Open AccessCLUSTER AND CONJOINT ANALYSIS FOR DETERMINING ONLINE SHOP SHOPEE CUSTOMERS PREFERENCE BASED ON E-SERVICE QUALITY
Author(s) -
Dimas Nurwinata Rinaldi,
Fahriza Nurul Azizah,
Candra Galang Gemilang Putra
Publication year - 2021
Publication title -
barekeng
Language(s) - English
Resource type - Journals
eISSN - 2615-3017
pISSN - 1978-7227
DOI - 10.30598/barekengvol15iss2pp361-372
Subject(s) - conjoint analysis , database transaction , cluster (spacecraft) , quality (philosophy) , service (business) , business , marketing , preference , service quality , payment , e commerce , advertising , computer science , database , world wide web , economics , microeconomics , philosophy , epistemology , finance , programming language
The use of e-commerce as a means of shopping is a trend that is very much in demand by many Indonesians. This makes e-service quality very important in a transaction. Customer preference is one of the main factors in shaping a business strategy. This research discusses the use of cluster analysis to segment Shopee's e-commerce customers based on sociodemographic characteristics with k-means algorithm and conjoint analysis to determine which e-service quality attributes are most important to each cluster. The sociodemographic characteristics to be analyzed are gender, education, profession, e-commerce visit, income, and last purchase from the e-commerce. The result from k-means algorithm is there are 2 groupings of customers based on their sociodemographic characteristics, cluster 1 with the majority of women members with frequent visits, while for cluster 2 with the majority of male members with frequent visits. With the result of cluster analysis, conjoint analysis help this research to find which e-service quality attributes are most important. The results are members in cluster 1 prioritize Full payment payment methods when shopping online, while members in cluster 2 prioritize star seller types when shopping online. The aspect that doesn't matter most when shopping online is fulfillment in cluster 1 and security in cluster 2.