E. N. Budiyanto Hariandja, et al. “Identifying Customer Segmentation and Persona of Online Transportation Companies in Jabodetabek Using K-Means Clustering Analysis for a More Effective Marketing Strategy”. J-CEKI : Jurnal Cendekia Ilmiah, vol. 4, no. 4, May 2025, pp. 619-33, doi:10.56799/jceki.v4i4.8717.