Penerapan k-Means Clustering Berdasarkan Analisis RFM Terhadap Segmentasi Pembeli untuk Meningkatkan Strategi CRM

An industry requires a good strategy in running its business. Saga Bako is small that sells various types of tobacco and equipment. However, has not yet implemented Customer Relationship Management (CRM) service to buyers. It necessary segment customers find out less profitable buyers who provide large profits. The use data mining also contributes when segmenting through the purchase data. methodology applied this research CRISP-DM with at from January March 2022. k-means algorithm formation clusters based on Recency, Frequency, Monetary (RFM) model, help Weka 3.8.5 tools. Elbow method used determine best number (k). results obtained are 47 663 transaction divided into three clusters, 26 low potential buyers, ten medium 11 high