Analysis Of Customer Segmentation In The Top Three Most Visited E-Commerce Platforms In Indonesia In 2023 Using RFM Model And Clustering Techniques

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Published Aug 28, 2024
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Vol. 13 No. 03 (2024): Education and Sosial science, June - August 2024

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Siti Wulansari
Master of Management, Bakrie University Jakarta
Jerry Heikal
Master of Management Lecturers, Bakrie University Jakarta

Abstract

This study analyzes customer behavior on three most visited e-commerce platforms in Indonesia (Shopee, Tokopedia, and Lazada) using the RFM (Recency, Frequency, Monetary) model and K-Means clustering techniques. Amidst the digital transformation and rapid growth of e-commerce, significant changes in customer behavior highlight the importance of accurate and relevant customer segmentation. The study integrates demographic, psychographic, and purchasing behavior analysis, employing stratified random sampling to collect data over 6 months from 100 respondents on each e-commerce platform. The results revealed six customer clusters, each with distinct characteristics. These clusters were further analyzed to develop specific and effective marketing strategies tailored to customer behavior and preferences on each e-commerce platform.

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How to Cite
Siti Wulansari, & Jerry Heikal. (2024). Analysis Of Customer Segmentation In The Top Three Most Visited E-Commerce Platforms In Indonesia In 2023 Using RFM Model And Clustering Techniques. Jurnal Scientia, 13(03), 1164-1174. Retrieved from http://seaninstitute.org/infor/index.php/pendidikan/article/view/2599

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