Customer Segmentation of Ryra Furniture Using RFM and K-Means for Customer Loyalty-Based Marketing Strategies
Segmentasi Pelanggan Ryra Furniture Menggunakan RFM dan K-Means Clustering untuk Strategi Pemasaran Berdasarkan Loyalitas Pelanggan
DOI:
https://doi.org/10.21070/ups.11442Keywords:
customer segmentation, RFM, K-Means Clustering, Customer LoyaltyAbstract
Competition in the furniture business is becoming increasingly fierce, so companies need to understand their customers’ needs and characteristics in order to develop better and more targeted marketing strategies for their target markets. Ryra Furniture has customer transaction data from its physical stores, online marketplaces, and social media, but this data has not yet been fully utilized to determine how loyal their customers are. This study aims to segment customers based on their loyalty levels using the RFM method (Recency, Frequency, and Monetary) ombined with the K-Means Clustering algorithm. This study employs a quantitative approach using data mining techniques to analyze Ryra Furniture’s customer transaction data from January through December 2025. The research stages included data collection, data cleaning, calculating Recency, Frequency, and Monetary (RFM) values, normalizing the data using the Z-Score method, and clustering customers using the K-Means algorithm to divide them into three groups. The quality of the clustering results was assessed using the Silhouette Score to determine how accurately the groups were formed. The results show that the customer data was successfully divided into three groups: 28 high-potential customers, 24 loyal customers, and 1 disloyal customer. A Silhouette Score of 0.640 indicates that the clustering results are of high quality, as each group possesses distinct characteristics and is clearly separated from the others. Based on these clustering results, the recommended marketing strategies include membership programs, reward points, and special services for loyal customers; the distribution of vouchers and package promotions for potential customers; and re-engagement programs for inactive customers through special discounts and the mailing of the latest product catalogs. It is hoped that the results of this study will help Ryra Furniture implement better marketing strategies, increase customer loyalty, and support the company’s sales growth.
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