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All Journal Nursing News : Jurnal Ilmiah Keperawatan Jurnal Kreativitas PKM YUME : Journal of Management Portal: Jurnal Teknik Sipil Puteri Hijau : Jurnal Pendidikan Sejarah Jurnal Penelitian dan Pengkajian Ilmu Pendidikan: e-Saintika JPMI (Jurnal Pembelajaran Matematika Inovatif) Jurnal Pengabdian Masyarakat Teknik Ethical Lingua: Journal of Language Teaching and Literature Journal of Computer Networks, Architecture and High Performance Computing Mitra Raflesia (Journal of Health Science) Jurnal AlphaEuclidEdu MAHESA : Malahayati Health Student Journal Khidmatul Ummah: Jurnal Pengabdian Kepada Masyarakat Jurnal Pendidikan Teknik Bangunan Informatics and Enginering Dedication SEUNEUBOK LADA: Jurnal ilmu-ilmu Sejarah, Sosial, Budaya dan Kependidikan SINTHOP: Media Kajian Pendidikan, Agama, Sosial dan Budaya MDP Student Conference Lontara Journal Of Health Science And Technology Mars: Jurnal Teknik Mesin, Industri, Elektro dan Ilmu Komputer Jurnal Abdimas Kesehatan Jurnal Generasi Tarbiyah: Jurnal Pendidikan Islam
Mardiani Mardiani
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Religion Arts Humanities Chemistry Civil Engineering, Building, Construction & Architecture Computer Science & IT Decision Sciences, Operations Research & Management Dentistry Economics, Econometrics & Finance Education Electrical & Electronics Engineering Engineering Environmental Science Health Professions Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Mathematics Medicine & Pharmacology Nursing Physics Public Health Social Sciences Transportation Other

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ANALYSIS OF SEGMENTATION AND CLIENT TARGET MARKET BUSINESS DECISIONS IN CONSTRUCTION SERVICE COMPANY USING K-MEANS AND DECISION TREE ALGORITHMS : CASE STUDY AT CV JOWON SOLUSINDO Setia, Wondho; Mardiani, Mardiani
Journal of Computer Networks, Architecture and High Performance Computing Vol. 8 No. 2 (2026): Research Paper April 2026
Publisher : Information Technology and Science (ITScience)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47709/cnahpc.v8i2.7942

Abstract

High competition in the construction service industry requires companies to adopt efficient marketing strategies to reduce Customer Acquisition Costs (CAC). CV Jowon Solusindo faces challenges regarding marketing inefficiency due to the implementation of a one size fits all strategy and a high number of unconverted leads (Lost Prospects). This study aims to classify customer characteristics and discover decision rules to formulate personalized marketing strategies. This research employs a quantitative approach with Data Mining methods based on the CRISP-DM framework. The dataset consists of 576 historical transaction records that have undergone data cleaning processes. The method used is a hybrid approach, combining the K-Means Clustering algorithm for customer segmentation and the Decision Tree (C4.5) for rule pattern extraction. The results indicate that the K-Means algorithm with k=3 successfully mapped customers into three distinctive segments, Young Emerging Clients (Average age 33 years with the highest project value), Established Senior Clients (Average age 54 years with stable frequency), and Lost Prospects (Average age 42 years with the lowest offer value). The Decision Tree analysis yielded an accuracy of 67% and identified Age as the primary determinant factor with a split point at 43.5 years. Based on these findings, it is recommended to differentiate marketing strategies into digital visual approaches for customers under 43.5 years and personal approaches for those above that age, as well as pricing strategy adjustments to minimize failure in the Lost Prospects segment.
Co-Authors Agung Riyadi Ahmad Yani T Akrajas Ali Umar Annisa R Arent, Ease Asrinia Desilia Bong, Adryanto Wisesa Buston, Erni Chandra Dinata Chendana, Nicholas Ignatius Corry, Corry Dafid Dafid Darma, Dimas Dewa Dedy Suryadi Dien Novita Dina, Risma Djaswadi Dasuki Dona Fitriawan Farisi, Ahmad Fitriansyah, Yudi Fransiska Prihatini Sihotang, Fransiska Halini - Hapsari, Alya Sekar Hariadi, Efrizon Harianja, Tuangkus Hendry, Tivelin Herwan Dermawan Husni Husni Indah Indah istiqomah istiqomah Jovita, Neysa Kheli Fitria Annuril Marjoni Imamora Ali Umar Mawarnis, Elvy Rahmi Meisy Meisy Muhammad Fachri Muhammad Ferdiansyah, Muhammad Nafriza, Elsa Napitu, Hasian Napitu, Ulung Nasution, Ade Mey Lisca Nur Elly Nur Jannah Nur Rachmat Octaria, Orissa Odih Supratman Pardosi, Sariman Pibriana, Desi Ridha Mardiani Rina Marina Masri, Rina Marina Rizani Teguh rusbandi rusbandi, rusbandi Sahran, Sahran Sari, Dewi Tarita Sarita, Rezeki Oktari Sasabone, Luana Septiyanti, Septiyanti Setia, Wondho Sinurat, Anggiat Siti Nurasiyah, Siti Stevanus, Andry Sudiadi, Sudiadi Sugiatno Sugiatno Sujarwo Sujarwo Sukmawati Sukmawati Sutrisno Sutrisno Syam, Nur Ina Syam Tineke Wolok Widia Lestari Wijaya, Andra Saferi Winata, Praja Yasmin, Nuramalia Yoga Wahyu Pratama Yuriatson, Yuriatson Yusuf, Rakhmat