PENGELOMPOKAN PENILAIAN PENGGUNA TRANSPORTASI ONLINE DI DKI JAKARTA:ANALISIS CLUSTER ATAS KELENGKAPAN, HARGA, KUALITAS, DAN PELAYANAN

Abstract

The advancement of technology and the increasing use of
smartphones have driven the growth of online transportation
services in DKI Jakarta, making it essential for service providers
to understand the elements that influence user perceptions. This
study aims to group users based on their views regarding
completeness, price, quality, and service using the K-Means
analysis. The research employs a quantitative approach through
the collection of primary data using a closed questionnaire
administered to 50 respondents and secondary data sourced from
relevant literature. The analysis process includes determining the
initial centroid, calculating Euclidean distances, and updating
cluster centers until they stabilize. The findings reveal the
formation of three clusters: Cluster 1 emphasizes completeness
and service, Cluster 2 gives the highest ratings across all
variables, while Cluster 3 focuses more on quality and price
suitability. ANOVA results indicate that all variables significantly
distinguish the clusters, with price emerging as the most
dominant factor. This segmentation provides a strategic
foundation for service providers to develop improvements in
features, quality, and pricing policies that are more targeted.