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All Journal Jurnal Manajemen Teknologi Journal of Consumer Science E-Dimas: Jurnal Pengabdian kepada Masyarakat Jurnal Ecodemica : Jurnal Ekonomi Manajemen dan Bisnis Jurnal Manajemen Indonesia Journal of Consumer Sciences Kinetik: Game Technology, Information System, Computer Network, Computing, Electronics, and Control Jurnal Mitra Manajemen JURNAL TEKNIK INFORMATIKA DAN SISTEM INFORMASI SEIKO : Journal of Management & Business EQIEN - JURNAL EKONOMI DAN BISNIS Demandia : Jurnal Desain Komunikasi Visual, Manajemen Desain, dan Periklanan BUDGETING : Journal of Business, Management and Accounting International Journal Of Science, Technology & Management (IJSTM) Economics and Digital Business Review Journal of Economics and Business UBS Charity : Jurnal Pengabdian Masyarakat International Journal of Educational Research and Social Sciences (IJERSC) Jurnal Abdi Masyarakat Indonesia Indonesian Journal of Multidisciplinary Science Jurnal Inovasi Masyarakat Jurnal Pengabdian Masyarakat Akademisi Utsaha: Journal of Entrepreneurship Journal of Management, Accounting, General Finance and International Economic Issues (MARGINAL) Jurnal Ilmiah MEA (Manajemen, Ekonomi, dan Akuntansi) eProceedings of Engineering Economics Professional in Action (E-Profit) Jurnal Ekonomi, Teknologi dan Bisnis eProceedings of Management Community Service Seminar and Community Engagement (COSECANT) Journal of Computer Engineering: Progress, Application and Technology Enrichment: Journal of Multidisciplinary Research and Development INTERNATIONAL JOURNAL OF ECONOMICS AND MANAGEMENT REVIEW Journal Integration of Social Studies and Business Development KISA INSTITUE : Journal of Economics, Accounting, Business, Management, Engineering and Society Jesocin : Journal of Jabar Economic Society Networking Forum Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah Jesocin : Journal of Economics, Accounting, Business, Management, Engineering and Society International Journal of Management and Business Applied International Journal of Economics, Business and Innovation Research Journal of Multidisciplinary Academic Business Studies International Journal of Accounting and Management Information Systems
Maya Ariyanti
Universitas Telkom
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Journal : Journal of Consumer Science

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Analysis of Demography, Psychograph and Behavioral Aspects of Telecom Customers Using Predictive Analytics to Increase Voice Package Sales Goenandar, Billy; Ariyanti, Maya
Journal of Consumer Sciences Vol. 6 No. 1 (2021): Journal of Consumer Sciences
Publisher : Department of Family and Consumer Sciences, Faculty of Human Ecology, IPB University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29244/jcs.6.1.1-19

Abstract

In 2018, Telkomsel's core business shifted its main services from Telephone and SMS services to Data and Digital services, since a declining trend of revenue starting 2014. However, telephone service still contributed 28.4% to the revenue and was the second largest, while SMS gave 4.1%. This research predicts voice package buyers using predictive analytics to identify customer profiles and significant variables to form appropriate target customer segmentation. Logistic regression was used to predict customers who would buy voice packages using 15 input variables. Next, analytics was done by dividing the data into 70% training data sets and 30% testing data obtained from customer voice package user data. The model accuracy gained 97.2%, and the top seven significant variables were formed. Then five clusters of customer segmentation were formed based on top significant variables using the K-Means clustering technique. Based on the results of the prediction model and clustering, behavioral targeting was conducted to provide targeted gimmick products based on five segmentations formed, and then it was divided into two main target customers by considering the similarity of behaviors based on revenue voice, minutes of voice usage, voice transactions, day of voice usage and data payload, thus it was more targeted.
Co-Authors Adhi Prasetio Adhi Prasetyo Ahmad Darajat Basallama Aina, Rizqi Ajeng Luthiyatul Farida Amri, Gatot Anak Agung Gede Sugianthara Anna Tsamarah Yudiawati Astri Ghina Candiwan Christalia, Windy Davin, Hans Dedi Iskamto Denta Rahmadani Dewi Purwati Dewi, Fianti Krisna Dezila, Raissa Dian Pertiwi Wulandari Dwi Fitrizal Salim Elly Suryani Eva Nurazizah Eva Nurhazizah Fauzi, Adryan Fitra Ayu Larasati Gadang Ramantoko Gioliano Putra Goenandar, Billy Hanifah Aprillia, Wahyuning Helni Mutiarsih Jumhur Heppy Millanyani Heris, Faradisya Hilman Fauzi, Hilman Ilham Majid Rabbani Ilma Aliya Sahal Januar, Rifat Kharisma, Mita Lili Adi Wibowo Lira Parahita Agni Putri Mahayasa, I Made Prasetya Wiguna Mardotillah, Aini Restu Maria Apsari Sugiat Mita Kharisma Muhammad Saiful Arifin Nadia Putri Karenina Navira Wirvani Nia Handayani Nur Lela sari Nurohman, Choirudin Alza Nurul Hafizah Pramono, Indro Pratiwi, Daulika Putri Fariska Sugestie Putri, Kartika Aulia Rachman, Mochamad Arif Rachmat Ramadhani, Muh. Raissa Dezila Ratih Hendayani Refi Rifaldi Windya Giri Reza Armanda Lubis Reza Azkia Rahmi Ricky Agusiady Rifki Hariadi, Maghfira Rinarika, Dewi Rizka Utami, Fany Rudy Hermanto, Muchamad Ruli Kuniawati, Novia Saleh, Rusdi Setiana, Gege Arum Siska P Yudowati Soeparwoto Dharmoputra Sri Widiyanesti Taufik Hidayah, Riski Tiara Salsabila Fasya Trinadisha, Thalia Sabina Tyas Pawitra, Mohammad Veronita, Rika Virghina Dhia Elwitrisnasafitri Vyanna Zuleika Wahyudi Wahyuningtyastuti, Indrajati Yumna Tazkia Yunanto, Wahyu Yusza Reditya Murti Zaenal Aripin Zahra Aqilla Putri Chandra Zahra Rahmi Hanifah Zaki Chandra Negara