Jurnal Ekonomi
Vol. 11 No. 02 (2022): Jurnal Ekonomi, Periode September 2022

CUSTOMER'S RESPONSES TOWARDS IN-VEHICLE COUPON RECOMMENDATION AN IMPLEMENTATION OF BUSINESS ANALYTICS CONCEPT

Genesis Sembiring Depari (Fakultas Ekonomi dan Bisnis, Universitas Pelita Harapan Medan)
Efin Shu (Fakultas Ekonomi dan Bisnis, Universitas Pelita Harapan Medan)
Cut Alya Fachriza (Fakultas Ekonomi dan Bisnis, Universitas Pelita Harapan Medan)
Joceline Chow (Fakultas Ekonomi dan Bisnis, Universitas Pelita Harapan Medan)
Jerica Wijaya (Fakultas Ekonomi dan Bisnis, Universitas Pelita Harapan Medan)
Ryanto Winata (Fakultas Ekonomi dan Bisnis, Universitas Pelita Harapan Medan)

Article Info

Publish Date
24 Sep 2022

Abstract

Marketers are constantly searching for innovative tactics to increase sales performance. One of the most popular methods is through offering coupons to potential customers. However, selecting the most potential customers is not an easy task. Customer selection and segmentation become urgently important for business. To tackle these problems, an application of business analytics method is introduced. Besides, 3 machine learning algorithms such as random forest, naive bayes, and decision tree were utilized in predicting the likelihood of coupon to be accepted by users. Eventually, Random forest was found as the most accurate algorithm with the highest prediction accuracy

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Journal Info
Jurnal Ekonomi
Website

Abbrev

Ekonomi

Publisher

SEAN INSTITUTE

Subject

Economics, Econometrics & Finance Social Sciences

Description

Journal Ekonomi is a peer-reviewed journal that publishes scientific articles that are the results of original scientific research (top priority) and new scientific review articles (not priority) from various academics and researchers that have not been published elsewhere, including: 1. Accountancy ...