Penentuan Profil Pengunjung Lokal Maupun Wisatawan dengan Teknik K-means Clustering untuk Menentukan Strategi Suatu Ritel
DOI:
https://doi.org/10.26593/jrsi.v13i2.7270.113-126Abstrak
Sektor pariwisata tidak dapat dipungkiri memberikan dampak ekonomi yang besar bagi suatu wilayah. Salah satu aktivitas para wisatawan adalah berbelanja, sehingga kehadiran wisatawan dapat menimbulkan pangsa pasar tambahan pada suatu ritel. Oleh karena itu peritel perlu menangkap peluang ini dengan melakukan strategi yang sesuai dengan profil pengunjungnya baik itu pengunjung lokal maupun wisatawan. Penelitian pada artikel ini mengusulkan strategi suatu ritel dengan melakukan analisis profil pengunjung lokal maupun wisatawan, dimana data transaksi dari Point of Sales (POS) diambil untuk mengklasifikasikan pengunjung berdasarkan jarak domisili dengan peritel. Selanjutnya dilakukan uji hipotesis untuk memahami perbedaan pola pembelian antara pengunjung lokal dan wisatawan dan juga teknik K-means clustering untuk membagi pengunjung menjadi kelompok-kelompok berdasarkan jarak, usia, dan nilai pembelian. Interpretasi hasil clustering membantu mengidentifikasi pola pembelian pada masing-masing kelompok, sehingga peritel dapat menyesuaikan strategi pemasaran dan promosi sesuai dengan profil pelanggan Melalui analisis clustering dari contoh studi kasus di salah satu peritel yang ada di Yogyakarta, Indonesia, ditemukan 3 kelompok utama pelanggan: tidak aktif, aktif, dan pelanggan dari luar pulau. Prioritas peritel adalah memfokuskan upaya pada kelompok aktif, terutama kluster 4, dengan member aktif dan nilai transaksi tinggi. Kluster 6 dan 9 juga perlu menjadi target untuk meningkatkan probabilitas menjadi kluster 4. Kluster 1 dapat diabaikan dalam upaya pemasaran. Ritel harus menyesuaikan strategi untuk kluster 3 berdasarkan waktu kunjungan mereka.
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