PENERAPAN K-MEANS DAN K-MEDOIDS BERBASIS RFM PADA SEGMENTASI PELANGGAN DI MASA PANDEMI COVID-19

The outbreak of the CORONA virus in Indonesia in early March 2020 has created unrest, especially in the business world. The impact caused some small and medium-sized businesses to go out of business, so the right marketing strategy is needed to maintain and increase customer loyalty. The purpose of this research is to segment PT Megadaya Maju Selaras' customers based on their characteristics by comparing the RFM-based K-Means and K-Medoids algorithms as attributes in the research. The dataset used comes from the purchase transaction data of PT Megadaya Maju Selaras customers. Experiments in this study used the CRISP-DM model. The results showed that the K-Means algorithm has a smaller Davies Bouldin Index (DBI) value than K-Medoids, meaning that the K-Means method is the right method for this research. With the K-Means method, the overall data shows the optimal k in cluster 4 with a DBI value of 0.286, the data before the pandemic shows the optimal k value in cluster 2 with a DBI value of 0.299, after the pandemic shows the optimal k in cluster 5 with a DBI value of 0.278. The overall data is divided into 4 segments, namely superstar, typical customer, occational customer and dormant customer. Data before the pandemic is divided into 2 segments, namely typical customers and superstars. Meanwhile, after the pandemic is divided into 5 segments, namely typical customer, occational customer, golden customer, dormant customer and superstar. With this research, PT Megadaya Maju Selaras can provide the right service for each customer group.