Customer Segmentation Using K-Means Clustering on Top of 4 Platform Streaming in Indonesia

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Published: May 20, 2025
DOI: https://doi.org/10.56799/jceki.v4i4.8584
Keywords:
Platform Streaming, Clustering, K-Means, Segmentasi Pelanggan

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Syakina Syakina
Universitas Bakrie
Jerry Heikal
Universitas Bakrie

Abstract

Platform streaming adalah layanan media yang ditawarkan langsung kepada penonton melalui Internet. Layanan streaming biasanya dapat diakses melalui situs web di komputer pribadi, serta melalui aplikasi di perangkat seluler (seperti ponsel pintar dan tablet), pemutar media digital (termasuk konsol permainan), atau televisi dengan platform Smart TV terintegrasi. Youtube, Netflix, Disney+, dan Viu merupakan 4 platform streaming yang paling sering digunakan oleh masyarakat Indonesia. Tujuan penelitian ini untuk mengetahui segmentasi pengguna platform streaming berdasarkan preferensi, karakteristik, dan rekomendasi paket langganan yang sering digunakan. Metode K-Means Clustering digunakan untuk mengelompokkan pengguna platform streaming berdasarkan atribut tertentu, seperti preferensi film, aspek prilaku pengguna, dan kenyamanan dari paket langganan yang ditawarkan. Jumlah responden pada penelitian ini 107 orang yang tersebar di seluruh Indonesia, dimana data yang diperoleh 3 cluster yang memiliki persona dengan karakteristik dan preferensi yang berbeda. Hasil dari penelitian ini menunjukan 3 cluster yang berbeda yaitu Middle Productive Age of Netflix User, Early Productive Age of Viu User, dan Middle Productive Age of Disney+ User. Walaupun Cluster 1: Middle Productive Age of Netflix User bukanlah cluster terbesar yang hanya memiliki nilai 31% dari total populitas akan tetapi Netflix dapat menargetkan cluster 1 dan melakukan positioning seperti menyesuaikan keinginan dari cutomer yaitu mengembangkan paket langganan loyalitas serta menggunakan online platform dalam melakukan marketing.

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How to Cite
Syakina, S., & Jerry Heikal. (2025). Customer Segmentation Using K-Means Clustering on Top of 4 Platform Streaming in Indonesia. J-CEKI : Jurnal Cendekia Ilmiah, 4(4), 362–374. https://doi.org/10.56799/jceki.v4i4.8584
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Vol. 4 No. 4: Juni 2025
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Articles
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This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.

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