Marketing Target Analysis Using K-Means Clustering (Case Study: Sutan Raja Hotel Soreang)

Authors

  • Romiwita Irene Klarita
  • Fergie Joanda Kaunang Universitas Advent Indonesia

https://doi.org/10.36342/teika.v10i2.2380

Keywords:

Data Mining, K-Means Clustering, Marketing

Abstract

Sutan Raja Hotel and Convention Center Soreang conducted a marketing technique by sending a random marketing team to do a promotion. The marketing team sent randomly may not be able to achieve the expected target. In order to achieve the target, the placement of the appropriate marketing team will get more efficient results. Customer data that has been stored when a customer registers for check-in at Sutan Raja Hotel and Soreang Convention Center, can be utilized to create marketing support strategies that can be very useful for the Hotel. Data used in marketing strategy decision support include data from the customer's home city, gender, main segment, and duration of stay that is analyzed using the K-Means Clustering Algorithm so that the right customer cluster is known for the promotion approach. Data will be processed using Weka data processing software with K-Means Clustering Algorithm and K = 3 so that the data will produce three clusters. With the final result of Cluster 0 in Jakarta City, male gender, OTA segment play, and 1 day stay duration. Cluster 1, Jakarta City, male gender, individual segment play, and duration of stay for 3 days. Cluster 2 Bandung City, male gender, individual segment play, and duration of stay of 2 days.

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References

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Published

2020-10-30

How to Cite

Klarita, R. I., & Kaunang, F. J. (2020). Marketing Target Analysis Using K-Means Clustering (Case Study: Sutan Raja Hotel Soreang). TeIKa, 10(2), 107-115. https://doi.org/10.36342/teika.v10i2.2380

Issue

Vol. 10 No. 2 (2020): TeIKa: October 2020

Section

Datamining

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Copyright (c) 2020 TeIKa

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