Kohesi: Jurnal Sains dan Teknologi

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Vol. 10 No. 7 (2025): Kohesi: Jurnal Sains dan Teknologi, ISSN 3025-1311

ANALISIS CLUSTER PENILAIAN PENGGUNA TRANSPORTASI ONLINE BERDASARKANKELENGKAPAN, HARGA, KUALITAS, DAN PELAYANAN DI DKI JAKARTA

Submitted
December 12, 2025
Published
2025-12-12

Abstract

This study investigates user segmentation in online transportation
services in DKI Jakarta as a foundation for developing effective
service optimization strategies amid increasing digital mobility
competition. Using a quantitative method with the K-Means
Cluster algorithm applied to 50 respondents, users were grouped
based on the aspects of Completeness, Price, Quality, and Service.
The findings reveal three distinct user categories: Cluster 1 (30%)
identified as “Completeness-Oriented Users,” Cluster 2 (36%) as
“Value and Service Seekers” with the highest potential for
loyalty, and Cluster 3 (34%) as “Quality-Focused Users.”
Statistical results confirm that all four variables are valid
distinguishing factors, with Price emerging as the primary
determinant and Service receiving the highest average score.
Therefore, it is concluded that platform providers need to adopt
segmented service strategies tailored to the unique characteristic
profiles of each user cluster.

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