K-Means Analysis to Determine Market Segmentation in Amazon Companies using SPSS
DOI:
https://doi.org/10.31539/y80d9v90Abstract
This study aims to analyze Amazon's customer segmentation to identify customer groups with the potential to make significant contributions to the company. This research employs a quantitative approach using the K-Means Clustering method to group customers based on the characteristics of the available data. Data processing was conducted using SPSS software, and the resulting clusters were further analyzed using the 8P marketing mix framework to formulate marketing strategies tailored to the characteristics of each customer group. The analysis results indicate that Amazon's customers can be divided into three clusters: affluent customers, sophisticated customers, and price-sensitive customers. Among these three groups, the price-sensitive customer cluster has the potential to make a significant contribution to the company. Therefore, the results of this segmentation are expected to help Amazon develop more targeted marketing strategies, improve marketing effectiveness, and optimize the potential of each customer segment.
Keywords: Customers, K-Means, Market Segmentation, 8P Marketriku MIX, SPSS.
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