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Arum Kusuma, Tiyanda Hanti
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Economics, Econometrics & Finance

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Identifying Customer Segmentation and Persona of Amazon Customer: An Approach Using K-Means Clustering Ramadani, Rizki Agung; Arum Kusuma, Tiyanda Hanti; Dwiputri, Rinta Agustiani; Heikal, Jerry
Indonesian Interdisciplinary Journal of Sharia Economics (IIJSE) Vol 7 No 3 (2024): Sharia Economics
Publisher : Sharia Economics Department Universitas KH. Abdul Chalim, Mojokerto

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31538/iijse.v7i3.6176

Abstract

Technological developments have transformed traditional buying and selling practices into online transactions. Amazon, as one of the largest e-commerce platforms, continues to innovate to maintain its competitive advantage, offering a variety of products and services. This research uses the K-Means Clustering method to identify Amazon's customer segmentation and devise more effective marketing strategies. The analysis results show three main clusters: Price-Sensitive Browsers, Review-Driven Shoppers, and Quality Seekers. Cluster 2, which accounts for 47.49% of the total sample, is the most potential. Consumers in this cluster shop weekly, want better prices, pay attention to product reviews, and care about eco-friendly packaging. The right target segment for Amazon is women aged 24-26 who regularly shop weekly and care about environmental sustainability. By understanding consumer needs and preferences, Amazon can develop more effective marketing strategies, increase customer satisfaction and loyalty, and maintain its competitive advantage.
Analysis of Factors Influencing Repurchase Decision of Flight Tickets of Garuda Indonesia Airlines Using Binary Logistic Regression Ramadani, Rizki Agung; Arum Kusuma, Tiyanda Hanti; Dwiputri, Rinta Agustiani; Heikal, Jerry
Indonesian Interdisciplinary Journal of Sharia Economics (IIJSE) Vol 8 No 2 (2025): Sharia Economics
Publisher : Sharia Economics Department Universitas KH. Abdul Chalim, Mojokerto

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31538/iijse.v8i2.6474

Abstract

The aviation industry in Indonesia is one of the sectors that has experienced rapid growth along with the increasing mobility of society and the need for air transportation. This study aims to analyze the factors that influence the decision to repurchase airline tickets at Garuda Indonesia Airlines using the Binary Logistic Regression method. The aviation industry in Indonesia, especially Garuda Indonesia Airlines, faces a major challenge in maintaining customer loyalty amidst tight market competition. Consumer decisions to repurchase airline tickets or make a repurchase are important indicators in determining the success of an airline's marketing and service strategy. This study uses a quantitative approach with a cross-sectional survey design, involving 197 respondents selected through a purposive sampling technique. Data were collected through a structured questionnaire that measured seven factors of service quality and customer satisfaction. The analysis was conducted using SPSS, and the results showed that of the various indicators tested, four factors had a significant influence on repurchase decisions. These factors are call center services, promotions through official websites, email blasting, and Garudamiles services. Call center service factors, promotions through websites and email blasting, and the existence of Garudamiles membership products tend to be important factors that influence repurchase decisions with an accuracy rate of 80.7%. These results provide insight for Garuda Indonesia to optimize marketing strategies to increase customer retention and profitability.
Co-Authors Dwiputri, Rinta Agustiani Heikal, Jerry Ramadani, Rizki Agung