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Journal : EDUMATIC: Jurnal Pendidikan Informatika

Segmentasi Pelanggan Menggunakan Kerangka LRFMV dan Algoritma K-Means untuk Optimalisasi Strategi Pemasaran Wawagalang, A. Nolly Sandra; Syahrullah, Syahrullah; Ardiyansyah, Rizka; Angreni, Dwi Shinta; Pratama, Septiano Anggun; Nugraha, Deny Wiria
Jurnal Pendidikan Informatika (EDUMATIC) Vol 9 No 2 (2025): Edumatic: Jurnal Pendidikan Informatika
Publisher : Universitas Hamzanwadi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29408/edumatic.v9i2.31025

Abstract

In this competitive digital era, customer behavior is key to maintaining loyalty and increasing profitability. This study aims to implement customer segmentation using the Length, Recency, Frequency, Monetary, Volume (LRFMV) approach and the K-Means algorithm to identify customer behavior characteristics and determine high-value segments. The combination of these five dimensions has rarely been used in previous studies, thus providing a new contribution to data-based customer behavior analysis. This study adopts an exploratory descriptive quantitative approach. The data used consists of 2,098 transactions from 452 customers, sourced from a public GitHub dataset. The data analysis process includes preprocessing, determining LRFMV values, and segmentation using K-Means Clustering. The Silhouette Coefficient is used to evaluate cluster quality and determine the optimal number of clusters. The results show that the best configuration is obtained at k=5 with a Silhouette value of 0.842. The findings show five customer segments with different characteristics and Customer Lifetime Value (CLV) values. Clusters 0 and 2 are categorized as Loyal Customers (L↑R↓F↑M↑V↑) with the highest CLV. Clusters 3 and 1 are Inactive New Customers (L↓R↑F↓M↓V↓) with low contribution. Cluster 4 consists of Inactive Customers (L↓R↓F↓M↓V↓), indicating overall inactivity. These segmentation results are used to develop more targeted strategies, such as loyalty programs or reactivation campaigns, to optimize marketing strategies based on customer value.
Co-Authors A.Y. Erwin Dodu A.Y. Erwin Dodu A.Y. Erwin Dodu Abdul Mahatir Najar Agustinus Kali Ahmad Ilham, Amil Albrecht Yordanus Erwin Dodu Amil Ahmad Ilham Aminuyati Amriana Amriana Amriana Amriana Andani Achmad Andi Hendra Andipa Batara Putra Angraeni, Dwi Shinta Ardiyansyah, Rizka Arief Pratomo Arief, Ardiaty Ar Lamasitudju, Chairunnisa Asminar Asminar Asri Arif Asriani Asriani, Asriani Asrul Sani Ayu Hernita Ayyub, Mohammad Azhar Baso Mukhlis Candriasih, Ni Kadek Chairunnisa Ar. Lamasitudju Chandra, Ferri Rama Dessy Santi Dharmakirti, Dharmakirti Djohari, Riyandi Dwitama Dodu, A. Y. Erwin Dodu, A.Y Erwin Dwi Shinta Angreni Dwi Wijaya, Kadek Agus Dwimanhendra, Muhammad Rifaldi Dwiwijaya, Kadek Agus Erwin Dodu, Albrecht Yordanus Fajriyah, Nurul Fanny Astria, Fanny Hajra Rasmita Ngemba Hamid, Odai Amer Hasanuddin Hasanuddin Ihalauw, Sahron Angelina Imat Rahmat Hidayat Isminarti, Isminarti Jeprianto Rurungan, Jeprianto K. Julianto, K. Kalatiku, Protus P Krisna Rendi Awalludin Luh Putu Ratna Sundari Maharani, Wulan Mery Subito Mohamad Ilyas Abas Mohamad Irfan, Mohamad Muhsin, Abid Narke, I Made Reyvinno Dirga Nouval Trezandy Lapatta Novilia Chandra Paloloang, Muhammad Fairus B. Priska, Salsa Dilah Protus Pieter Kalatiku Putra, Subkhan Dinda Rahma Tanti Rahmah Laila Raivandy, I Made Randhy Rieska Setiawaty Rinianty, Rinianty Rizka Ardiansyah Rizky, Moh Taufiq Ryfial Azhar, Ryfial Septiana, Stevi Septiano Anggun Pratama Setiawan, Dita Widayanti Sri Khaerawati Nur Stevi Septiana Syahrullah Syahrullah Syaiful Hendra Thia Wydia Astuti Wawagalang, A. Nolly Sandra Wirdayanti Wisanti, Widya Yuli Asmi Rahman Yuri Yudhaswana Joefrie Yuri Yudhaswana Joefrie Yusuf Anshori Zulkifli Zulkifli