Modeling Ontology for Knowledge Based Buyer Persona Expert System

Buyer Persona help business in setting targets, marketing strategies and decision making through the use of information technology. This research found that there has been no research regarding the development of ontology-based knowledge for buyer personas based on the demographic approach and empathy map model. The research aim was building the ontology model of buyer persona expert system. Variables that used to build buyer persona knowledge was customer elements and customer demographics. The research framework adopted a research flow of methontology with stages started from Specification, Conceptualization, Implementation, and then Validation. The specification is described ontology scope, domain description, and competency questions. The conceptualization was defined class hierarchy, the definition of object and data properties, and also entities individuals. The ontology is implemented using Protégé. It built Ontograf and generated OWL (Ontology Web Language). The validation was done by OntoQA (Ontology Quality Analysis) and FGD with experts. The evaluation result showed that the Reletionship Richness (RR) value was 0.6, the Inheritance Richness (IR) value was 0.86 and the Attribute Richness (AR) value was 3.21. It concluded that the resulting ontology was quite rich and carried knowledge with specific characteristics, with not too many attributes for each class. From FGD, experts stated that the ontology model created was feasible to be a knowledge representation for Buyer Persona Expert Systems.