Jurnal Terapan Teknologi Informasi
Vol 2 No 1 (2018): Jurnal Terapan Teknologi Informasi

ANALISIS SEGMENTASI PELANGGAN MENGGUNAKAN KOMBINASI RFM MODEL DAN TEKNIK CLUSTERING


Adiana, Beta Estri, Soesanti, Indah, Permanasari, Adhistya Erna



Article Info

Publish Date
26 Apr 2018

Abstract

Intense competition in the business field motivates a small and medium enterprises (SMEs) to manage customer services to the maximal. Improve of customer royalty by grouping cunstomers into some of groups and determining appropriate and effective marketing strategies for each group. Customer segmentation can be performed by data mining approach with clustering method. The main purpose of this paper is customer segmentation and measure their loyalty to a SME’s product. Using CRISP-DM method which consist of six phases, namely business understanding, data understanding, data preparatuin, modeling, evaluation and deployment. The K-Means algorithm is used for cluster formation and RapidMiner as a tool used to evaluate the result of clusters. Cluster formation is based on RFM (recency, frequency, monetary) analysis. Davies Bouldin Index (DBI) is used to find the optimal number of clusters (k). The customers are divided into 3 clusters, total of customer in first cluster is 30 customers who entered in typical customer category, the second cluster there are 8 customer whho entered in superstar customer and 89 customers in third cluster is dormant cluster category.


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Journal Info

Abbrev

jurnal

Publisher

Subject

Computer Science & IT

Description

Jurnal Terapan Teknologi Informasi (JUTEI) is a journal focusing on theory, practice, and methodology of all aspects in Information Technology and Computer Science, as well as productive and innovative ideas related to new technology and applied sciences. This journal is managed by the Faculty of ...