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Vol. 3 No. 2 (2026) • Articles
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Klasterisasi Karakteristik Pengguna E-Commerce Berdasarkan Profil Pengguna Menggunakan Algoritma K-Prototypes

Gala Di Akbar
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Mira Afrina
Sriwijaya University image/svg+xml
Purwita Sari
Sriwijaya University image/svg+xml
Ken Dhita Tania
Sriwijaya University image/svg+xml
Rizka Dhini Kurnia
Sriwijaya University image/svg+xml
Lucky Indra Kesuma
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Published: November 25, 2026 Pages: 317-328
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Abstract

Accurate customer segmentation supports more personalized e-commerce marketing. However, the Recency, Frequency, Monetary (RFM) model focuses on transaction history and may not fully capture shopping motivation or the share of a consumer’s spending allocated to e-commerce (Share of Wallet/SoW). This study aims to cluster e-commerce users based on transaction profiles and consumer behavior using the K-Prototypes algorithm. Data were collected from 198 e-commerce users in Palembang, Indonesia. The clustering variables included RFM, SoW, shopping motivation, and product-category preferences, while age category was used for follow-up analysis. The Elbow Method and Silhouette Score supported a four-cluster solution. The resulting personas were High-Value Promo Hunters, Routine Pragmatic Shoppers, Passive Micro-Spenders, and Urgent Big-Ticket Buyers. The Chi-square test indicated a significant association between age category and persona, with Cramér’s V of 0.274. This suggests that age is associated with shopping patterns but does not fully determine consumer profiles. The findings can inform more targeted promotions and user-experience design. The study is limited to 198 respondents from Palembang, so the findings may not represent e-commerce users in other regions.

Keywords:
E-Commerce K-Prototypes Share of Wallet Generational Cohort
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Author Biographies
Gala Di Akbar Sriwijaya University

Program Studi Sistem Informasi, Fakultas Ilmu Komputer, Universitas Sriwijaya, Kota Palembang, Provinsi Sumatera Selatan, Indonesia.

Mira Afrina Sriwijaya University

Program Studi Sistem Informasi, Fakultas Ilmu Komputer, Universitas Sriwijaya, Kota Palembang, Provinsi Sumatera Selatan, Indonesia.

Purwita Sari Sriwijaya University

Program Studi Sistem Informasi, Fakultas Ilmu Komputer, Universitas Sriwijaya, Kota Palembang, Provinsi Sumatera Selatan, Indonesia.

Ken Dhita Tania Sriwijaya University

Program Studi Sistem Informasi, Fakultas Ilmu Komputer, Universitas Sriwijaya, Kota Palembang, Provinsi Sumatera Selatan, Indonesia.

Rizka Dhini Kurnia Sriwijaya University

Program Studi Sistem Informasi, Fakultas Ilmu Komputer, Universitas Sriwijaya, Kota Palembang, Provinsi Sumatera Selatan, Indonesia.

Lucky Indra Kesuma Sriwijaya University

Program Studi Sistem Informasi, Fakultas Ilmu Komputer, Universitas Sriwijaya, Kota Palembang, Provinsi Sumatera Selatan, Indonesia.

How to Cite
Di Akbar, G., Afrina, M., Sari, P., Tania, K. D., Kurnia, R. D., & Kesuma, L. I. (2026). Klasterisasi Karakteristik Pengguna E-Commerce Berdasarkan Profil Pengguna Menggunakan Algoritma K-Prototypes. Jurnal Manajemen Dan Teknologi, 3(2), 317-328. https://doi.org/10.63447/jmt.v3i2.2128
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This work is licensed under a Copyright (c) 2026 Gala Di Akbar, Mira Afrina, Purwita Sari, Ken Dhita Tania, Lucky Indra Kesuma .

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