Segmentasi Pelanggan Produk Agribisnis Berdasarkan Pola Belanja Menggunakan K-Means Clustering

Syifa Fauziah, Imas Wildan Rafiqah, Alfian Destha Joanda, Nurhana Jafaruddin

Abstract


Penelitian ini bertujuan untuk menganalisis segmentasi pelanggan produk agribisnis berdasarkan pola belanja menggunakan pendekatan machine learning. Permasalahan utama dalam sektor agribisnis adalah heterogenitas perilaku pelanggan yang menyebabkan strategi pemasaran kurang optimal. Data yang digunakan merupakan dataset wholesale customers sebanyak 440 observasi. Metode analisis menggunakan K-Means Clustering dengan tahapan eksplorasi data, penanganan outlier, penentuan jumlah cluster optimal menggunakan metode elbow, serta evaluasi menggunakan silhouette score. Hasil penelitian menunjukkan bahwa terbentuk lima cluster pelanggan dengan karakteristik yang berbeda secara signifikan. Segmentasi ini mampu memberikan insight strategis dalam penentuan target pasar dan pengambilan keputusan berbasis data

Keywords


Segmentasi Pelanggan, Agribisnis, K-Means, Machine Learning, Clustering

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DOI: http://dx.doi.org/10.25157/ma.v12i2.24607

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