Dissemination for Community Development GUYUB: Journal of Community Engagement International Journal Of Computer, Network Security and Information System (IJCONSIST) Masyarakat Mandiri: Jurnal Pengabdian Dan Pembangunan Lokal Sinergi Aksi Nyata Cendekia
Muhammad Reza Pahlawan
Universtas Pembangunan Nasional Veteran Jawa Timur
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Explainable Artificial Intelligence sebagai Alat Analisis Strategis dalam Keputusan Pemasaran Bank Pahlawan, Muhammad Reza
JATISI Vol 12 No 4 (2025): JATISI (Jurnal Teknik Informatika dan Sistem Informasi)
Publisher : Universitas Multi Data Palembang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35957/jatisi.v12i4.13657

Abstract

Deposits serve as the primary source of funding for banks and play a crucial role in determining their ability to extend loans. Therefore, banks must ensure that deposit levels remain stable, one of which can be achieved by increasing customer interest through effective marketing strategies. Telemarketing is considered an important channel for promoting the deposit program. Predictive analysis was believed can enhance and optimize marketing strategies. Previous studies have predominantly focused on improving accuracy metrics without emphasizing their interpretability. This study aims to develop a machine learning model that employs appropriate evaluation metrics while also providing insights into the factors influencing customers' decisions to make deposits. Several machine learning algorithms are applied in this research, including Decision Tree, Random Forest, and XGBoost. Experimental results indicate that the XGBoost algorithm combined with a random undersampling approach achieved the best performance with a recall score of 67% and an accuracy of 94% in predicting uninterested customers. Additionally, SHAP value analysis is utilized to identify the contribution level of each variable to customers’ deposit decisions. The interpretation results suggest that banks should pay attention to the choice of communication media, the appropriate timing for contacting customers, and the amount of balance owned by each customer.
Co-Authors Addien Haniefardy Adinda Ayudyah Rachmawati Ahmad Muklason Ahmad Naufal Ajizah, Imroatul Angga Lisdiyanto Ardha Perwiradewa Azizah, Nabila Wafiqotul Bagus Tri Handoko Eko Mulyanto Yuniarno Faisal Muttaqin Faizal Mahananto Feby Artwodini Muqtadiroh Imroatul Ajizah Juwita Sari Lilis Ardini Ludia Rosema Dewi Mauridhi Hery Purnomo Mildawati, Titik Mohammad Al Hafidz Nur Aini Rakhmawati Olive Khoirul Lukluil Maknun Al Faishol Rachmad Abdullah Rafika Rahmawati Raras Tyasnurita respatia, wimba Retno A. Vinarti Riksakomara, Edwin Riris Diana Rachmayanti Supeno Mardi Susiki Nugroho, Supeno Mardi Suwitho, Suwitho Tsuyoshi Usagawa, Tsuyoshi ulfah setia iswara, ulfah setia Vinza Hedi Satria Wimba Respatia Yahya Yahya