ANALISIS DATA PENJUALAN DAN SEGMENTASI CABANG FRANCHISE XYZ MENGGUNAKAN METODE K-MEANS CLUSTERING
Abstract
Perkembangan bisnis waralaba menuntut setiap cabang untuk mampu mengelola data penjualan secara efektif agar dapat meningkatkan strategi pemasaran serta kinerja operasional. Penelitian ini bertujuan untuk menganalisis data penjualan pada beberapa cabang Franchise XYZ serta melakukan segmentasi cabang berdasarkan pola penjualan menggunakan metode K-Means Clustering. Data penjualan yang digunakan mencakup periode tertentu dengan variabel utama seperti total transaksi, jumlah pelanggan, dan rata-rata nilai pembelian. Proses analisis meliputi tahap pra-pemrosesan data, pemilihan jumlah klaster optimal menggunakan Elbow Method, serta penerapan algoritma K-Means untuk membentuk kelompok cabang dengan karakteristik serupa. Hasil penelitian menunjukkan terbentuknya beberapa klaster yang merepresentasikan perbedaan performa cabang, seperti klaster berkinerja tinggi, menengah, dan rendah. Temuan ini dapat menjadi dasar bagi manajemen Franchise XYZ dalam merancang strategi peningkatan penjualan yang lebih tepat sasaran, termasuk alokasi sumber daya, pengembangan promosi, serta pengambilan keputusan bisnis secara lebih terukur.
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