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Journal : bulletin of network engineer and informatics bufnets

Customer Segmentation Using LRFM Model with Self-Organizing Maps and Customer Lifetime Value Analysis I Dewa Gede Aristana; Kadek Alviona Pradnyantari; Ida Bagus Gede Anandita; Gede Rudiharta Pratama Giri; I Made Dwi Putra Asana
Bulletin of Network Engineer and Informatics Vol. 4 No. 2 (2026): BUFNETS (Bulletin of Network Engineer and Informatics) October 2026
Publisher : PT. GWEX NET PUBLISHER

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59688/sphte743

Abstract

Customer segmentation is an essential strategy for understanding customer behavior and supporting effective customer relationship management. However, many customer segmentation studies focus primarily on grouping customers based on behavioral characteristics without considering the economic value of each customer segment. This study proposes a customer segmentation framework that integrates the Length, Recency, Frequency, and Monetary (LRFM) model, Self-Organizing Maps (SOM), and Customer Lifetime Value (CLV) analysis to provide a more comprehensive understanding of customer behavior and value. The study utilized customer transaction data from PT XYZ consisting of 11,233 transaction records involving 7,937 customers during the 2024 observation period. Customer transaction data were transformed into LRFM attributes, normalized using Min-Max Normalization, and clustered using the SOM algorithm. The clustering quality was evaluated using Silhouette Score and Davies-Bouldin Index (DBI), while CLV analysis was employed to assess the economic contribution of each customer segment. The results indicate that the optimal SOM configuration successfully generated three customer segments with a Silhouette Score of 0.6026 and a DBI value of 0.5644. Based on CLV analysis, the identified segments were classified as Core Customers, New Customers, and Lost Customers. The findings demonstrate that each segment exhibits distinct behavioral and economic characteristics, enabling more targeted customer management strategies. The integration of LRFM, SOM, and CLV provides a comprehensive customer segmentation framework that supports customer prioritization, customer relationship management, and data-driven marketing decision-making.
Co-Authors A.A. Tri Wulandari Mayun Anak Agung Gde Bagus Ariana Astari, Gusti Ayu Shinta Dwi Atmaja, Ketut Jaya Devi Valentino Waas Dewa Made Wiharta Dewi, Ni Putu Wahyuni Dewi, Ni Wayan Jeri Kusuma Dirgayusari, Ayu Manik Dwi Wulandari Gandika Supartha, I Kadek Dwi Gede Aldhi Pradana Gede Rudiharta Pratama Giri Gunawan, I Komang Agus Bryan I Dewa Gede Aristana I Gede Iwan Sudipa I Gede Made Yudi Antara I Gede Sudiantara I Gusti Agung Indrawan I Komang Arya Ganda Wiguna I Made Angga Wijaya I Made Deni Kurniadi I Made Oka Widyantara I Made Subrata Sandhiyasa Sandhiyasa I Putu Angga Arya Wiguna I Putu Anjas Sanjaya I Putu Noven Hartawan I Putu Susila Handika I Putu Yoga Indrawan I Wayan Krishna Sangging Wiguna Ida Bagus Ary Indra Iswara Ida Bagus Gede Anandita Ida Bagus Putu Adnyana Ida Bagus Putu Adnyana Kadek Alviona Pradnyantari Kadek Ari Prayoga Putra Krismentari, Ni Kadek Bumi Libraeni, Luh Gede Bevi Linawati Linawati Meinarni, Ni Putu Suci Melyawati, Ni Luh Putu N.M.A.E.D Wirastuti Ni Kadek Nita Noviani Pande NI LUH KARTIKA DEWI Ni Luh Wiwik Sri Rahayu Ginantra Ni Made Ary Esta Dewi Wirastuti Ni Made Erni Marlina Yani Ni Putu Della Tirta Yanti Ni Putu Diah Pradnya Savitri Ni Putu Dita Ariani Sukma Dewi Ni Putu Suci Meinarni NI PUTU SUCI MEINARNI Ni Putu Widantari Suandana Ni Wayan Suardiati Putri Nirwana, Ni Kade Ayu Nirwana, Ni Kadek Ayu Putra, I Putu Satria Udyana Putra, Putu Satria Udyana Putu Gede Surya Cipta Nugraha Putu Praba Santika Putu Wirayudi Aditama Radhitya, Made Leo Rini Komalasari Sandhiyasa, I Made Subrata Santi Ika Murpratiwi Semadi, Ketut Ngurah Sugihya Artha Dwipayani Sugihya Artha Dwipayani Sutriasih, Ni Kadek Udayanie, Ayu Gde Chrisna Wahyudi, I Putu Alfin Teguh Wawan, I Kadek Wayan Gede Suka Parwita Wiguna, I Komang Arya Ganda Wijaya, Bagus Kusuma Wikananda, I Gusti Ngurah Satya Yasa, I Wayan Adi Putra