CUSTOMER SEGMENTATION USING K-MEANS ALGORITHM TO SUPPORT MARKETING STRATEGIES AT PT. SINAR SOSRO

Yumie Atmaja; Kaslani .; Ahmad Faqih; Cep Lukman Rohmat; Fathurrohman .

Authors

Yumie Atmaja STMIK CIREBON, Indonesia
Kaslani . STMIK IKMI Cirebon, Indonesia
Ahmad Faqih STMIK IKMI Cirebon, Indonesia
Cep Lukman Rohmat STMIK IKMI Cirebon, Indonesia
Fathurrohman . STMIK IKMI Cirebon, Indonesia

Keywords:

Segmentasi, K-Means, Pemasaran, Pelanggan

Abstract

Persaingan pasar yang ketat menuntut perusahaan seperti PT. Sinar Sosro untuk mengoptimalkan strategi pemasarannya melalui pemahaman pelanggan yang lebih mendalam. Penelitian ini bertujuan mengidentifikasi segmen pelanggan produk Sosro menggunakan data transaksi, yaitu frekuensi belanja dan total pembelian. Metode yang digunakan adalah algoritma K-Means, sebuah teknik unsupervised learning yang mampu mengelompokkan data secara otomatis. Hasil analisis menunjukkan tiga klaster pelanggan yang berbeda: Klaster 1 (Pelanggan Loyal), Klaster 2 (Pelanggan Regular), dan Klaster 3 (Pelanggan Potensial). Berdasarkan segmentasi ini, PT. Sinar Sosro dapat merancang strategi pemasaran yang lebih terarah, seperti program loyalitas untuk pelanggan klaster 1 dan kampanye akuisisi untuk klaster 3, guna meningkatkan efektivitas pemasaran dan profitabilitas perusahaan

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