SEGMENTASI PENGGUNA E-WALLET BERDASARKAN KEAMANAN, LAYANAN, PENGALAMAN,KUALITAS, DAN KEPUASAN MENGGUNAKAN METODE K-MEANS CLUSTERING

Abstract

This study aims to examine users perceptions of e-wallet services by
evaluating five core variables: security, service quality, user experience,
overall quality, and satisfaction. Descriptive results show that security,
service quality, and perceived quality achieved relatively high average
scores, indicating strong user trust in the reliability and performance of
e-wallet applications. In contrast, user experience recorded the lowest
mean and the widest variation, suggesting that users’ interactions and
comfort levels differ significantly across individuals. Using the K-Means
method, 100 respondents were successfully grouped into three distinct
clusters with clear perceptual differences. Cluster 1 reflects highly
positive evaluations, Cluster 2 reports the lowest levels of experience
and satisfaction, while Cluster 3 demonstrates consistent but moderate
responses. ANOVA results confirm significant differences across all
variables, validating the cluster structure and demonstrating the
effectiveness of the segmentation. These findings offer essential
insights for e-wallet providers to enhance user experience, strengthen
service quality, and design more targeted strategies aligned with
specific user profiles.