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All Journal International Journal of Electrical and Computer Engineering Bulletin of Electrical Engineering and Informatics Journal of Informatics and Computer Science (JINACS) ICONESTH
Ghea Sekar Palupi
Universitas Negeri Surabaya
Arts Humanities Computer Science & IT Dentistry Electrical & Electronics Engineering Mathematics Neuroscience Nursing Public Health Social Sciences Other

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Journal : International Journal of Electrical and Computer Engineering

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Indonesian pharmacy retailer segmentation using recency frequency monetary-location model and ant K-means algorithm Ghea Sekar Palupi; Muhammad Noor Fakhruzzaman
International Journal of Electrical and Computer Engineering (IJECE) Vol 12, No 6: December 2022
Publisher : Institute of Advanced Engineering and Science

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.11591/ijece.v12i6.pp6132-6139

Abstract

We proposed an approach of retailer segmentation using a hybrid swarm intelligence algorithm and recency frequency monetary (RFM)-location model to develop a tailored marketing strategy for a pharmacy industry distribution company. We used sales data and plug it into MATLAB to implement ant clustering algorithm and K-means, then the results were analyzed using RFM-location model to calculate each clusters’ customer lifetime value (CLV). The algorithm generated 13 clusters of retailers based on provided data with a total of 1,138 retailers. Then, using RFM-location, some clusters were combined due to identical characteristics, the final clusters amounted to 8 clusters with unique characteristics. The findings can inform the decision-making process of the company, especially in prioritizing retailer segments and developing a tailored marketing strategy. We used a hybrid algorithm by leveraging the advantage of swarm intelligence and the power of K-means to cluster the retailers, then we further added value to the generated clusters by analyzing it using RFM-location model and CLV. However, location as a variable may not be relevant in smaller countries or developed countries, because the shipping cost may not be a problem.  
Co-Authors Ardhini Warih Utami Aries Dwi Indriyanti Choirotus Sa’adah Muhammad Noor Fakhruzzaman Thinni Nurul Rochmah