Evaluasi loyalitas pelanggan menggunakan model RFM pada U Can Do It! Coffee Shop Balikpapan

Indra, Muhammad Dewa Putra (2026) Evaluasi loyalitas pelanggan menggunakan model RFM pada U Can Do It! Coffee Shop Balikpapan. Bachelor thesis, Institut Teknologi Kalimantan.

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Abstract

Pelanggan memiliki peran penting dalam keberlangsungan usaha coffee shop di tengah persaingan yang semakin ketat. U Can Do It! Coffee Shop Balikpapan merupakan kedai kopi lokal dengan konsep grab-and-go yang mengalami penurunan pendapatan pada periode Juli hingga Desember 2025, sehingga diperlukan evaluasi strategi pemasaran untuk meningkatkan loyalitas pelanggan. Penelitian ini bertujuan untuk menganalisis segmentasi dan preferensi pelanggan menggunakan model Recency, Frequency, Monetary (RFM) dengan metode K-Means Clustering. Data yang digunakan berupa 1.859 transaksi dari 252 pelanggan periode Januari–Desember 2025. Tahapan penelitian meliputi pembentukan model RFM, transformasi Recency Inverse, standarisasi Z-score, penentuan jumlah cluster optimal dengan Two-Step Cluster, dan proses clustering menggunakan K-Means. Hasil penelitian menunjukkan pelanggan terbagi menjadi empat segmen, yaitu high value customers (64 pelanggan), loyal customers (52 pelanggan), occasional customers (59 pelanggan), dan low value customers (77 pelanggan). Evaluasi menunjukkan model RFM memiliki akurasi 90,48%, lebih tinggi dibanding K-Means sebesar 81,75%, sehingga lebih efektif dalam segmentasi pelanggan. Berdasarkan hasil tersebut, strategi pemasaran difokuskan pada peningkatan loyalitas melalui layanan prioritas, promosi personal, program loyalitas, diskon, dan pemasaran digital sesuai karakteristik segmen.

Item Type:	Thesis (Bachelor)
Subjects:	H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions:	Jurusan Teknologi Industri dan Proses > Teknik Industri
Depositing User:	Muhammad Dewa Putra Indra
Date Deposited:	29 Jun 2026 03:26
Last Modified:	29 Jun 2026 03:26
URI:	http://repository.itk.ac.id/id/eprint/25518

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