Segmentasi Pelanggan Toko EMAS Menggunakan Metode RFM dan K-MEANS Clustering
DOI:
https://doi.org/10.55826/jtmit.v5i2.1721Keywords:
Segmentasi Pelanggan, Analisi RFM Pelanggan Loyal, K-Means ClusteringAbstract
Dalam dunia bisnis yang semakin kompetitif, perusahaan harus bisa menggunakan data pelanggan dengan baik agar bisa membuat keputusan yang lebih baik. Toko Emas XYZ di Sidoarjo memiliki banyak data transaksi dari pelanggan, tetapi data tersebut belum digunakan sepenuhnya untuk menganalisis strategi, terutama dalam membagi pelanggan berdasarkan segmen mereka. Penelitian ini bertujuan untuk menganalisis sifat-sifat pelanggan dan membagi pelanggan berdasarkan pola belanjanya dengan menggunakan metode RFM yaitu Recency, Frequency, dan Monetary, serta metode K-Means Clustering. Hasil penelitian diharapkan bisa memberikan pemilahan pelanggan yang jelas dan rapi, seperti pelanggan prioritas, pelanggan yang masih potensial, pelanggan biasa, dan pelanggan yang tidak aktif lagi. Segmentasi ini bisa jadi dasar dalam membuat strategi pemasaran, meningkatkan kualitas layanan, serta mengelola hubungan dengan pelanggan secara lebih efektif dan efisien.
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