Segmentasi Pengguna Media Sosial dengan K-Means Clustering

Muhammad Risfan Nurdin

Sari


Penelitian ini bertujuan untuk mengidentifikasi kelompok pengguna media sosial berdasarkan atribut demografis dan perilaku, seperti usia dan durasi penggunaan harian. Proses segmentasi dilakukan menggunakan algoritma K-Means Clustering yang dijalankan dalam platform RapidMiner. Data yang digunakan berasal dari Kaggle dan telah melalui tahapan praproses untuk memastikan kualitas dan kesesuaian analisis. Dengan pendekatan unsupervised learning, penelitian ini berhasil membentuk tiga segmen pengguna, yaitu aktif, sedang, dan pasif. Masing-masing kelompok memiliki ciri khas tersendiri yang dapat dijadikan acuan dalam pengembangan strategi personalisasi konten dan peningkatan keterlibatan pengguna secara lebih tepat sasaran.

Kata kunci— K-Means Clustering, Media Sosial, Segmentasi Pengguna, RapidMiner, Unsupervised Learning


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Referensi


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Gedung Fakultas Ilmu Komputer, Universitas Darwan Ali, JL. Batu Berlian, No. 10, Sampit, Kabupaten Kotawaringin Timur, Provinsi Kalimantan Tengah, 74322

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