%0 Thesis
%9 Skripsi
%A Nur Rahmawati, Cani
%A Tita Tosida, Eneng
%A Mulyati
%A Universitas Pakuan,
%A Fakultas MIPA,
%A Ilmu Komuter,
%B Ilmu Komputer
%D 2020
%F eprintsunpak:666
%I Universitas Pakuan
%T CUSTOMER CLUSTER MODEL TO DETERMINE BUSINESS   OPPORTUNITY BY HIERARCHYCAL METHOD
%U http://eprints.unpak.ac.id/666/
%X Abstract  The hotel and resort business is a business that has been very strongly affected by the Covid-19 pandemic. The   decline in occupancy rates encourages entrepreneurs to be able to map business opportunities and business strategies   that are fast and on target. The main objective of this research is to create a customer cluster model for a hotel and   resort in Sukabumi, West Java, Indonesia. The cluster model is used to map business opportunities and determine   business strategies. The customer cluster model is carried out using the Hierarchical Clustering method. The   attributes involved in this study include program, type of transportation, type of package, nationality, age, customer   classification and visit status. The most optimal number of customer clusters is 3 clusters, with a Davies Bouldin   Index value of 0.262. Based on the customer cluster model, 3 business opportunities are selected : basic service   compliment with dinner or yoga, basic service compliment with hiking to village or crater, and basic service   compliment with body treatment. The business strategies that have been mapped are on-line promotion, remarketing,   regional marketing, incentives, and customer loyalty programs.  Keywords:  Business opportunity, Customer Cluster, Hierarchical Clustering, Business Strategy