Peer Review Jurnal - Precision Marketing Model using Decision Tree on SME e-commerce Case Study Orebae.com

Sanjaya, Fadil Indra Peer Review Jurnal - Precision Marketing Model using Decision Tree on SME e-commerce Case Study Orebae.com. Jurnal RESTI (Rekayasa Sistem dan Teknologi Informasi).

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Abstract

The advancement of industry towards Industry 4.0 has significantly altered the way people conduct their daily activities, particularly in shopping, through digital media. This shift has led to the proliferation of e-commerce businesses, presenting unique challenges to sustain competitiveness amidst fierce competition. The demand for innovation in this competitive landscape spans various domains, including technology, social science, management, and artificial intelligence. One prevalent innovation in the e-commerce realm is the pursuit of ideal and effective marketing strategies, recognizing the limitations of conventional marketing approaches in meeting the dynamic needs of e-commerce. Precision marketing has emerged as a solution, leveraging consumer-centric data collection to tailor marketing efforts effectively. However, many e-commerce ventures have struggled to survive due to inadequate marketing strategies, leading to eventual bankruptcy. To address these challenges, especially for Small and Medium Enterprises (SMEs) operating in e-commerce, this research endeavors to develop a precision marketing model specifically for orebae.com. This model aims to serve as a framework for devising effective marketing strategies. Employing a machine learning approach, particularly utilizing a decision tree algorithm, the study focuses on analyzing customer preferences to enhance orebae.com's sales performance while minimizing marketing costs. The findings of this research demonstrate the efficacy of the precision marketing model in aligning orebae.com's marketing strategies with customer preferences, thereby facilitating sales growth and cost reduction.

Item Type: Article
Subjects: Q Science > QA Mathematics > QA75 Electronic computers. Computer science
Q Science > QA Mathematics > QA76 Computer software
Depositing User: Fadil Indra Sanjaya
Date Deposited: 15 Mar 2024 07:31
Last Modified: 15 Mar 2024 07:31
URI: http://eprints.uty.ac.id/id/eprint/15169

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