PENENTUAN SASARAN DISKON MENGGUNAKAN K-MEANS CLUSTERING PADA MODEL RFM DI PT ESA BUANA HUSADA PALEMBANG

ZEBUA, RINA SISCA and Heroza, Rahmat Izwan (2021) PENENTUAN SASARAN DISKON MENGGUNAKAN K-MEANS CLUSTERING PADA MODEL RFM DI PT ESA BUANA HUSADA PALEMBANG. Undergraduate thesis, Sriwijaya University.

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Abstract

Persaingan yang ketat di bidang bisnis memotivasi setiap perusahaan untuk mengelola pelayanan terhadap konsumen tetap (pelanggan) secara maksimal. Meningkatkan kesetiaan pelanggan dengan mengelomppokkan pelanggan menjadi beberapa kelompok dan menentukan strategi pemasaran yang tepat dan efektif untuk setiap kelompok. Penelitian ini bertujuan untuk mengusulkan penentuan sasaran diskon secara tepat yang dapat meningkatkan loyalitas pelanggan di PT Esa Buana Husada Palembang. Pengelompokan pelanggan menggunakan teknik data mining dengan metode CRISP DM yang dibagi menjadi enam fase, yaitu pemahaman bisnis (business understanding), pemahaman data (data understanding), persiapan data (data preparation), permodelan (modeling), evaluasi (evaluation), dan penerapan (deployment). Pembentukan cluster ini menggunakan metode k-means clustering dan didasarkan pada model RFM. Hasil penelitian ini nantinya akan didapatkan kelompok (cluster) pelanggan terbaik yang layak diberikan diskon guna mempertahankan loyalitasnya.

Item Type: Thesis (Undergraduate)
Uncontrolled Keywords: Pengelompokkan Pelanggan, Data Mining, Algoritma K-Means, Metode CRISP-DM, Model RFM, Diskon
Subjects: T Technology > T Technology (General) > T1-995 Technology (General) > T11 General works > T11.3 Technical correspondence
T Technology > T Technology (General) > T10.5-11.9 Communication of technical information > T11 General works > T11.3 Technical correspondence
T Technology > T Technology (General) > T10.5-11.9 Communication of technical information > T11.3 Technical correspondence
Divisions: 09-Faculty of Computer Science > 57201-Information Systems (S1)
Depositing User: Ms Rina Sisca Zebua
Date Deposited: 28 Jul 2021 06:55
Last Modified: 28 Jul 2021 06:55
URI: http://repository.unsri.ac.id/id/eprint/50762

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