SEGMENTASI KONSUMEN BEDASARKAN KEAMANAN TRANSAKSI, LAYANAN BANTUAN,PENGALAMAN EMOSIONAL, KUALITAS PRODUK, DAN KEPUASAN MENGGUNAKAN ANALISIS KMEANS CLUSTER
Published 2025-12-12
Keywords
- K-Means,
- Cluster Analysis,
- Transaction Security,
- Support Service,
- Emotional Experience
- Product Quality,
- Satisfaction ...More
How to Cite
Abstract
This study aims to classify digital service users based on their
perceptions of five key variables: transaction security, customer
support, emotional experience, product quality, and satisfaction, using
the K-Means Cluster Analysis method. Data were obtained from 50
respondents and analyzed through an iterative process of determining
cluster centers to form three clusters with distinct characteristics. The
results show that Cluster 1 has high ratings on product security and
quality but low levels of satisfaction, Cluster 2 is the largest group with
high ratings on all variables and reflects the most satisfied users, while
Cluster 3 shows low emotional experience and product quality and
moderate satisfaction. ANOVA tests confirmed that the variables
emotional experience, product quality, and satisfaction contribute
significantly to distinguishing between clusters, while transaction
security has no significant effect. These findings indicate a clear user
segmentation and can be used as a basis for understanding variations in
perceptions of digital service quality.
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