OPTIMASI PROMOSI VAKSIN MELALUI SEGMENTASI PELANGGAN DENGAN METODE CLUSTERING DI PT. XYZ

Nafa Azzahra, . (2025) OPTIMASI PROMOSI VAKSIN MELALUI SEGMENTASI PELANGGAN DENGAN METODE CLUSTERING DI PT. XYZ. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.

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Abstract

In the business world, a company must be able to understand and know the characteristics of customers as the main thing so that customer segmentation analysis is needed to group customers so that the company can know and analyze the needs of each customer group. PT. XYZ is a company that has a product in the form of a platform in the field of children's health to monitor the growth and development of children. In running its business, PT. XYZ faces challenges in the form of instability in vaccine ordering services that occur due to lack of brand awareness and promotional methods that are not carried out based on data. This study discusses customer segmentation using the k-means clustering method through 3 variables determined based on the RFM model recency, frequency and monetary. The data used is vaccine ordering data from January 2023 to May 2024, which was obtained directly from PT. XYZ. The results of the analysis produce an optimal K value of 4 based on the elbow method. The results of the model evaluation using the silhouette score method are 0.379610 and the Davies Bouldin index is 0.930230. Visualization is developed on streamlit with the help of other variables to see customer characteristics. This research contributes to customer segmentation grouping to understand customer characteristics so that companies can carry out promotions in a more targeted and targeted manner. Keywords: K-Means Clustering, Promotion, Customer Segmentation, Data Visualization

Item Type: Thesis (Skripsi)
Additional Information: [No.Panggil: 2110512050] [Pembimbing: Nur Hafifah Matondang] [Penguji 1: I Wayan Widi Pradnyana] [Penguji 2: Ruth Mariana Bunga Wadu]
Uncontrolled Keywords: K-Means Clustering, Promotion, Customer Segmentation, Data Visualization
Subjects: T Technology > T Technology (General)
Divisions: Fakultas Ilmu Komputer > Program Studi Sistem Informasi (S1)
Depositing User: NAFA AZZAHRA
Date Deposited: 14 Aug 2025 04:53
Last Modified: 14 Aug 2025 04:53
URI: http://repository.upnvj.ac.id/id/eprint/37509

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