Article Per Year (5 Year)
p-Index From 2021 - 2026
0.23
P-Index
This Author published in this journals
All Journal SEGMEN Jurnal Manajemen dan Bisnis
Sari, Wulan Novita
Unknown Affiliation
Economics, Econometrics & Finance

Published : 1 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 1 Documents
Search

 1 
Purchasing Behavior Based Consumer Segmentation on TikTok Shop in Indonesia Using K-Means Sari, Wulan Novita; Wibowo, Arief
SEGMEN: Jurnal Manajemen dan Bisnis Vol 22, No 1 (2026): SEGMEN Jurnal Manajemen dan Bisnis
Publisher : FE Program Studi Manajemen

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37729/sjmb.v22i1.9251

Abstract

This study aims to analyze consumer segmentation on TikTok Shop in Indonesia based on purchasing behavior. The rapid growth of social commerce, particularly through TikTok Shop, has changed consumer shopping patterns, creating challenges for businesses in understanding diverse consumer characteristics to design effective marketing strategies.This study uses a quantitative approach with primary data collected through questionnaires distributed to TikTok Shop users in Indonesia. The variables used include Age (X1), Purchase Frequency (X2), and Type of Product Purchased (X3). The data was analyzed using the K-Means clustering method to classify consumers into homogeneous segments. The results of the study show that TikTok Shop consumers can be grouped into several different segments with different purchasing patterns, spending levels, and product preferences. These findings have practical implications for developing targeted and personalized marketing strategies
Co-Authors Arief Wibowo