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All Journal Jurnal Reviu Akuntansi dan Keuangan Cakrawala Pendidikan Jurnal Natapraja : Kajian Ilmu Administrasi Negara JAS (Journal of ASEAN Studies) Jurnal Titra Indonesian Journal of Business and Entrepreneurship (IJBE) Al-Ta'dib: Jurnal Kajian Ilmu Kependidikan Jurnal Organisasi Dan Manajemen International Journal of Technology And Business Al Qalam: Jurnal Ilmiah Keagamaan dan Kemasyarakatan Jurnal MoZaiK STI Policy and Management Journal Pharmaceutical Journal of Indonesia TEMALI : Jurnal Pembangunan Sosial Jusikom: Jurnal Sistem Informasi Ilmu Komputer Jurnal Sistem Teknik Industri JPSI (Journal of Public Sector Innovations) EDUTEC : Journal of Education And Technology Prosiding National Conference for Community Service Project JTIK (Jurnal Teknik Informatika Kaputama) Jurnal Pengabdian kepada Masyarakat Nusantara Hubungan Tingkat Pengetahuan Petugas Pengelola Obat dengan Tingkat Ketersediaan Obat Di Puskesmas Kota Malang Zaaken: Journal of Civil and Business Law Jurnal Media Ekonomi Jurnal Alwatzikhoebillah : Kajian Islam, Pendidikan, Ekonomi, Humaniora Lumbung Inovasi: Jurnal Pengabdian Kepada Masyarakat Community Education Engagement Journal HOAQ (High Education of Organization Archive Quality) : Jurnal Teknologi Informasi BISNIS & BIROKRASI: Jurnal Ilmu Administrasi dan Organisasi Jurnal Pengabdian Olahraga Masyarakat International Journal of Social Service and Research Jurnal Ilmu Manajemen Advantage International Journal of Science and Society (IJSOC) Algoritme Jurnal Mahasiswa Teknik Informatika Journal Research of Social Science, Economics, and Management Eduvest - Journal of Universal Studies Jurnal Keperawatan Profesional (KEPO) Enrichment: Journal of Multidisciplinary Research and Development IIJSE Jurnal Mitra Teknik Industri Journal Health of Education Asian Journal of Social and Humanities
Chandra Wijaya
1). Radioisotope and Radiopharmaceutical Center, BATAN, Serpong. 2). Faculty of Pharmacy, University of Pancasila, Jakarta.
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PENERAPAN CLUSTERING K-MEANS UNTUK SEGMENTASI PELANGGAN PADA BISNIS RETAIL: APPLICATION OF K-MEANS CLUSTERING FOR CUSTOMER SEGMENTATION IN RETAIL BUSINESSES Fahsya, Lucky Chairul; Wijaya, Chandra; Bintang, Firsta Maha; Mulyono, Justine James; Ramadhan, Fitrah; Amsury, Fachri
HOAQ (High Education of Organization Archive Quality) : Jurnal Teknologi Informasi Vol. 17 No. 1 (2026): Jurnal HOAQ - Teknologi Informasi
Publisher : STIKOM Uyelindo Kupang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.52972/hoaq.vol17no1.p38-52

Abstract

Perkembangan bisnis retail online yang semakin pesat menuntut perusahaan untuk memahami perilaku pelanggan secara lebih mendalam agar dapat merancang strategi pemasaran yang efektif. Penelitian ini bertujuan untuk melakukan segmentasi pelanggan berdasarkan pola transaksi dengan menggunakan metode K-Means Clustering. Data yang digunakan merupakan data sekunder dari Online Retail Dataset yang diperoleh melalui UCI Machine Learning Repository, yang berisi catatan transaksi 4.338 pelanggan dari sebuah toko online di Inggris. Tahapan penelitian meliputi data preprocessing, pembentukan variabel Recency, Frequency, Monetary (RFM), standarisasi data, dan penerapan algoritma K-Means dengan jumlah cluster (k) = 3. Hasil penelitian menunjukkan bahwa pelanggan terbagi ke dalam tiga kelompok utama: pelanggan loyal (0,3%), potensial (74,8%), dan pasif (24,9%). Validitas clustering dikonfirmasi melalui tiga metrik evaluasi dengan Silhouette Score 0,602, Davies-Bouldin Index 0,756, dan Calinski-Harabasz Score 3.124,58. Cluster loyal berkontribusi 18,4% dari total revenue meskipun hanya 0,3% populasi. Penerapan metode K-Means terbukti efektif dalam mengidentifikasi pola perilaku pelanggan yang dapat dimanfaatkan untuk menentukan strategi retensi dan promosi yang lebih tepat sasaran.   The rapid growth of online retail businesses requires companies to deeply understand customer behavior in order to design effective marketing strategies. This study aims to perform customer segmentation based on transactional patterns using the K-Means Clustering method. The dataset used is secondary data obtained from the Online Retail Dataset available in the UCI Machine Learning Repository, containing transaction records of 4,338 customers from a UK-based online store. The research stages include data preprocessing, construction of Recency, Frequency, Monetary (RFM) variables, data standardization, and implementation of the K-Means algorithm with the number of clusters (k) set to three. The results show that customers are grouped into three main segments: loyal customers (0.3%), potential customers (74.8%), and passive customers (24.9%). Clustering validity is confirmed through three evaluation metrics with Silhouette Score of 0.602, Davies-Bouldin Index of 0.756, and Calinski-Harabasz Score of 3,124.58. The loyal cluster contributes 18.4% of total revenue despite representing only 0.3% of the population. The application of the K-Means method proves effective in identifying customer behavior patterns that support management in developing more targeted retention and promotional strategies.
Co-Authors Adi Luthfi, Bagus Adianto Agatha, Septian Agung Firman Sampurna Agus, Imaludin ainaya asmaralda, zahara Alpen, Joni Alyauma Hajjah Amalia Amalia Aminuyati Andreo Wahyudi Atmoko Apriani, Leni Aprillia, Dewinta Arkanuddin, Mohammad Fahmi Asfahani, Moh Basarudin Asido, Elpri Ayuningtiyas, Vallendiah Bernardus Yuliarto Nugroho Bima E, Fikral Bintang, Firsta Maha Budi Yulianto Budimayansah, Bambang Lestrika Candy Candy Cendana, Colleen Daniel Daniel Dergibson Siagian Diah Anggraeni Jatraningrum Drahen Soeling, Pantius Dwinanti, Pratiwi Ernestine, Ernestine Fachri Amsury Fahmi, Mohammad Irfan Fahmi Fahsya, Lucky Chairul Fatmawati, Any Fatmawati, Fatmawati Fauzi Akbar Maulana Hutabarat Febrina Dafit, Febrina Fellyanto, Fellyanto Fibria Indriati Fitria . Gunadi Gan Gustiana, Rachmat Hafiz Irsyad Harisanti, Baiq Muli Hartrisari Hardjomidjojo Heryati, Neneng Husin, Saleh Hutabarat, Fauzi A. M. I Wayan Sukania Iman Firmansyah Indriyati Indriyati Irwan Budiman Jatra, Rices Johny Budiman Joni Emirzon Juliana, Eva Justin, Justin Kadir, Sitti Fatimah Khayrunnisa, Fauzia Maurizka Kuklin , Nikita Lahadalia, Bahlil Laksamana, Patria Lastiwi, Danarsiwi Tri Lely Hiryanto Lina Miftahul Jannah Lita Sari Barus M. Syamsul Maarif Margareta, Serlen Mayasari Mayasari, Mayasari Mayviana, Vivin Meiliana, Evita Meriyani, Susi Moh. Yahya Obaid, Moh. Yahya Moron, Maria Selvi MUHAMMAD TAUFIK Mulyono, Justine James Nazara, Elsa Neliwati Nina Mariana, Nina Nuryanto, Adi Nyoman Sutapa Octavianus Octavianus, Octavianus Okti Sri Purwanti Panca, Billy Susanto Permana, Anggit Jati Pradana, Aditya Wisnu Putri, Luckyta Anisti Ramadhan, Fitrah Rozali, Ahmad Saha Ghafur, A. Hanief Said Kelana Asnawi Saidil Mursali Salam Fadillah Alzah Samawati Saleh, Putu Santonius, celvin Saputra, Rian Amanda Saripudin Saripudin Sasono, Tusi Seva, Kristining SIGA, WILLFRIDUS DEMETRIUS Silalahi, Hadriani Uli Tiur Ida Silvia Monica sirait, asnita Siregar, Andi Suhendra Sisilia, Desy Siti Aisyah Soeling, Pantius Drahen Solly Aryza Subroto, Athor Suharyanto Syafrida, Yuni Tampubolon, Jusra Taufiqurrahman Taufiqurrahman Teguh Dartanto Teguh Sarry Hartono, Teguh Sarry Tri Hastuti Umanto, Umanto Utami, Diah Setia Utami, Septiana Dwi Variani, Joanna Rika Virginia, Tesalonika Widiantari, Aninda Dinar Wijang Widhiarso Wijaya, Surya Oto Wirya, Wirya Yeni Yonata Laia Yunita, Risna Zakir Machmud, T.M.