Customer Segmentation Using K-Means Clustering Analysis (Case Study on Amazon Prime Video Userbase)
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Abstract
Layanan streaming Amazon Prime Video telah berkembang secara signifikan dan telah menjadi salah satu pemain kunci dalam industri streaming yang kompetitif. Penelitian ini bertujuan untuk menjelaskan tren dan pola mendasar yang membentuk kesuksesan Amazon Prime Video dalam menghadapi tantangan industri. Dengan mengelompokkan pelanggan berdasarkan perilaku dan preferensi mereka, penelitian ini akan memberikan wawasan mendalam mengenai cara memenuhi kebutuhan spesifik setiap segmen. Dengan memahami preferensi dan perilaku pengguna, Amazon Prime Video dapat merancang strategi konten yang lebih terarah dan relevan. Penelitian ini menggunakan dataset Amazon Prime Userbase yang terdiri dari 2.500 responden untuk mengidentifikasi segmen pasar melalui analisis cluster K-means. Hasilnya, empat cluster pelanggan yang berbeda teridentifikasi: Cluster 1 (Mid-age Female User), Cluster 2 (Senior Male User), Cluster 3 (Young Male User), dan Cluster 4 (Senior Female User). Cluster 1, yang didominasi oleh wanita berusia 36-49 tahunyang didominasi oleh wanita berusia 36-49 tahun dan memiliki aktivitas interaksi tertinggi, kami pilih sebagai target segmen pasar yang utama bagi Amazon Prime Video. Cluster ini menunjukkan preferensi yang kuat terhadap genre drama dan aksi serta penggunaan perangkat Smart TV dan smartphone, menciptakan peluang untuk meningkatkan pengalaman menonton yang berkualitas tinggi. Value proposition yang diusulkan mencakup penambahan konten eksklusif, pengembangan fitur interaktif seperti komentar real-time, program loyalitas untuk pengguna aktif, serta acara nonton bersama dan kampanye media sosial yang meningkatkan keterlibatan. Menyasar Cluster 1 dapat memperkuat posisi Amazon Prime Video dalam mengadaptasi layanan yang relevan dan personal bagi pelanggan, sekaligus memberikan wawasan untuk penelitian lebih lanjut dalam memahami perilaku konsumen dalam segmen ini. Penelitian ini diharapkan dapat memberikan kontribusi bagi Amazon Prime Video terhadap strategi pemasaran yang lebih efektif dan peningkatan kepuasan pelanggan di industri streaming yang kompetitif.
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