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All Journal Jurnal Informatika Jurnal Teknoin TELKOMNIKA (Telecommunication Computing Electronics and Control) Jurnal Titra Seminar Nasional Informatika (SEMNASIF) Jurnal Teknik Industri: Jurnal Keilmuan dan Aplikasi Teknik Industri International Journal of Industrial Research and Applied Engineering Jurnal Teknik Informatika (JUTIF) Jurnal Dimensi Insinyur Profesional
Tanti Octavia
Petra Christian University
Computer Science & IT Control & Systems Engineering Electrical & Electronics Engineering Engineering Industrial & Manufacturing Engineering Mechanical Engineering

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Journal : Jurnal Teknik Informatika (JUTIF)

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CUSTOMER LOYALTY SEGMENTATION IN ONLINE STORE USING LRFM AND MLRFM IN COMBINATION WITH RM K-MEANS ALGORITHM Utomo, Angelina Caroline; Handojo, Andreas; Octavia, Tanti
Jurnal Teknik Informatika (Jutif) Vol. 5 No. 2 (2024): JUTIF Volume 5, Number 2, April 2024
Publisher : Informatika, Universitas Jenderal Soedirman

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.52436/1.jutif.2024.5.2.1497

Abstract

The rapid development of online business in recent years has driven Store X to embark on a digital transformation. By the end of 2020, Store X relocate their conventional business to online business. The greatest obstacle and key to success for online business operators, such as Store X, is gaining and retaining consumer loyalty in the face of an increasing number of competitors. Therefore, the company must be able to identify the character (behavior) of its clients to provide appropriate treatment. Each customer's behavior is unique, which means they must all be treated differently. However, all this time, Online Store X has provided the same treatment (as much of a discount) to all its customers due to the lack of information regarding their customers’ characteristics. Therefore, in this study, customers of Online Store X were segmented based on their transactional behavior using online transaction history data from March 2021 to March 2023. Two customer analysis models, LRFM and MLRFM, will be combined with RM K-Means to find the best combination through Silhouette Coefficient values. The optimal number of clusters (k) is then determined using the Elbow Method. The results indicate that the optimal number of clusters for both combinations is K=3, with the combination of MLRFM and RM K-Means is the best combination. The finest combination has a silhouette coefficient value of 0.8609. Based on this combination, it is also known that 2,053 customers in cluster 3 are loyal customers, while 2,339 customers in cluster 1 and 2 are lost customers. The results of this study were also implemented on websites built for X Store using Python programming languages and MySQL databases, making it easier for companies to see data visualization.
Co-Authors , Felecia Achmad Noerkhaerin Putra Agus Susanto Chandra Albert Limantara Albert Sutrisno, Jane Ivana Albertus Arya Mudita, Albertus Arya Aldo Christianto Setiawan Alvin Liman, Alvin Andreas Handojo Andrew Hermawan Angelica, Septiananda Daniel Indarto Prajogo Danny Wijaya Felecia . Felecia Felecia Fernandez, Wenceslaus Reinaldo Gede Agus Widyadana Giovanni Adrian, Giovanni Grace Natalia Gunawan Budi Wijaya Hartono, Gabriele Charity I Gede Agus Widyadana Iwan - Iwan Halim Sahputra Johan Soewanda Joko Yulianto Jonathan Kurnia Anggita Jonathan Wijaya Gunawan, Jonathan Wijaya Joni Cenderakiawan Julius Chang Kevin Effendy Kevin Yapania Claudia, Kevin Yapania Kuncoro, Bernadette Mega Claudia Lesmana, Aditya Lazuardi Lia Magdalena Prabudy Lydia Lydia, Lydia Martin Agusta Naomi Melina Tanutomo Nico Tanaya Octaviona Inge Setiawan Oviliani Yenty Yuliana Pauline Astari Singgih Rebecca Yapilando Resmana Lim Richard Dwinata Saryadi, Richard Dwinata Rinaldi Edo Saputro, Rinaldi Edo Ronald E. Stok Siana Halim Sienera, Farrel Stefan Sonny Sugiarto, Sonny Sovi, Talisha Joelyn Stanley Surya Jaya Stefanie Mariana Linardi, Stefanie Mariana Stephanie Tanojo Thomas Prayogo Utomo, Angelina Caroline Valencia Wijaya Wijaya, Ezra Kenzie Winoto, Desi Yenny Amelia Yulia . Yulia Yulia YULIANI Yunita Kurniawati Sugianto