SEGMENTASI PELANGGAN MENGGUNAKAN ALGORITMA K-MEANS UNTUK CUSTOMER RELATIONSHIP MANAGEMENT (CRM) PADA HIJAB MIULAN

HIJAB MIULAN is a company engaged in the business of selling hijab and Muslim fashion in the city of Semarang . Intense competition in similar fields HIJAB MIULAN encourage customers to manage the fullest . One of methods to manage customers is to classify customers and implement marketing strategies that are appropriate for each group . This study aims to segment customers at HIJAB MIULAN by utilizing the process of clustering data mining techniques . The method used is the CRISP - DM with a through understanding of business processes , understanding the data , data preparation , modeling , evaluation and development. The algorithm used for formation of clusters is K - Means algorithm . K - Means cluster generates visual models with RapidMiner 5.3 tools that represent number of customers in each cluster by using the attribute RFM ( Recency , Frequency and Monetary ) . Customer group is formed by four clusters. first class 4 customers , second cluster 190 customers , third cluster 23 customers and fourth cluster with 115 subscribers