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All Journal METHOMIKA: Jurnal Manajemen Informatika & Komputerisasi Akuntansi jurnal ilmiah hospitality Jurnal Ilmiah Manajemen Kesatuan JURNAL ILMIAH SIMANTEK JURNAL ILMIAH KOHESI Jurnal Ekonomi Jurnal Peradaban Masyarakat (JPM) Jurnal Abdimas Maduma ULINA: Jurnal Pengabdian kepada Masyarakat
SIAHAAN, BERTHA NERPY
Universitas Mandiri Bina Prestasi
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Segmentasi Pasar Terhadap Generasi Z Berdasarkan Perilaku Belanja Online Menggunakan Metode K-Means Clustering Meri Nova Marito; Ratna Wati Simbolon; Duma Lasmaria Siagian; Bertha Nerpy Siahaan; Ade Linhar P.; Anugrah Zai
METHOMIKA: Jurnal Manajemen Informatika & Komputerisasi Akuntansi Vol. 10 No. 1 (2026): METHOMIKA: Jurnal Manajemen Informatika & Komputersisasi Akuntansi
Publisher : Universitas Methodist Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.46880/jmika.Vol10No1.pp244-248

Abstract

The advancement of digital technology greatly affects consumption patterns, especially among Gen Z, towards e-commerce platforms. Gen Z has a high affinity for digital technology. This condition creates a need for more precise market segmentation so that marketing strategies can be tailored to consumer characteristics. This study aims to conduct market segmentation based on online shopping behavior using the K-Means Clustering method. The data used in this study is the Online Retail Dataset obtained from the UCI Machine Learning Repository. The research stages include data preprocessing, attribute selection, data normalization, determination of the number of clusters, and the clustering process using the K-Means algorithm. The variables analyzed include transaction frequency, product purchase quantity, customer transaction value, and transaction time interval. The research results show that customer data can be grouped into several segments with different characteristics, such as active customers with high purchase levels, customers with moderate transactions, and customers with low purchasing activity. Thus, the resulting segmentation can help business actors understand consumer behavior and develop more targeted marketing strategies. In addition, the K-Means Clustering method has been proven effective in grouping customer data based on online shopping patterns. 
Edukasi Literasi Digital dalam Menghadapi Dampak E-Commerce Bagi Generasi Z di SMA Kristen Yeolin Pniel: Dampak E-Commerce Terhadap Gen Z Pada SMA Kristen Yeolin Pniel Duma Lasmaria Siagian; Meri Nova Br Sipahutar; Ratna Wati Simbolon; Bertha Nerpy Siahaan; Ade Linhar P; Abdillah
JURNAL ABDIMAS MADUMA Vol. 5 No. 3 (2026): JULI 2026
Publisher : English Lecturers and Teachers Association (ELTA)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.52622/jam.v5i3.713

Abstract

Perkembangan e-commerce telah mengubah pola transaksi masyarakat, khususnya di kalangan Generasi Z yang sangat akrab dengan teknologi digital. Kemudahan akses, beragam promosi, dan pengaruh media sosial mendorong meningkatnya aktivitas belanja daring, namun juga berpotensi menimbulkan perilaku konsumtif, rendahnya literasi keuangan, serta risiko penipuan dan penyalahgunaan data pribadi. Kondisi tersebut menunjukkan pentingnya edukasi mengenai penggunaan e-commerce secara bijak dan bertanggung jawab. Kegiatan Pengabdian kepada Masyarakat ini bertujuan meningkatkan pemahaman siswa SMA Kristen Yeolin Pniel mengenai pemanfaatan e-commerce secara aman, cerdas, dan produktif. Kegiatan diikuti oleh 33 siswa yang memperoleh materi melalui metode ceramah, diskusi interaktif, dan sesi tanya jawab mengenai literasi digital, literasi keuangan, keamanan transaksi daring, serta peluang kewirausahaan digital. Efektivitas kegiatan dievaluasi menggunakan pretest dan posttest. Hasil evaluasi menunjukkan bahwa rata-rata nilai peserta meningkat dari 53,18 pada pretest menjadi 81,06 pada posttest atau mengalami peningkatan sebesar 52,4%. Hasil tersebut menunjukkan bahwa kegiatan edukasi mampu meningkatkan pemahaman siswa mengenai penggunaan e-commerce secara bijak, termasuk dalam menjaga keamanan transaksi digital, mengelola perilaku konsumsi, dan memanfaatkan e-commerce sebagai peluang berwirausaha. Kata Kunci : e-commerce; Generasi Z; literasi digital; literasi keuangan; kewirausahaan digital.
Co-Authors Abdillah Ade Linhar P Ade Linhar P. Afrida Yanti Surbakti Ali Syah Putra Anugrah Zai Bambang Christoffer Banjarnahor, Saut Maruli Duma Lasmaria Siagian Eddy Eddy Eddy Eddy Gunawan Edward Harnjo Erina Alimin Erina Alimin Erni Dewi Munte Ewin Susanti Halawa Felix Leonardi Harlen Silalahi Ika Julianti Silveria Br Pandiangan Lennaria L. Tarigan Marice Hotnauli Simbolon Meri Nova Br Sipahutar Meri Nova Marito Monang Tarigan Pasaribu, Maranata Pinondang Hutapea Putri Fadillah Hadi Mirsa Ratna Wati Simbolon Sartana Sartana Sartana, Sartana SILALAHI, DUMARIANI Simbolon, Fauzi Haris Simbolon, Ratna Wati Sinaga, Sarman Vikarma Jaya Halawa Wanra Tarigan