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Gusmelia Testiana
Universitas Islam Negeri Raden Fatah Palembang
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Journal : J-Icon : Jurnal Komputer dan Informatika

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IMPLEMENTASI ALGORITMA K-MEANS UNTUK SEGMENTASI PELANGGAN PADA PT. BINTANG MULTI SARANA CABANG TUGUMULYO Mawarni, Herlinda; Testiana, Gusmelia; Dalafranka, Muhammad Leandry
J-Icon : Jurnal Komputer dan Informatika Vol 11 No 2 (2023): Oktober 2023
Publisher : Universitas Nusa Cendana

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35508/jicon.v11i2.12478

Abstract

One of a company's most important assets is its customers. Companies use various methods to retain customers by implementing various strategies, such as PT Bintang Multi Sarana which uses various methods to establish good relationships with customers, such as holding promos and discounts. Companies offer promotional items or discounts by contacting customers by telephone one by one or offering them directly when the customer has finished purchasing the previous item. Offering discounts and promos to all customers is less efficient because it costs a lot of operational costs and time. Therefore, customers at PT Bintang Multi Sarana need to be grouped first to make it easier for the company to determine appropriate services. Apart from that, sales transaction data at PT Bintang Multi Sarana is only processed into monthly reports. In fact, if processed properly, sales transaction data can be used to help determine strategies for retaining customers. The aim of this research is to segment customers to determine customer characteristics. One solution to this problem is to process sales transaction data by utilizing the role of data mining with clustering techniques using the k-means algorithm. The k-means algorithm is a distance-based algorithm that divides data into separate clusters. Based on calculations using k-means, customers are clustered into 3 groups, namely cluster 1 with 742 customers, cluster 2 with 795 customers and cluster 3 with 223 customers. From the results of the customer segmentation analysis, the results show that cluster 1 is a silver segment customer, cluster 2 is a gold segment customer, and cluster 3 is a platinum segment customer. The marketing strategy for the silver segment is by providing price discounts, promotions and advertising on social media, for the gold segment services are provided in the form of reward points or special discounts, while for the platinum segment, this is the provision of attractive prizes or exclusive access to certain products.
Co-Authors Agus Fajar Riany Agustiany Dumeva Putri, Agustiany Dumeva Ahmad Bayu Rinaldo Aisyah Khumairoh Alfina Damayanti Aminullah Imal Alfresi Ari Yanto, Ahmad Firman Arif Total Onesis Atika Zahra Bella Pitriana Milwadi Beni Setiaji Benz, Rendy Al Bubin Florayu Bunbin Florayu, Bunbin Cendi Febriansyah Damayanti, Alfina Darusalam Darusalam Devi Anggraini Dwi Lestari Dwi Mardiana Elhefni Elhefni Elvira Destiansari Eri Gunawan, Catur Evi Fadilah, Evi Fahruddin Fathiyah Nopriani Fenny Purwani Fenny Purwani Fitriyanti, Vina Florayu, Bubin Geri Esmemed Gina Agiyani Haspui Rasasi Hernandes, Veven Hernandes, Veven Hery Widijanto Iin Royani Imamulhakim Syahid Putra Imamulhakim Syahid Putra Indah Hidayanti Irfan Dwi Jaya Irham Falahudin Irham Falahudin Irmalia j-sika Jawasi Jawasi Ketut Tirtayasa Lilis Anderwani M Leandry Dalafranka Mawarni, Herlinda Moh. Ismail Sholeh Muarie, Muhamad Son Muhamad Kadafi, Muhamad Muhammad Isnaini Muhammad Isnaini MUHAMMAD ISNAINI Muhammad Leandry Dalafranka Muhammad Rifqi Perdana Muhammad Son Muarie Muhammad Win Afgani Mushleh, Muhammad Mutiara Jesica Nery, Rieno Septa Nindyya, Ike Septi Pandu Aditya Rachmansyah Rachmansyah Ragil Tri Wahyudi Ramadhan, Muhammad Rafi Retni Paradesa Riani Eka Sari Riany, Agus Fajar Riza Agustiani ROSYIDAH, LAILATUR Ruslan Saputra Safilla, Laurentz Santi, Rusmala Saphira, Regita Cahya Satria, Pandu Sely Septiwi Sri Rahayu Sri Rahayu Syahabiah Syahabiah Syutaridho Syutaridho Tria Gustiningsi Tutut Rahayu Astuti Veven Hernandes Wardani, Ambarsari Kusuma Wijaya, Anton Sukma Yulisa, Ica Dwi