KLASTERISASI PELANGGAN EKSPEDISI PO. JAYA MAKMUR UNTUK PEMBERIAN REWARD DENGAN PENDEKATAN RFM DAN METODE K-MEANS
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Institusion
STMIK Bumi Gora
Author
Tamara, Eliza
Subject
T Technology (General)
Datestamp
2021-08-18 08:17:49
Abstract :
Expedition is a part of the business that has an important role in the distribution chain. Many companies require expedition services, especially for logistics activities and distribution of goods. PO. Jaya Makmur (PO.JM) is a company engaged in inter-island freight transportation services. This company has not given rewards to customers who have the potential to benefit the company. The award aims to increase customer loyalty to the company, considering that competition in the field of expedition requires the right strategy to increase customer loyalty so that customers do not switch to other transportation services. To determine loyal and disloyal, RFM (reward, frequency, monetary) method can be used to determine consumer segmentation which distinguishes important from big data by three variables, namely reward, frequency and monetary, consumer segmentation results can be used to assess customers and define customer profiles. Proper segmentation is certainly needed in order to accurately assess loyal customers or not. Therefore, the clustering method can be applied to these cases which is integrated with RFM. One of the simplest clustering methods is K-Means Clustering. The results of this study are RFM and K-means approaches for customer clustering in giving rewards. With the results of the overall analysis of the group analysis using Silhouette, it was found that the 4 clusters had the highest silhouette value, which means that the best clustering customer member is clustering 2 with PD customer members. Sriwijaya and PT. Sidoarjo Cipta Nusa Food is a customer who is entitled to a reward.
Expedition is a part of the business that has an important role in the distribution chain. Many companies require expedition services, especially for logistics activities and distribution of goods. PO. Jaya Makmur (PO.JM) is a company engaged in inter-island freight transportation services. This company has not given rewards to customers who have the potential to benefit the company. The award aims to increase customer loyalty to the company, considering that competition in the field of expedition requires the right strategy to increase customer loyalty so that customers do not switch to other transportation services. To determine loyal and disloyal, RFM (reward, frequency, monetary) method can be used to determine consumer segmentation which distinguishes important from big data by three variables, namely reward, frequency and monetary, consumer segmentation results can be used to assess customers and define customer profiles. Proper segmentation is certainly needed in order to accurately assess loyal customers or not. Therefore, the clustering method can be applied to these cases which is integrated with RFM. One of the simplest clustering methods is K-Means Clustering. The results of this study are RFM and K-means approaches for customer clustering in giving rewards. With the results of the overall analysis of the group analysis using Silhouette, it was found that the 4 clusters had the highest silhouette value, which means that the best clustering customer member is clustering 2 with PD customer members. Sriwijaya and PT. Sidoarjo Cipta Nusa Food is a customer who is entitled to a reward.
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