Perbandingan Metode K-means and Agglomerative Nesting untuk Clustering Data Digital Marketing di Twitter
DOI:
https://doi.org/10.29407/stains.v2i1.2898Keywords:
Clustering, K-means, Agglomerative Nesting, Digital MarketingAbstract
Banyak masyarakat yang meraup keuntungan besar dari penjualan online dan digital marketing atau promosi di berbagai platform media sosial. Twitter merupakan salah satu media sosial paling berpengaruh di dunia, banyak brand yang memanfaatkan platform ini untuk melakukan digital marketing. Clustering dapat diimplementasikan di berbagai aspek yang berhubungan dengan pengelompokan data. Metode yang digunakan pada penelitian ini adalah metode K-means dan Agglomerative Nesting (AGNES) clustering (single linkage, average linkage, complete linkage, dan ward linkage). Data yang digunakan merupakan data API Twitter dengan keyword “Rp 0” yang merupakan trending pada tanggal 10, bulan 10 tahun 2022 Hasil penelitian menunjukan bahwa metode terbaik untuk melakukan clustering pada data digital marketing Twitter adalah metode AGNES dengan complete linkage dengan K=2 dan Silhouette_Score 0.754428965. Jumlah data cluster C0 sebanyak 423 data tweet dan cluster C1 sebanyak 726 data tweet.
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