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All Journal Jurnal Teknik Industri Terintegrasi (JUTIN)
Praditya , Rizqy Gumilar
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Decision Sciences, Operations Research & Management Energy Engineering Industrial & Manufacturing Engineering Mechanical Engineering

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Market segmentation analysis to find out products and services that suit customer needs using the python KMEANS clustering method (Case study: Superindo Tambun Area, Bekasi) Praditya , Rizqy Gumilar; Sembodo, Giri; Heikal, Jerry
Jurnal Teknik Industri Terintegrasi (JUTIN) Vol. 7 No. 4 (2024): October
Publisher : LPPM Universitas Pahlawan Tuanku Tambusai

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/jutin.v7i4.35889

Abstract

This study analyzes market segmentation of 1000 Superindo consumers in Tambun, Bekasi, using K-Means Clustering with Python 3.10. Variables included age, gender, occupation, purchase amount, product type, and discounts. Three main segments were identified: "Business Women" (average age 40, focus on staple goods, 16% discount), "Women Government Career" (age 39, staple goods, 16% discount), and "Professional Women" (age 38, staple goods, 15% discount). Superindo should target "Women Government Career" with the highest purchasing power. To increase sales, an online value proposition is recommended offering bundled packages of staple goods with meat and fruit.
Co-Authors Heikal, Jerry Sembodo, Giri