Analisis Pola Konsumsi Mahasiswa STIKOM CKI pada Wattpad Ditinjau dari Frekuensi, Durasi, Keterlibatan (Engagement), dan Preferensi Genre Cerita

Wattpad is a digital platform that offers a variety of stories and enables users to not only read but also interact with writers and other readers. The usage patterns of Wattpad among students exhibit diverse characteristics, including access frequency, reading duration, engagement level, and genre preference. This study aims to analyze and categorize the consumption patterns of Wattpad stories among STIKOM CKI students based on these four characteristics using the K-Means Clustering algorithm. The research employs a descriptive-exploratory quantitative approach, with data collected through a five-point Likert scale questionnaire consisting of 15 statement items. A total of 30 respondents were used for instrument testing, while 80 respondents served as the main data set. The analysis process includes data examination, variable score formation, and standardization using Z-score. The results reveal two optimal clusters: Cluster 0 (65% of respondents), categorized as active and engaged readers, and Cluster 1 (35% of respondents), categorized as passive or selective readers. The preference for the teenage romance genre emerged as the indicator with the highest average score. These findings indicate that the consumption patterns of stories among students are not uniform, suggesting that clustering approaches can be utilized for a more comprehensive segmentation of reader behavior.