Model Machine Learning untuk Klasifikasi Loyalitas Pelanggan Menggunakan Random Forest

Tengku Syahvina Rival Dini
Rani Chantika
Pebi Mina Husania
Puji Sri Alhirani

Prosiding Seminar Nasional Ilmu Teknik
Vol. 2 No. 2 (2025): Desember: Prosiding Seminar Nasional Ilmu Teknik

This research develops a machine learning model to classify customer loyalty using the Random Forest algorithm. Customer churn is a critical issue that reduces revenue and increases acquisition costs. A dataset of 50,000 customers from global e-commerce and subscription platforms was processed through data cleaning, imputation, outlier handling, and class balancing with SMOTE. The Random Forest model was built as a baseline and optimized with hyperparameter tuning. Evaluation using accuracy, precision, recall, and F1-score shows that the optimized model achieved 90.81% accuracy and 83.87% F1-score, outperforming previous Naïve Bayes approaches. Feature importance analysis highlights customer service interactions, lifetime value, and demographic factors as key predictors of churn. These findings demonstrate Random Forest’s effectiveness in churn prediction and provide practical insights for customer retention strategies