Online-Customers Segmentation on PT. Rumah Mebel Nusantara (Ikea) in Semarang Region By Using K-Means Analysis With SPSS
نویسندگان
چکیده
Business is an activity carried out by individuals and organizations that create value through goods services to obtain a profit. In running business, marketing strategy the main key in product development for progress of company. Marketing not only service development, but also needs take into account customer segmentation. Segmentation has done using K-Means Clustering based on SPSS. this study, researchers took case study at PT. Rumah Mebel Nusantara (IKEA) Semarang area conducting research 306 respondents IKEA online customers. obtained 3 clusters. Where cluster 1 Methodical Customer, Cluster 2 referred as Humanistic Spontaneous Customer. Based results data processing SPSS, chose because high potential increase sales with type purchase number transactions are greater than other This will tend be more loyal clusters if they satisfied brand buy it.
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ژورنال
عنوان ژورنال: Syntax literate : jurnal ilmiah Indonesia
سال: 2023
ISSN: ['2541-0849', '2548-1398']
DOI: https://doi.org/10.36418/syntax-literate.v8i2.11378