Analisis Segmentasi Pelanggan Dengan Metode K-Medoids dan Simple Additive Weighting (SAW) Untuk Menentukan Strategi Pemasaran
DOI:
https://doi.org/10.29407/inotek.v8i1.4962Abstract
Penelitian ini bertujuan membantu Distributor XYZ di Bali merencanakan strategi pemasaran melalui segmentasi dan perangkingan pelanggan dengan metode K-Medoids dan Simple Additive Weighting (SAW). Dalam persaingan bisnis yang ketat, teknologi informasi menjadi krusial untuk mengelola data penjualan besar. Menggunakan model RFM (Recency, Frequency, Monetary), penelitian ini mengelompokkan dan merangking pelanggan berdasarkan kontribusi penjualan. K-Medoids mengklasifikasikan pelanggan ke dalam kategori tinggi, sedang, dan rendah, sementara SAW menentukan pelanggan terbaik. Hasil menunjukkan analisis ini dapat membantu manajer penjualan merancang strategi pemasaran lebih efisien dan meningkatkan pelayanan pelanggan, terbukti dengan pelanggan rangking 1-20 sangat loyal dan layak mendapatkan reward dari distributor.
Keywords:
Distributor, K-Medoids, Pelanggan, SAW, RFM, Strategi Pemasaran##plugins.themes.default.displayStats.downloads##
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