Abstract
Customer loyalty is an important factor to the survival of a company. The problem facting today is related to the descreasing number of customer loyalty that happened to PT MNC Play. If this is allowed to continue it is not impossible this will endanger the continuity of the company’s business. Keep in mind the factors that cause customers to have loyal and disloyal status, data mining classification techniques can be used to classify loyal and disloyal customers. Many data mining classification algorithms can be used, so it needs to be comparative to know the accuracy of each algorithm, the algorithem used is C4.5 and Naïve Bayes. The data used were 28,899MNC Play customer of Semarang City. The results of the classification process were evaluated using cross validation, confusion matrix, ROC Curve to find the more accurate data mining classification algorithm to determine loyal and disloyal customers. Keywords: Classification, Customers Loyalty, Naïve Bayes, C4.5.
Highlights
Loyalitas pelanggan adalah kesetiaan seseorang terhadap suatu barang atau jasa tertentu.Tingkat loyalitas pelanggan yang mereka miliki merupakan aset perusahaan yang berharga nilainya
Customer loyalty is an important factor to the survival of a company
The problem facting today is related to the descreasing number of customer loyalty
Summary
Loyalitas pelanggan adalah kesetiaan seseorang terhadap suatu barang atau jasa tertentu. Tingkat loyalitas pelanggan yang mereka miliki merupakan aset perusahaan yang berharga nilainya. Loyalitas pelanggan akan menjadi kunci sukses, tidak hanya dalam jangka pendek tetapi keunggulan bersaing secara berkelanjutan. MNC Play adalah salah satu perusahaan penyedia jasa internet provider di kota Semarang. Masalah loyalitas pelanggan yang terjadi di MNC Play saat ini adalah banyaknya pelanggan yang sudah tidak menggunakan layanan internet dari MNC Play dan memilih tidak berlangganan lagi. Received August 08, 2020; Revised January 05, 2021; Accepted January 27, 2021
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