MODEL RECENCY, FREQUENCY, MONETARY (RFM) DENGAN K-MEANS CLUSTERING UNTUK SEGMENTASI PELANGGAN SEBAGAI STRATEGI PENJUALAN (STUDI KASUS: HEALTHY COKELAT BAR PT. NICHOA)

AMELIA, SYLVIA and Resti, Yulia and Kresnawati, Endang Sri (2024) MODEL RECENCY, FREQUENCY, MONETARY (RFM) DENGAN K-MEANS CLUSTERING UNTUK SEGMENTASI PELANGGAN SEBAGAI STRATEGI PENJUALAN (STUDI KASUS: HEALTHY COKELAT BAR PT. NICHOA). Undergraduate thesis, Sriwijaya University.

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Abstract

PT Nutri Choco Nusantara or known as Nichoa is a new company focused in the healthy chocolate industry using local ingredients in Indonesia. Given the number of business competitors in the same business, company owners must be able to make efforts to prevent customer movement, because satisfied customers can provide many benefits to the company such as enabling customer loyalty. For this reason, business people in this field must have a strategy. Based on these problems, cluster techniques are used to determine the potential and characteristics of each customer in purchasing products. In this research, a combination method of RFM Model and K-Means Clustering is used to customers segmentation. The RFM model is used as a quantitative attribute for input variables. Then, K-Means is used to perform customer clustering. The K-Means Clustering method and RFM Model are implemented using the Python programming language. The results of the research after testing Elbow, Silhuoette Score, and Davies Bouldin Index (DBI) which get the results that the best cluster is 5 which will be used for the marketing strategy process. Keywords : K-Means, Clustering, RFM, Customer Segmentation

Item Type: Thesis (Undergraduate)
Uncontrolled Keywords: K-Means, Clustering, Segmentasi Pelanggan, RFM
Subjects: Q Science > QA Mathematics > QA273-280 Probabilities. Mathematical statistics
Q Science > QA Mathematics > QA8.9-QA10.3 Computer science. Artificial intelligence. Computational complexity. Data structures (Computer scienc. Mathematical Logic and Formal Languages
Q Science > QA Mathematics > QA1-939 Mathematics > QA9.64.A56 Computer science. Fuzzy mathematics.
Divisions: 08-Faculty of Mathematics and Natural Science > 44201-Mathematics (S1)
Depositing User: Sylvia Amelia
Date Deposited: 30 May 2024 01:11
Last Modified: 30 May 2024 01:11
URI: http://repository.unsri.ac.id/id/eprint/145908

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