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All Journal Jurnal Komunikasi Profesional DIALEKTIKA International Journal Software Engineering and Computer Science (IJSECS) Jurnal Dialog Jurnal SOSPOL
Dudi Yudhakusuma
Program Studi Ilmu Komunikasi, Fakultas Ilmu Sosial Dan Ilmu Politik, Universitas Langlangbuana
Arts Humanities Computer Science & IT Environmental Science Languange, Linguistic, Communication & Media Library & Information Science Social Sciences

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Personalized Marketing Strategy in Digital Business Using Data Mining Approach Yusnidar, Yusnidar; Dudi Yudhakusuma; Sari, Fitriya
International Journal Software Engineering and Computer Science (IJSECS) Vol. 3 No. 2 (2023): AUGUST 2023
Publisher : Lembaga Komunitas Informasi Teknologi Aceh (KITA)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35870/ijsecs.v3i2.1515

Abstract

The integration of personalized marketing strategies and data mining techniques in the realm of digital business has garnered significant attention in recent years. This study employs a mixed-methods approach to explore the dynamics between personalized marketing and data mining, specifically investigating customer perceptions and behavior in the Lhokseumawe and Cirebon regions. Through in-depth interviews, 80 respondents' views on personalized marketing were analyzed, highlighting both positive sentiments regarding tailored campaigns and concerns over data privacy. Furthermore, quantitative analysis was conducted using data from platforms such as WhatsApp, Instagram, TikTok, and Shopee Ecommerce. This revealed distinct customer segments, yielded improved product recommendations, and uncovered interesting purchasing patterns. The results emphasize the importance of striking a balance between personalization benefits and privacy protection. By harnessing the insights provided by data mining, businesses can enhance customer engagement and satisfaction, ultimately navigating the dynamic digital landscape more effectively. This study contributes practical implications and strategic insights for businesses seeking to optimize their digital marketing strategies.
Co-Authors Asep Dion Nugraha Rachmatuloh Azhari Rahmat Baihaki, Eki Dany Herdiansyah Dea Asteri Fenita Dila Erlianti Dila Erlianti Dina Alamianti Dina Novera Sipayung Fitriya Sari Handra Masake Hendriarto, Prasetyono Ignasius Bahi Kamil, Indriyati Lukman Samboteng & Rulinawaty Kasmad Lusiana Muhasan Lusy Mukhlisiana Munggaran, Nantia Rena Dewi Prasetyono Hendriarto Rini Fitria Rini Fitria Risma Dianti Rulinawaty Slamet Parsono Soni Gunawan Somali Titi Sukaesih Vini Damayanti Yusnidar Yusnidar