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All Journal TEKNIK INFORMATIKA Information Technology and Telematics Dinamik Proceeding Fakultas Ekonomi Elkom: Jurnal Elektronika dan Komputer Rekayasa: Jurnal Penerapan Teknologi dan Pembelajaran Jurnal Transformatika Proceeding SENDI_U Jurnal Informatika Upgris Jurnal Informatika Jurnal Sisfokom (Sistem Informasi dan Komputer) INTECOMS: Journal of Information Technology and Computer Science J-SAKTI (Jurnal Sains Komputer dan Informatika) Jurnal Informasi dan Komputer Jurnal Tekno Kompak Jutisi: Jurnal Ilmiah Teknik Informatika dan Sistem Informasi Jurnal Informatika dan Rekayasa Elektronik Community Engagement and Emergence Journal (CEEJ) Dinamika Informatika: Jurnal Ilmiah Teknologi Informasi Jurasik (Jurnal Riset Sistem Informasi dan Teknik Informatika) JURPIKAT (Jurnal Pengabdian Kepada Masyarakat) J-SAKTI (Jurnal Sains Komputer dan Informatika) Jurnal Pengabdian Masyarakat Intimas (Jurnal INTIMAS): Inovasi Teknologi Informasi Dan Komputer Untuk Masyarakat Media Abdimas Pelita: Jurnal Pengabdian kepada Masyarakat
Rina Candra Noor Santi
Universitas Stikubank
Humanities Computer Science & IT Control & Systems Engineering Decision Sciences, Operations Research & Management Dentistry Economics, Econometrics & Finance Education Electrical & Electronics Engineering Energy Engineering Environmental Science Health Professions Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Mathematics Public Health Social Sciences Other

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Perbandingan Kinerja Model Klasifikasi dalam Memprediksi Intensi Pembelian Pengunjung E-Commerce Eniyati, Sri; Noor Santi, Rina Candra; Yulianton, Heribertus; Sunardi, Sunardi; Sulastri, Sulastri; Sugiyamta, Sugiyamta
Dinamik Vol 30 No 2 (2025)
Publisher : Universitas Stikubank

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35315/dinamik.v30i2.10593

Abstract

This study aims to analyze and compare the performance of the Naive Bayes, K-Nearest Neighbors (KNN), and Decision Tree algorithms in predicting the purchase intention of e-commerce visitors using the Online Shoppers Purchasing Intention Dataset, which consists of 12,330 records and 18 variables, with the Revenue variable serving as the classification target. The preprocessing stage involved transforming categorical and boolean variables into numerical form, standardizing features using StandardScaler, and splitting the dataset into 80 percent training data and 20 percent testing data. Model evaluation was conducted using accuracy, precision, recall, F1-score, and ROC-AUC metrics, and was further strengthened by 10-fold cross-validation to obtain more stable results. The findings indicate that KNN achieved the highest accuracy of 0.866180, while Naive Bayes produced the highest recall value of 0.690998 and the highest ROC-AUC value of 0.821696. Meanwhile, Decision Tree demonstrated relatively balanced performance with an accuracy of 0.857259 and an F1-score of 0.571776, whereas the cross-validation results identified KNN as the model with the highest average accuracy of 0.8770. These findings suggest that the selection of a classification model for purchase intention prediction cannot rely solely on a single evaluation metric, as each algorithm possesses different strengths. Therefore, a comparative approach among algorithms can help determine the most suitable model for supporting consumer behavior analysis on e-commerce platforms.
Co-Authors Ahmad Artyanto Saputra Antesia, Tiara Aryaguna, Daffa Budi Hartono Buwana, Aditya Kusuma Dewi Handayani Untari Ningsih Edy Supriyanto Fahlefi, Praditya Felix Andreas Sutanto Felix Andreas Sutanto Hadionod, Kristophorus Hari Murti Heribertus Yulianton Ikhsan, Muhammad Fakhrudin Naufal Imam Husni Al Amin Iwan Noor Saputra Iwan Noor Saputra Jeffrey Christianto Khristma Martha Kristophorus Hadiono Kurniaji, Arba'i Kurniaji, Arba’i Laksono Trisnantoro Muhammad Aldy Fadhli Robby Ningsih, Dewi Handayani .U Novita Mariana Razak, Jeffri Alfa Retna Anggraeni Dwi Rahmana Retnowati Retnowati Retnowati Retnowati S.Pd. M Kes I Ketut Sudiana . Santoso, Apira Nurul Putri Satrio, Galih Sri Eniyati Sri Mulyani Sugiyamta Sugiyamta Sulastri Sulastri Sunardi Sunardi Suto Sugiraharjo syafiatun ihsani luthfiyah Tri Arianto Veronica Lusiana Waluyo, Noviyan Jati Wicaksono, Ahmad Faiq Wijaya, Benny Tri Wismarini, Th Dwiati