KLASIFIKASI MALL CUSTOMER SEGMENTATION MENGGUNAKAN METODE K-MEANS CLUSTERING

Abstract

Maintaining relationships with customers is the key to success in today's competitive business. Every customer has different behaviors, they have different expectations, fears, ambitions and shopping behaviors. However, these differences are needed to build a relationship and customer segmentation is used to identify groups who have the same behaviors, likes and habits so that they will respond to the same marketing elements such as price, promotion and sales. Segmentation can inform strategic roadmaps that aim to take advantage of opportunities for profit within each customer group and can shorten the buying cycle, encourage higher spending and build greater customer loyalty.

Keyword: Customer Segmentation, Classification, RFM Model, K-means Clustering Algorithm, EM Clustering Algorithm, Generalized Differential RFM Method (GDRFM)