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Journal : Bulletin of Network Engineer and Informatics (BUFNETS)

SEGMENTATION OF SUPERBANK APPLICATION USER CHARACTERISTICS USING K-MEANS CLUSTERING Pandu Wynalda, Romi; Setiawan, Rudi
Bulletin of Network Engineer and Informatics Vol. 4 No. 1 (2026): BUFNETS (Bulletin of Network Engineer and Informatics) April - September 2026
Publisher : PT. GWEX NET PUBLISHER

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59688/722834

Abstract

This study aims to identify the segmentation of Superbank user behavior based on application usage patterns and their relationship with onboarding channels. The research was conducted using a data analytics approach using the K-Means clustering method on user behavior data, which includes logins month, transactions month, feature usage and onboarding source. The results showed that the grouping of users resulted in three main clusters that were aligned with the onboarding channel, namely OVO, Grab, and Superbank App. The user clusters of the Superbank App showed the highest level of activity, characterized by a greater frequency of logins, higher transaction intensity, and wider exploration of features. Grab's user cluster is at moderate usage and shows potential to be improved through a phased engagement strategy. Meanwhile, the user cluster of OVO tends to have low login frequency, more transactional usage patterns, and limited feature exploration. These findings suggest that onboarding channels not only serve as user acquisition pathways, but also relate to post-acquisition behavior in app usage. Thus, the results of clustering can be used as the basis for developing a more targeted business strategy, especially in efforts to retain users, activate features, and increase engagement according to the characteristics of each channel.
Co-Authors . Apriansyah Adi Pamungkas Agustiany, Fifin Arifiani Aisyah Rahmawati Alamri, Sazili Mustofa Alfarabi, Affan Alinda, Dita Suci Amani, Risca Andika, Hendi Andreas N, R Djoko Anggraeni, Ellya ANGGRAENI, RENI Ani Haryani, Ani Annas Alkhowarizmi Aprianti, Penti Arif Setiawan , Andi Aris Wahyu Murdiyanto Aritonang, Sovian Aryani, Wiwik Dyah Arzi, Yudha Hamdi Asep Ahmad Sopandi Asnani Asnani Aulia Safitri, Aulia Azdy, Rezania Agramanist Azzahra, Haliza Badriatin, Tine Bartolomeus Samho Bartoven Vivit Nurdin Beni, Muhammad Bernard Dehaan, Yeovan Naufal Capah, Agitha Casanova Chairunnisa, Devina Azzahra Chatarina Umbul Wahyuni Cristofer, Fernando Daulay, Okky Freeza Dede Hertina Dedet Erawati Denis Pramudia Putra Dermawijaya, Boyke Iskandarsyah Dewi Utami Dewi, Fitria Dewi, Manda Iska Dwi Budi Santoso Eddy, Syaiful Elsa Efrina Elvi Yenie, Elvi Embunsari, Nur Enggar Alfianto Erdyvania Apritrycia Etty Puji Lestari Fahruzi, Akhmad Faisal, Amir Fatmawati, Fatmawati Fitria, Suci Gifari, Muhammad W. Grahita Kusumastuti, Grahita Hadia Sukma, Yoga Hakim Santoso, Abdul Hamada Zein Handayani, Kiki Yuli Hardi, Rahmat Sulhan Hari Agus Sujono Hartono, Ahmat Dwi Hayatou Oumarou Heri Sutanto Herninda, Amalia Revy Hong, Lim Zhen I Ketut Sutapa Ida Zahrina Imam, Asep Indiriani, Dini Irawan, Ghani Rafif Irwansyah, Defi Iskandar Mirza Istiqomah, Hilmi Aulia Jamaluddin, Bahman Janizal jannah, lailatul Jarwinda, Jarwinda Jayawarsa, A.A. Ketut Juhana, Riyadi Kadir Parewe, Andi Maulidinnawati Abdul Kamal, Ahmad Syazwan Ahmad Kholida, Putri Kisman, Zainul Komala, Yulia Laksono, Muharram Budi Latipah, Asslia Johar Madi, Madi Maharani, Nabilla Mahdi, Arisul Mansurudin, Mansurudin Margianto, Tofik Marlina Marlina Mashud, Mustain Mega Iswari Miati, Iis Muhammad Nur Ihsan, Muhammad Nur Muhartini Salim Muslimin, Ahmad Novi Mustagfirin Mustagfirin Nabila, Laila Nova Resfita Nugroho, Widianto Nuhan, Hudan Khalish Nur Aida Wassi`atu Sakdiah Nurwijayanti Oktrina, Salma Anindya Oscar Yasunari Pambudi, Wisnu Setyo Pandu Wynalda, Romi Pingki Novita Berliana Prayuda, Peggy Ivana Priyanto, Rachmat Puji Astuti, Nur Rochmah Dyah Purwoko, Agus Putra, Fajri Profesio Putri Kholida Putri, Maulina Adelia Putri, Natasya Armelia Putri, Sherlyana Hardiyandeffi Raditia Fath Kharomatudzaky Rafli Filano Rahmadi, Isnaini Rahmahtrisilvia Rahmahtrisilvia Rahman, Fikri Aulia Rahman, Rabiatul Adawiah Abdul Rahman, Titik Khawa Abdul Rahman, Yusuf A. Rahman, Yusuf Aulia Ramayanti, Rizka Renaldy, Rexsa Resfita, Nova Rio Febrianto Arifendi, Rio Febrianto Riyadl, Ahmad Ronny Durrotun Nasihien, Ronny Durrotun Rosita Wati Rozak, Abd Rumondang, Rumondang Rupiarti, Riski Mini Saadah, Neng Siti Nur Sabar Sabar Sdarmin Sudarmin, Sdarmin Sekar Ambarsari Sujatmiko Putri Sepiah Dwi Cahyani Setiawan, Agung W. Setiawan, Cahya Heru Shamsuddin, Syamimi Siagian, Apriansyah Dharmawan Siburian, Marsudi siregar, umaiyu Siti Khumayah Sparingga, Daniel Sri Ernawati sri sudiarti Sudrajat, Deni Sulistyowati Sulistyowati Sumarmi Sunarno Supriyadi Supriyadi Supriyanto, Adolf Asih Susilo Susilo Sutikno Sutikno Syah, Yogi Darman Syahputra, Ahmad Reynaldi Syahrizal Nasution Syaripudin Syaripudin Thahyo Subroto, Thahyo Triharjanto, Robertus Heru Umar Al Faruq Wahyuningtyas, Amalia Wibowo, Nanang Roni Widodo Widodo, Panut Widodo, Teguh Heri Y. H. Yogaswara, Y. H. YOSAN, R BAGUS Yoseptry, Ricky Yulianti, Wayan Rifa Zaenal Arifin Zulmiyetri Zulmiyetri