SEGMENTASI PELANGGAN MENGGUNAKAN K-MEANS CLUSTERING DI TOKO RETAIL

Advancements in information technology have transformed various aspects of human life, including the business world. Companies are required to use technology and data effectively to enhance their competitive advantage. One increasingly relevant strategy is Customer Relationship Management (CRM), where customer data is the main focus. Consumer data segmentation is an approach used to group customers based on certain characteristics. In this study, the K-Means Clustering algorithm is applied to consumer data segmentation to improve the marketing strategy of a store. The study begins with the collection of customer data from the Dan+Dan Telukjambe 2 store, followed by Exploratory Data Analysis (EDA) to understand the patterns and characteristics of the data. Preprocessing steps are carried out to ensure the data is ready for use, including removing irrelevant columns, handling missing values, and data transformation. Principal Component Analysis (PCA) is used to reduce data dimensions before applying K-Means Clustering. The Elbow Method and Silhouette Score are used to determine the optimal number of clusters. The study results indicate that the optimal number of clusters is six. Evaluation using the Silhouette Coefficient provides an average coefficient value of 0.66, indicating good clustering quality. Further analysis shows different distributions of age, purchasing power, occupation, and marital status in each cluster, providing deep insights into customer segments. The resulting clusters offer valuable information for developing more effective and targeted marketing strategies