<mets:mets OBJID="eprint_32358" LABEL="Eprints Item" xsi:schemaLocation="http://www.loc.gov/METS/ http://www.loc.gov/standards/mets/mets.xsd http://www.loc.gov/mods/v3 http://www.loc.gov/standards/mods/v3/mods-3-3.xsd" xmlns:mets="http://www.loc.gov/METS/" xmlns:mods="http://www.loc.gov/mods/v3" xmlns:xlink="http://www.w3.org/1999/xlink" xmlns:xsi="http://www.w3.org/2001/XMLSchema-instance"><mets:metsHdr CREATEDATE="2026-07-31T16:22:27Z"><mets:agent ROLE="CUSTODIAN" TYPE="ORGANIZATION"><mets:name>EPrints Universitas Amikom Yogyakarta</mets:name></mets:agent></mets:metsHdr><mets:dmdSec ID="DMD_eprint_32358_mods"><mets:mdWrap MDTYPE="MODS"><mets:xmlData><mods:titleInfo><mods:title>PENERAPAN ALGORITMA CLUSTERING UNTUK&#13;
MENENTUKAN STRATEGI MARKETING DENGAN &#13;
MENGGUNAKAN AGGLOMERATIVE HIERARCHICAL&#13;
CLUSTERING</mods:title></mods:titleInfo><mods:name type="personal"><mods:namePart type="given">Galih</mods:namePart><mods:namePart type="family">Wiyatno</mods:namePart><mods:role><mods:roleTerm type="text">author</mods:roleTerm></mods:role></mods:name><mods:abstract>Perkembangan zaman yang semakin pesat telah membawa perubahan&#13;
signifikan dalam dunia ekonomi dan persaingan bisnis. Kondisi ini menuntut&#13;
perusahaan untuk mampu merancang dan menerapkan strategi pemasaran yang&#13;
efektif guna menarik serta mempertahankan pelanggan. Salah satu pendekatan yang&#13;
dapat digunakan untuk memahami karakteristik pelanggan adalah analisis&#13;
segmentasi menggunakan metode clustering. Penelitian ini menerapkan metode&#13;
Agglomerative Hierarchical Clustering (AHC) untuk mengelompokkan pelanggan&#13;
berdasarkan kesamaan karakteristik data. Hasil analisis menunjukkan bahwa cluster&#13;
yang dihasilkan memiliki kualitas yang sangat baik, sehingga mampu&#13;
menggambarkan segmentasi pelanggan secara jelas. Kualitas cluster tersebut&#13;
berpengaruh signifikan terhadap perumusan strategi pemasaran yang lebih tepat&#13;
sasaran, efisien, dan berbasis data.</mods:abstract><mods:classification authority="lcc">004 Pemrosesan data dan ilmu komputer</mods:classification><mods:classification authority="lcc">330 Ekonomi</mods:classification><mods:originInfo><mods:dateIssued encoding="iso8061">2026-01-26</mods:dateIssued></mods:originInfo><mods:originInfo><mods:publisher>Universitas AMIKOM Yogyakarta;Fakultas Ilmu Komputer</mods:publisher></mods:originInfo><mods:genre>Thesis</mods:genre></mets:xmlData></mets:mdWrap></mets:dmdSec><mets:amdSec ID="TMD_eprint_32358"><mets:rightsMD ID="rights_eprint_32358_mods"><mets:mdWrap MDTYPE="MODS"><mets:xmlData><mods:useAndReproduction>
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