Prediksi Pemasaran Langsung Menggunakan Metode Support Vector Machine

Yuni Eka Achyani

Abstract


AbstractDirect marketing is a typical strategy to increase business. The company uses direct marketing when targeting customer segments with their contact to fulfill a specific purpose. Direct marketing is one way that can be used to predict potential customers who open deposits at the bank. Direct marketing became a very important application in data mining today. Data mining is widely used in direct marketing to identify potential customers for new products, using the purchase history data, predictive models can be used to measure that customers will respond to a given promotion or offer. One method that is most widely used method of support vector machine. In this study will be used method of support vector machine for prediction of direct marketing. After testing the results obtained is a support vector machine produces an accuracy value of 88.71%, 89.47% and a precision value AUC value of 0.896 with a value of classification accuracy was very good (excellent clasification). Based on these results it can be concluded that the use of support vector machine method can be used for precise and accurate prediction of direct marketing.

 

Keywords : Prediction, Direct Marketing, Support Vector Machine.

 

Abstrak Pemasaran langsung merupakan strategi yang khas untuk meningkatkan bisnis. Perusahaan menggunakan pemasaran langsung bila menargetkan segmen pelanggan dengan menghubungi mereka untuk memenuhi tujuan tertentu. pemasaran langsung merupakan salah satu cara yang dapat digunakan untuk memprediksi nasabah yang berpotensi membuka simpanan deposito pada bank tersebut. Pemasaran langsung menjadi aplikasi yang sangat penting dalam data mining saat ini. Data mining  secara luas telah digunakan dalam pemasaran langsung untuk mengidentifikasi calon pelanggan untuk produk baru, dengan menggunakan data histori beli, model prediktif dapat digunakan untuk mengukur bahwa pelanggan akan menanggapi promosi atau tawaran yang diberikan. Salah satu metode yang paling banyak digunakan adalah metode  support vector machine. Dalam penelitian ini akan digunakan  metode  support vector machine untuk prediksi pemasaran langsung. Setelah dilakukan pengujian maka hasil yang didapat adalah support vector machine menghasilkan nilai akurasi sebesar 88,71 %, nilai precision 89,47%   dan nilai AUC sebesar 0,896 dengan nilai akurasi klasifikasi sangat baik (excellent clasification). Berdasarkan hasil tersebut dapat disimpulkan bahwa penggunaan metode support vector machine dapat digunakan secara tepat dan akurat untuk prediksi pemasaran langsung.

 

Kata Kunci— Prediksi, Pemasaran Langsung,  Support Vector Machine.


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DOI: https://doi.org/10.31294/jtk.v3i2.1719

ISSN2550-0120

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