PEMODELAN RFM & K-MEANS CLUSTERING UNTUK SEGMENTASI PELANGGAN DALAM PENJUALAN ONLINE
DOI:
https://doi.org/10.37859/seis.v5i2.9556
Abstract
The exponential growth of e-commerce platforms necessitates sophisticated customer analytics to maintain competitive advantage and optimize revenue streams. This study addresses the critical challenge of understanding heterogeneous customer purchasing behaviors in online retail environments through advanced data mining techniques. The research implements RFM (Recency, Frequency, Monetary) modeling integrated with K-Means clustering algorithm to achieve comprehensive customer segmentation for strategic marketing optimization. A quantitative-exploratory methodology was employed, utilizing a comprehensive online sales dataset comprising over 40,000 transactional records. The analytical framework involved systematic data preprocessing using Python libraries (Pandas, NumPy), followed by RFM parameter calculation and standardization through StandardScaler normalization. K-Means clustering was subsequently applied with optimal cluster determination via Elbow Method validation, yielding three distinct customer segments. Visualization and interpretation were conducted using Tableau, Matplotlib, and Seaborn for comprehensive segment characterization. Results demonstrate successful identification of strategically significant customer clusters: high-value loyal customers, moderate-engagement prospects, and potential churn-risk segments, each exhibiting distinctive RFM behavioral patterns. The segmentation framework enables targeted marketing strategy formulation, personalized customer retention programs, and optimized resource allocation. This research contributes valuable insights for e-commerce practitioners seeking data-driven approaches to enhance customer relationship management and sustain long-term business profitability in competitive online marketplaces.
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Copyright (c) 2025 Ivander Lukas, Finanta Okmayura; Aidha Tita Irani; Ernia Juliastuti; Muhammad Amirulhaq, Rizky Ardiansyah, Sherly Fillia
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