SEGMENTASI PENGGUNA UNTUK STRATEGI PENINGKATAN LAYANAN MENGGUNAKAN ANALISIS CLUSTER BERDASARKAN VARIABEL KEAMANAN TRANSAKSI,PENGALAMAN EMOSIONAL,KUALITAS PRODUK, DAN KEPUASAN

Abstract

This study aims to segment users based on Transaction Security, Emotional Experience, Product Quality, and Satisfaction as a basis for developing service improvement strategies. The k-means cluster method was applied to data collected from 50 respondents. The results revealed two distinct clusters. The first cluster represents users with highly positive perceptions regarding emotional experience, product quality, and satisfaction, while the second cluster consists of users with moderate evaluations on these variables. Emotional Experience, Product Quality, and Satisfaction significantly differentiate the clusters, whereas Transaction Security does not contribute to cluster separation due to the absence of response variation. These findings provide a clear segmentation of users, offering valuable insights for designing targeted service improvement strategies.