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All Journal JMKSP (Jurnal Manajemen, Kepemimpinan, dan Supervisi Pendidikan) ALMUISY: Journal of Al Muslim Information System
Uripto, Casto
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Computer Science & IT Education Social Sciences

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The Influence of Promotion, Brand Image and Product Quality on Purchasing Decisions Through Consumer Trust in Bata Brand Shoe Outlets Mall Cibubur Junction East Jakarta Uripto, Casto; Lestari, Rahayu
JMKSP (Jurnal Manajemen, Kepemimpinan, dan Supervisi Pendidikan) Vol. 8 No. 2 (2023): JMKSP (Jurnal Manajemen, Kepemimpinan, dan Supervisi Pendidikan)
Publisher : Graduate Program Magister Manajemen Pendidikan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31851/jmksp.v8i2.13115

Abstract

Based on interviews with 100 consumers who made purchases, there were several problems that influenced consumer confidence and purchasing decisions. some of which influence consumer confidence and purchasing decisions. So this research uses the independent variables promotion, brand image and product quality. The intervening variables are consumer confidence and purchasing decision variables. This research aims to analyze how promotion, brand image and product quality influence purchasing decisions through consumer trust in Bata Brand Shoe products. The sampling method used in this research was non-probability with a purposive sampling technique. The samples collected were 100 respondents who had purchased Bata shoe products at least once. The analytical method used is SEM, namely the outer model test includes convergent validity, AVE, discriminant validity, composite reliability and the inner model includes R-Square, significance test, effect size. The research results show that the direct and indirect effects of promotion, brand image and product quality influence purchasing decisions through consumer trust in Bata brand shoes.
Analisis Segmentasi Pelanggan E-Commerce Menggunakan Metode Clustering Berbasis RFM Mayang, Putri; Yana, Adelia Alvi; Uripto, Casto
ALMUISY: Journal of Al Muslim Information System Vol. 5 No. 1 (2026): ALMUISY: Journal of Al Muslim Information System
Publisher : STMIK Al Muslim

Show Abstract | Download Original | Original Source | Check in Google Scholar

Abstract

Pertumbuhan pesat industri e-commerce menghasilkan volume data transaksi pelanggan yang besar dan kompleks. Pemanfaatan data tersebut secara optimal menjadi tantangan bagi perusahaan dalam menyusun strategi pemasaran berbasis perilaku pelanggan. Penelitian ini bertujuan untuk melakukan segmentasi pelanggan e-commerce menggunakan pendekatan Recency, Frequency, Monetary (RFM) yang dikombinasikan dengan algoritma K-Means clustering. Dataset yang digunakan adalah Brazilian E-Commerce Public Dataset (Olist) yang diperoleh dari Kaggle. Tahapan penelitian meliputi preprocessing data, perhitungan nilai RFM, normalisasi menggunakan Min-Max Scaling, penentuan jumlah cluster menggunakan metode Elbow, serta evaluasi model menggunakan Silhouette Score. Hasil penelitian menunjukkan bahwa segmentasi berbasis RFM mampu mengelompokkan pelanggan ke dalam beberapa cluster dengan karakteristik berbeda. Evaluasi model menghasilkan nilai Silhouette Score sebesar 0,278 yang menunjukkan kualitas cluster cukup baik. Segmentasi yang dihasilkan dapat digunakan sebagai dasar penyusunan strategi retensi pelanggan, reaktivasi pelanggan berisiko churn, serta optimalisasi pemasaran berbasis data.
Co-Authors - STMIK Nusa Mandiri, Adelia Alvi Yana Mayang, Putri Rahayu Lestari