Online-Customers Segmentation on PT. Rumah Mebel Nusantara (Ikea) in Semarang Region By Using K-Means Analysis With SPSS

  • Astried Finnia Ayu Kirana Program Studi Magister Manajemen, Fakultas Ekonomi dan Ilmu Sosial Universitas Bakrie
  • Neisya Esvandiary Iswari Program Studi Magister Manajemen, Fakultas Ekonomi dan Ilmu Sosial Universitas Bakrie
  • Damar Mafatir Romadhon Program Studi Magister Manajemen, Fakultas Ekonomi dan Ilmu Sosial Universitas Bakrie
  • Jerry Heikal Program Studi Magister Manajemen, Fakultas Ekonomi dan Ilmu Sosial Universitas Bakrie
DOI: https://doi.org/10.36418/syntax-literate.v8i2.11378
Keywords: Online-Customer Segmentation, K-Means Clustering

Abstract

Business is an activity carried out by individuals and organizations that create value through goods and services to obtain a profit. In running a business, marketing strategy is the main key in product development for the progress of the company. Marketing is not only for product and service development, but also needs to take into account customer segmentation. Segmentation has done using K-Means Clustering based on SPSS. In this study, researchers took a case study at PT. Rumah Mebel Nusantara (IKEA) in the Semarang area by conducting research on 306 respondents to IKEA online customers. In this study obtained 3 clusters. Where cluster 1 is a Methodical Customer, Cluster 2 is referred to as a Humanistic Customer, and Cluster 3 is referred to as a Spontaneous Customer. Based on the results of data processing using SPSS, researchers chose Cluster 3 because this cluster has a high potential to increase sales with the type of purchase and the number of transactions are greater than the other 2 clusters. This cluster will tend to be more loyal than the other 2 clusters because this type of customer if they satisfied with the brand they will buy it.

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Published
2023-02-23
Issue
Vol. 8 No. 2 (2023): Syntax Literate: Jurnal Ilmiah Indonesia
Section
Original Articles

Copyright (c) 2023 Astried Finnia Ayu Kirana, Neisya Esvandiary Iswari, Damar Mafatir Romadhon, Jerry Heikal

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