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All Journal JTIM : Jurnal Teknologi Informasi dan Multimedia Journal of Information Systems and Informatics
I Gede Harsemadi
Institute of Technology and Business STIKOM Bali
Computer Science & IT

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Edutech Digital Start-Up Customer Profiling Based on RFM Data Model Using K-Means Clustering Dedy Panji Agustino; I Gede Harsemadi; I Gede Bintang Arya Budaya
Journal of Information System and Informatics Vol 4 No 3 (2022): Journal of Information Systems and Informatics
Publisher : Universitas Bina Darma

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.51519/journalisi.v4i3.322

Abstract

Digital start-up is companies with a high risk because they are still looking for the most fitting business model and the right market. The company's growth is the primary goal of the start-up. As a newly established company, digital start-ups have one challenge, it is the ineffectiveness of the marketing process and strategic schemes in terms of maintaining customer loyalty, the same goes for edutech digital start-ups. Ineffective and inefficient plans can waste resources. Hence, a method is needed to find out the optimal solution to understanding the customer characteristic. Business Intelligence is needed, with the customer profiling process using transaction data based on the RFM (Retency, Frequency, Monetary) model using the K-Means algorithm. In this study, the transaction data comes from an education platform digital start-up assisted by the STIKOM Bali business incubator. Based on three metrics, namely the Elbow Method, Silhouette Scores, and Davis Bouldin Index, transaction data for sales retency, sales frequency, and sales monetary can be analyzed and can find the optimal solution. For this case, K = 2 is the optimum cluster solution, where the first cluster is the customer who needs more engagement, and the second cluster is the best customer
Klasterisasi Pelanggan Tenant Inkubator Bisnis STIKOM Bali Untuk Strategi Manajemen Relasi Dengan Menggunakan Fuzzy C-Means I Gede Harsemadi; Dedy Panji Agustino; I Gede Bintang Arya Budaya
JTIM : Jurnal Teknologi Informasi dan Multimedia Vol 4 No 4 (2023): February
Publisher : Puslitbang Sekawan Institute Nusa Tenggara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35746/jtim.v4i4.293

Abstract

Business Incubator is an institution that assists start-up businesses as their tenants that are still newly established or are growing. The main goal of a business incubator is to explore the most appropriate ways of assistance for tenants, from the process of starting a business, developing a business, and scaling up a business so that tenants can succeed in their business. Based on existing assistance data and the results of interviews with managers of the STIKOM Bali business incubator, one of the challenges for tenants is the ineffectiveness of the marketing process and strategic schemes in terms of maintaining customer loyalty. Ineffective and efficient plans can result in wasted use of resources. The customer relationship management (CRM) strategy can be applied by tenants as the solution, but the basis is that tenants need to know how to find out the right treatment for customers. So a strategy is needed to find out the characteristics of customers. In this case, it is done by using a business intelligence approach through customer clustering using fuzzy c-means. The dataset comes from the transaction of one of the tenants who is engaged in education technology. Based on values of the fuzzy partition coefficient (FCP) for the scenarios from clusters 2 to 10, it was found that 7 is the most optimal number of clusters (customer category) with the highest FCP value = 0.793. The main strategy that can be implemented based on tenant business for CRM is the pricing of subscription and engagement packages to customers regarding the information on both recently released and upcoming learning content.
Co-Authors Dedy Panji Agustino Dedy Panji Agustino I Gede Bintang Arya Budaya I Gede Bintang Arya Budaya