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Journal : Journal of Innovative and Creativity

Segmentasi Konsumen Zero Waste Menggunakan Metode Gaussian Mixture Model dan Fuzzy C-Means Berdasarkan Preferensi dan Perilaku Pembelian Ni Luh Putu Ika Candrawengi; I Gusti Ngurah Putu Dharmayasa; I Gede Fery Surya Tapa; Anak Agung Sagung Istri Ratu
Journal of Innovative and Creativity Vol. 5 No. 2 (2025)
Publisher : Fakultas Ilmu Pendidikan Universitas Pahlawan Tuanku Tambusai

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/joecy.v5i2.1319

Abstract

The increasing concern for the environmental problems has led to the growth of zero-waste stores as a form of sustainable consumption. This study aims to identify consumer segmentation in zero waste stores in North Kuta, Bali, based on preferences and purchasing behavior. Data was gathered through reliable and valid questionnaires involving 80 respondents who had shopped at three zero waste stores. The analysis was conducted using GMM (Gaussian Mixture Model) and FCM (Fuzzy C-Means) algorithms, with evaluation using silhouette coefficient and ICD Rate. The results showed that GMM was more optimal in forming homogeneous clusters (ICD Rate: 0.715). Three main clusters were identified: Eco-Engaged Advocates (respondents who are loyal and environmentally conscious), Value-Conscious Supporters (respondents who focus on product value), and Occasional Shoppers (pragmatic respondents who are responsive to promotions). The findings provide strategic implications for businesses in developing a more adaptive and data-driven marketing approach.
Co-Authors Agus Ariana, I Komang Anak Agung Sagung Istri Ratu Anggreni, Ni Luh Jaya Ariawan, Putu Aris Sanjaya, Ketut Bagus Astrawan , I Kadek Angga Budi Budiarnaya, Putu Candrawengi, Ni Luh Putu Ika Carolina Susana Putri Nahak Danuarta, Maulana Ari Dayanti, Made Ari Riska Decky Cipta Indrashwara Dewa Ayu Putu Adhiya Garini Putri Dewa Ayu Trisna Adhiswari Wedagama Garini Putri, Dewa Ayu Putu Hampur, Oktavianus Handayani, Ni Made Risma Harefa, Pandu Sambuaga I Gusti Agung Ananda Putra I Gusti Ngurah Putu Dharmayasa I Ketut Sutapa I Komang Suta Wijaya I Nengah Darma Susila I Nengah Darma Susila, I Nengah Darma I Nyoman Gede Arya Diatmika I Nyoman Indra Kumara I Putu Kresna Suputra I PUTU PRANA WIRAATMAJA, I PUTU PRANA I Wayan Muka Ida Bagus Wirahaji Indrashawara, Decky Cipta Indrawan, I Made Adi Kenny Christovorus Manek Komang Irvan Komang Sri Widiantari Liemena, Made Prema Putri Luh Putu Merta Karunia Putri Made Mulyadi Made Novia Indriani Mahaswari, Ida Ayu Mirah Melati Budi Srikandi Ni Komang Ayu Trisna Devi Ni Luh Putu Ika Candrawengi Nuraga, Ketut Pancane, I Wayan Dikse Prakasa, I Made Panji Tirta Predana, Made Aryatirta Putra, I Ketut Anzas Dwi Anggara Putra, I Made Pratista Dwi Putri, Luh Putu Merta Karunia Putu Ariawan Putu Ariawan Putu Dyah Permatha Korry Putu Indah Dianti Putri Ratih Suwarningsih, Ketut Ayu Re Dream JS Jacko Remses Sutasoma, I Wayan Gde Wisudana, I Made wiwid, Dea Anasthasya Yasa, P. Adi Yuliadewi, Ni Putu Ary Yuliandewi, Ni Wayan Zainordin, Nadzirah