BKG

Kamal, Faisal (2017) Pengembangan Sistem Informasi Pemetaan Perilaku Pelanggan Dengan Prediktor Length, Recency, Frequency Dan Monetary (Studi Pada Bagian Marketing Radio Kalimaya Bhaskara). Sarjana thesis, Universitas Brawijaya.

Indonesian Abstract

Perusahaan menjadikan radio sebagai pilihan dalam memasarkan produk atau layanannya karena harga yang ditawarkan untuk pemasaran melalui radio relatif terjangkau dibanding media massa elektronik lainnya.Persaingan yang ada antar stasiun radio di Kota Malang, mengharuskan bagian marketing Radio Kalimaya Bhaskara memiliki target pencapaian pelanggan dalam hal penyiaran atau promosi kegiatan maupun produk. Karakteristik pelanggan yang berbeda-beda menyebabkan bagian marketing Radio Kalimaya Bhaskara hanya melakukan kunjungan ataupun komunikasi dengan pelanggan maupun calon pelanggan untuk membangun networking saja. Data transaksi pelanggan saat ini dimanfaatkan untuk mengetahui pelanggan teratas yang memiliki nilai monetary terbesar. Sementara pricing strategy yang dilakukan oleh radio pesaing membuka peluang bagi pelanggan untuk berpindah layanan. Untuk mengatasi permasalahan tersebut maka perlu adanya pemetaan terhadap pelanggan Radio Kalimaya Bhaskara dengan membagi pelanggan kedalam kelompok-kelompok yang homogen berdasarkan potensi dan karakteristik dari masing-masing pelanggan. Pemetaan atau segmentasi pelanggan tersebut dilakukan dengan memanfaatkan data transaksi pelanggan Radio Kalimaya Bhaskara yang kemudian diolah menggunakan metode LRFM (Length, Recency, Frequency, Monetary). Pengembangan sistem menggunakan system development life cycle v-model dengan mengimplementasikan 13 kebutuhan fungsional dan 1 kebutuhan non-fungsinal yang dihasilkan dari proses elisistasi kebutuhan sistem. Perancangan perangkat lunak menghasilkan sequence diagram, class diagram, perancangan database, perancangan antar muka dan perhitungan manual nilai LRFM terhadap data transaksi. Implementasi perancangan perangkat lunak menggunakan bahasa pemprograman PHP dan MySQL sebagai manajemen basis data pada sistem. Teknik pengujian yang dilakukan pada sistem meliputi unit testing , integration testing, system testing, acceptance testing dan security testing. Hasil dari unit testing terhadap 2 unit fungsi dapat disimpulkan bahwa struktur kedua unit fungsi mudah dipahami, mudah dilakukan pengujian, dan dapat mudah dilakukan implementasi. Hasil dari integration testing terhadap 2 unit fungsi menampilkan result yang sesuai dengan expected result, sehingga dapat dikatakan valid. Hasil dari system testing terhadap 13 kebutuhan fungsional sistem dan menampilkan result yang sesuai dengan expected result sehingga dapat dikatakan valid. Hasil dari acceptance testing, menyatakan bahwa stakeholder telah menyetujui semua fungsi yang telah dibangun pada sistem. Hasil dari security testing melakukan pengujian SQL Injection terhadap form login berhasil. Hasil perbandingan perhitungan nilai LRFM secara manual dan melalui sistem menampilkan hasil segmentasi pelanggan yang sama.

English Abstract

Companies make radio as an option in marketing their products or services because the price offered by radio is relatively affordable compared to other electronic mass media. Competition between radio stations in Malang, requires marketing of Radio Kalimaya Bhaskara has target customer achievement in terms of broadcasting or promotion activities and products. Different customer characteristics cause marketing of Radio Kalimaya Bhaskara only make visits or communicationswith customers and prospective customers to build networking only. Customer transaction data is now used to find out the top 5 customers who have the greatest monetary value. While pricing strategy conducted by radio competitors opens opportunities for customers to switch services. To overcome these problems it is necessary to mapping the customers of Radio Kalimaya Bhaskara by dividing the customers into homogeneous groups based on the potential and characteristics of each customer. Mapping customer or customer segmentation with utilizing data transactions Kalimaya Bhaskara Radio customers then processed using LRFM method (Length, Recency, Frequency, Monetary). Radio Kalimaya Bhaskara require a system that can segmentation their customer to identify potention and characteristic of each customer using LRFM (Length, Recency, Frequency, Monetary) method. Development of system using system development life cycle v-model to implement 13 functional requirements and 1 non-functional requirementresulting from elicitation process. Result of software design including sequence diagram, class diagram, design of database, design of interface, and calculation of LRFM value from transaction data. Implementation of software design using programming language PHP and MySQL as database management system. Testing technique on system including unit testing , integration testing, system testing, acceptance testing and security testing.Unit testing perform to 2 function unit and give an ouput that those function unit are easy to understand, easy to test and can easily to implement. Integration testing perform to 2 function unit and give a result that match with expected result, so it can be said valid. System testing perform to 13 functional requirements and the result match with expected result, so it can be said valid. Acceptance testing explain that stakeholder have approved all functions that have been provide on system. Security testing perform SQL Injection testing to login from and succeed. The comparison results of manually LRFM calculation and through the system give the same customer segmentation results.

Other Language Abstract

UNSPECIFIED

Item Type: Thesis (Sarjana)
Identification Number: SKR/FTIK/2017/699/051708211
Uncontrolled Keywords: Radio Kalimaya Bhaskara, Customer Relationship Management, Analytical CRM, LRFM, V-Model
Subjects: 000 Computer science, information and general works > 006 Special computer methods > 006.2 Special-purpose systems > 006.24 Automatic identification and data capture (AIDC) > 006.245 Radio frequency identification
Divisions: Fakultas Ilmu Komputer > Sistem Informasi
Depositing User: Yusuf Dwi N.
URI: http://repository.ub.ac.id/id/eprint/3579
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