?url_ver=Z39.88-2004&rft_id=1815061004&rft_val_fmt=info%3Aofi%2Ffmt%3Akev%3Amtx%3Adc&rft.title=ANALISIS+SEGMENTASI+KONSUMEN++MENGGUNAKAN+METODE+K-MEANS+CLUSTERING+BERDASARKAN+MODEL+RFM+DAN+PENGETAHUAN+DATA+LAINNYA+SEBAGAI+REKOMENDASI+STRATEGI+PEMASARAN%0D%0A(STUDI+KASUS+%3A+YAYASAN+XYZ)%0D%0A&rft.creator=Rika+Okta+Nabella%2C+1815061004&rft.subject=620+Ilmu+teknik+dan+ilmu+yang+berkaitan&rft.description=%0D%0A%0D%0A%0D%0AABSTRAK%0D%0A%0D%0AANALISIS+SEGMENTASI+KONSUMEN++MENGGUNAKAN+METODE+K-MEANS+CLUSTERING+BERDASARKAN+MODEL+RFM+DAN+PENGETAHUAN+DATA+LAINNYA+SEBAGAI+REKOMENDASI+STRATEGI+PEMASARAN%0D%0A(STUDI+KASUS+%3A+YAYASAN+XYZ)%0D%0A%0D%0AOleh%0D%0A%0D%0ARika+Okta+Nabella%0D%0A%0D%0APerusahaan+yang+berfokus+pada+penjualan+sudah+mulai+menerapkan+teknik+data+mining+di+mana+tidak+hanya+mengembangkan+suatu+produk+dan+layanan+namun+juga+telah+mendalami+kebutuhan+dari+konsumen+yang+didapatkan+dari+data+transaksi+maupun+data+konsumen.+Berdasarkan+alur+pikir+tersebut%2C+peneliti+akan+melakukan+analisis+clustering+untuk+mengetahui+karakteristik+berdasarkan+pola-pola++yang+terbentuk+menggunakan+tools+RapidMiner+dengan+penerapan+metode+K-Means+berdasarkan+model+RFM+(Recency%2C+Frequency%2C+Monetary)+dan+pengetahuan+data+lain+yang+ada+pada+perusahaan.+Penerapan+visualisasi+data+menggunakan+Google+Data+Studio+dapat+membantu+dalam+melakukan+visualisasi+dengan+mudah+dan+cepat.+Untuk+metode+penelitian+yang+digunakan+dalam+analisis+yaitu+Cross+Industry+Standart+Process+for+Data+Mining+atau+CRISP-DM.+Metode+pengumpulan+data+yang+didapatkan+berasal+dari+database+perusahaan.+Penelitian+menghasilkan+bahwa+3+cluster+memiliki+nilai+0.197+menggunakan+uji+validitas+Davies+Bouldin+Index.+Cluster+low+priority+berjumlah+1090+konsumen%2C+cluster+medium+priority+berjumlah+73+konsumen+dan+cluster+high+priority+berjumlah+969+konsumen.+Sehingga%2C+berdasarkan+karakteristik+berbeda+yang+dimiliki+setiap+cluster+dapat+menghasilkan+strategi+pemasaran+pada+setiap+cluster.+Selain+itu%2C+pengetahuan+data+lain+yang+ada+pada+perusahaan+juga+dapat+membantu+dalam+menghasilkan+strategi+pemasaran+dan+keputusan+bisnis.+%0D%0A%0D%0AKata+kunci+%3A+Clustering%2C+K-Means%2C+Model+RFM%2C+CRISP-DM%2C+Davies+Bouldin+Index%2C+Google+Data+Studio%2C+RapidMiner+%0D%0A%0D%0A%0D%0A%0D%0A%0D%0AABSTRACT%0D%0A%0D%0ACONSUMER+SEGMENTATION+ANALYSIS+USING+K-MEANS+CLUSTERING+METHOD+BASED+ON+RFM+MODEL+AND+OTHER+DATA+KNOWLEDGE+AS+MARKETING+STRATEGY+RECOMMENDATIONS%0D%0A(CASE+STUDY%3A+YAYASAN+XYZ)%0D%0A%0D%0ABy%0D%0A%0D%0ARika+Okta+Nabella%0D%0A%0D%0ACompanies+that+focus+on+sales+have+started+to+apply+data+mining+techniques+which+not+only+develop+a+product+and+service+but+also+have+explored+the+needs+of+consumers+obtained+from+transaction+data+and+consumer+data.+Based+on+that%2C+the+researcher+will+conduct+a+clustering+analysis+to+find+out+the+characteristics+based+on+the+patterns+formed+using+RapidMiner+tools+with+the+application+of+the+K-Means+method+based+on+the+RFM+(Recency%2C+Frequency%2C+Monetary)+model+and+knowledge+of+other+data+in+the+company.+Implementing+data+visualization+using+Google+Data+Studio+can+help+visualize+easily+and+quickly.+The+research+method+used+in+the+analysis+is+Cross+Industry+Standard+Process+for+Data+Mining+or+CRISP-DM.+The+data+collection+method+obtained+is+derived+from+the+company's+database.+The+research+shows+that+3+clusters+have+0.197+using+the+Davies+Bouldin+Index+validity+test.+There+are+1090+low+priority+clusters%2C+73+medium+priority+clusters+and+969+high+priority+clusters.+So%2C+based+on+the+different+characteristics+that+each+cluster+has%2C+it+can+produce+a+marketing+strategy+in+each+cluster.+In+addition%2C+knowledge+of+other+data+that+exists+in+the+company+can+also+help+in+generating+marketing+strategies+and+business+decisions.%0D%0A%0D%0AKeywords+%3A+Clustering%2C+K-Means%2C+RFM+Model%2C+CRISP-DM%2C+Davies+Bouldin+Index%2C+Google+Data+Studio%2C+RapidMiner+%0D%0A&rft.publisher=+Fakultas+Teknik&rft.date=2022-05-30&rft.type=Skripsi&rft.type=NonPeerReviewed&rft.format=text&rft.identifier=http%3A%2F%2Fdigilib.unila.ac.id%2F63821%2F1%2FABSTRAK.pdf&rft.format=text&rft.identifier=http%3A%2F%2Fdigilib.unila.ac.id%2F63821%2F2%2FSKRIPSI%2520FULL.pdf&rft.format=text&rft.identifier=http%3A%2F%2Fdigilib.unila.ac.id%2F63821%2F3%2FSKRIPSI%2520TANPA%2520PEMBAHASAN.pdf&rft.identifier=++Rika+Okta+Nabella%2C+1815061004++(2022)+ANALISIS+SEGMENTASI+KONSUMEN+MENGGUNAKAN+METODE+K-MEANS+CLUSTERING+BERDASARKAN+MODEL+RFM+DAN+PENGETAHUAN+DATA+LAINNYA+SEBAGAI+REKOMENDASI+STRATEGI+PEMASARAN+(STUDI+KASUS+%3A+YAYASAN+XYZ).+++Fakultas+Teknik%2C+UNIVERSITAS+LAMPUNG.+++++&rft.relation=http%3A%2F%2Fdigilib.unila.ac.id%2F63821%2F