Customer Segmentation Using K-Means Clustering with SPSS Program in a Case Study of Consumer Interest in Current Coffee Shop

Coffee Culture in Dublin: A Brief History

Coffee consumption in Indonesia continues to increase in 2014-2018, making entreprereneurs interested in establishing coffee shops with different classifications. The number of businesses engaged in similar fields has led to competition among coffee shop entrepreneurs. One effort in facing competition is by knowing consumer preferences in order to form the right market segmentation. Lifestyle developments and mindset make almost all generations ever drink coffee including generation Z, which is the youngest potential consumer because it has unique characteristics. Kelurahan Lebak Gede is a place of activity for the Z generation because there are many coffee shops and close to schools or universities. The purpose of this study is to identify the characteristics of generation Z coffee consumers based on demographics, psychography, coffee shop attributes, and identify differences between large coffee shop consumers and small coffee shops consumers. The selection of samples in this study used systematic random sampling techniques with a sample of 88 at a large coffee shop and 68 at a small coffee shop. The analysis used is descriptive analysis, and discriminant analysis. The research results show that there are significant differences in the characteristics of age, consumption intensity, time spent in the coffee shop, and visiting time.

The coffee shop industry has experienced heightened competitiveness, propelled by the consistent growth in coffee consumption and production. Evolving beyond mere purveyors of coffee, these establishments have become significant social hubs, especially among student communities. This study aims to explore the impact of digital marketing and service quality on consumer preferences within the coffee shop landscape in Kota Malang, Indonesia.. The evaluation of service quality employs the "SERVQUAL" theory, encompassing five dimensions, while digital marketing, utilizing technology and social media for product promotion, is grounded in the 4P theory. Employing nonprobability sampling, the study gathered responses from 162 participants aged 12-27 residing in Malang City, frequenting various coffee shops. Utilizing the Smart PLS 3.0 program, the data underwent rigorous analysis, passing validity, reliability, normalcy, linearity, and multicollinearity tests. The study investigates the influence of digital marketing (X1) and service quality (X2) on customer preferences through path analysis (Y). The findings indicate that both digital marketing and service quality exhibit partial yet significant effects on customer preferences. Simultaneously, when considered together, these variables exert a noteworthy positive influence on customer preferences, with service quality emerging as the most impactful determinant.

Increase customer loyalty by grouping customers into several groups and determining appropriate and effective marketing strategies for each group. Customer segmentation can be done through the clustering method. This research aims to analyze customer Recency, Frequency and Monetary (RFM) from the segmentation results of 5 contemporary coffee shops, namely Janji Jiwa, Kopi Kenangan, Tomoro Coffee, Fore Coffee, and Fami Cafe, from Persona Analysis Research and segmentation of consumer interest in contemporary coffee shops. Previously it could be summarized that cluster 3 or potential customers were the targets of the research by implementing appropriate marketing strategies based on the characteristics and profiles of the respondents. This cluster consists of 31 respondents, most of whom are women aged 24-28 years with a bachelor's degree and work as private employees in Jakarta. Interestingly, cluster 3 is divided between coffee fans and those who don't like coffee. Respondents in this study tended to prefer Tomoro Coffee, while those who didn't like coffee preferred Fami Cafe. In cluster 3, there are 29 people who are active Instagram users. The analysis used includes descriptive analysis where the data used is primary data. The data collection technique used is the observation method and distributing questionnaires to customers who are in cluster 3. The results of the research show that based on the results of the revenue segmentation analysis for the Tomoro Coffee and Fami Cafe coffee shops, it can be concluded that customers in cluster 3 consist of 3 segments. namely recency 3 which consists of 16 active customers who are very loyal and faithful. The strategy to retain these customers is by personalizing customer data to understand product/service shortcomings and knowing customer individual preference needs in order to attract them back. Keywords: Frequency, Monetary, Recency.

Purpose– In recent years, social media have attracted considerable attention. Hence, the purpose of this paper is to conduct a critical literature review of social media research with the aim of developing a conceptual framework to explain how social media applications are supported by various social media tools and technologies and underpinned by a set of personal and social behavior theories or models.Design/methodology/approach– This study adopted a two-stage approach. The first stage involves a critical literature review of academic journals in social media research, followed by the proposal of a conceptual framework that highlights the tools and technologies as well as theories and models that serve as the foundation of social media applications. The second stage involves the use of an actual case to demonstrate how the proposed framework facilitates the development of a social media application for a regional division of an international non-government organization.Findings– The literature review indicated that social media have been applied in diverse business areas with the support of various social media tools and technologies and underpinned by a range of personal and social behavior theories and models. Based upon such findings, a conceptual social media application framework was devised and its usability illustrated via a real-life case study. Managerial implications are also discussed.Research limitations/implications– Social media covers a wide range of research topics and thus, the literature review presented in this study may not be exhaustive. Nevertheless, the proposed framework and case study can both serve as reference for future research and provide recommendations for practitioners in the design and development of their own social media applications.Practical implications– This study not only explains the importance of applying social media in various business sectors, but also enhances the understanding of the infrastructure of social media applications. The study also provides insights for improving the efficiency of application solutions. Organizations are advised to adopt social media in their business based on the proposed conceptual framework.Originality/value– With a literature review of social media research and a real-life case study, this study presents a conceptual framework using extant theories and models to form a foundation for social media applications. The framework extends existing knowledge on the design and development of information systems.

This study aims to examine the influence of Social Media Marketing Instagram, service quality, and brand image on purchasing decisions at Coffee Shop Labricca.Id in Samarinda. This research used a quantitative approach with a survey technique using a questionnaire distributed to 100 consumer respondents, both male and female, who have made purchases at Coffee Shop Labricca.Id more than once. The sampling technique used was purposive sampling based on the Slovin formula. The collected data were analyzed using validity tests, reliability tests, classical assumption tests, multiple linear regression tests, and hypothesis tests. The results of the analysis show that Instagram social media marketing, service quality, and brand image have a positive and significant influence on purchasing decisions at Coffee Shop Labricca.Id in Samarinda. These findings indicate that effective use of Instagram social media marketing, providing good service quality, and building a positive brand image can enhance consumer purchasing decisions at Coffee Shop Labricca.Id. The practical implication of these findings is that Coffee Shop Labricca.Id needs to pay attention to and improve their social media marketing strategies, service quality, and brand image to enhance consumer purchasing decisions.

This research aims to analyze customer segmentation in energy resource companies using the K-Means Clustering method. In the era of increasingly fierce business competition, a deep understanding of customer preferences and behavior is crucial for companies to design effective marketing strategies. Customer data, including purchase frequency, customer service field, company type and geographic location, were collected and analyzed using the K-Means Clustering algorithm. The analysis results showed the formation of homogeneous customer groups, allowing the company to identify the distinctive characteristics of each group. Five main groups were formed from the processed customer data using SPSS. The first group consists of scarlett's facial wash lovers who are dominated by women with an average age of 31 years, earning an average income of Rp15 million per month who live outside Jakarta and work as private employees. This group recognizes the majority of scarlett products from Tiktok. The second group consists of scarlett serum lovers who are dominated by women with an average age of 32 years, earning an average income of IDR 23 million per month who live in South Jakarta and work as private employees. This group also recognizes the majority of scarlett products from Tiktok. The third group consists of scarlett's shower scrub lovers who are dominated by single women with an average age of 31 years, earning an average income of IDR 10 million per month who live in South Jakarta and work other than private employees. This group recognizes scarlett products mostly from Instagram. The fourth group consists of scarlett's body lotion lovers who are dominated by women with an average age of 32 years, earning an average income of IDR 19 million per month who live outside Jakarta and work as private employees. This group recognizes the majority of scarlett products from Instagram. The fifth group consists of scarlett's body scrub lovers who are dominated by women with an average age of 28 years, with an average income of IDR 6.5 million per month who live in South Jakarta and work as entrepreneurs. This group recognizes the majority of scarlett products from Tiktok. The implementation of marketing strategies based on the results of this analysis shows that Scarlett needs to use cluster 2 as its target segment in order to continue to increase its revenue. Because by choosing this cluster, Scarlett will find it easier to design its marketing strategy, namely by increasing social media strategies by involving creative content and collaboration on the Tiktok platform, offering promotions and special offers for customers who buy Serum. Scarlett could present a special bundle offer for the product or provide points that can be redeemed for further discounts or free products after reaching a certain amount and since cluster 2 is predominantly in the South Jakarta area, focus the marketing campaign in that area. Scarlett's value proposition lies in the use of brand ambassadors, digital marketing, product quality and brand trust. Thus, this study concludes that customer segmentation analysis using K-Means Clustering brings strategic benefits to scarlett sellers. A deeper understanding of customers enables sellers to improve the relevance of marketing strategies, achieve better customer satisfaction, and remain responsive to changes in the business environment.

The growth in size of coffee shops in Indonesia, makes people do not recognize the coffee shop brand that exists. Therefore, it is important for business to build brand awareness so that it is better known by the public. With the rapid development social media today, many coffee shops are using social media to attract consumers and market their products. The goal of this research is to describe brand awareness on Instagram social media in the coffee shop business. Secondly to describe does social media the coffee shop brand has maintained customer relationships through its content on social media and the last one is by giving recommendation to a coffee shop for using digital marketing strategy. This research uses Secondary Data and Content Analysis methods to collect all the data needed. Author can conclude that digital marketing is very important moreover when running a coffee shop business, for that coffee shop can build their brand awareness. Author recommendations are post content every day, utilize the Instagram Story feature and Highlight, using general hashtag, and do collaboration. The data that author been analyze every top local coffee shop in Indonesia already had their own marketing strategy in social media however their engagement that they obtained still low.

Purpose: This research aims to examine the influence of Sharia financial literacy, e-commerce, payment gateways, and Media Social on the performance of UMKM (coffee shops) in Medan City. Design/Method/Approach: The research method uses a quantitative approach with multiple linear regression analysis techniques and is processed using SPSS. The research sample consists of 105 respondents, selected based on predetermined criteria: UMKM coffee shop entrepreneurs. Findings: Sharia Financial Literacy has a significant influence because it helps MSME actors manage their finances more wisely and use Sharia principles, thereby increasing efficiency and consumer trust. Payment Gateway also has a considerable impact as it facilitates fast and secure digital transactions, which are essential in today’s cashless society. Social Media is likewise substantial because it is a low-cost promotional tool with a broad reach, enabling MSMEs to build social relationships and a strong brand image. E-commerce does not significantly influence, possibly because not all MSME coffee shops in Medan have fully optimized e-commerce platforms due to limitations in technology, knowledge, or consumer preferences that still lean toward offline transactions. Originality/Values: The originality of this study lies in its integrated analysis of Sharia financial literacy, e-commerce, payment gateways, and social media in the specific context of coffee shop MSMEs in Medan City, offering a holistic view rarely explored in previous research. The findings can be implemented by promoting Sharia-based financial education, encouraging digital payment systems, and providing social media marketing training. Given the low impact of e-commerce, targeted digital transformation programs are needed to overcome local technological and knowledge barriers. These steps can help stakeholders support the sustainable growth of MSMEs in urban Muslim communities.

The development of technology and the internet has brought significant changes in the way people interact, communicate, and make purchasing decisions. In Surabaya, as one of the big cities in Indonesia, this coffee shop phenomenon is very visible. Many new coffee shops have sprung up, each with different concepts and target markets. Competition between coffee shops is getting tighter, encouraging them to continue to innovate and improve their marketing strategies, especially through social media and collaboration with influencers. The purpose of this study was to determine the effect of Social Media Communication, Service Quality, Consumer Satisfaction, Brand Love, Self-Esteem on Behavioral Intentions of Coffeeshop consumers in Surabaya. The research method used in this study is a quantitative method with data collection through a questionnaire using a Likert scale with a survey that has been conducted on 100 respondents with the criteria of visitors and have visited a coffee shop in Surabaya. The data obtained were then analyzed using SEM analysis using PLS 4.0 software. Based on the results of testing as many as eight hypotheses out of fourteen hypotheses accepted.

This study investigates the effects of coffee shop’s selection attributes and brand consciousness on the type of coffee shop’s store(Franchise coffee shop/Roastery coffee shop) that customers choose. In addition, this study examines the moderating role of brand consciousness in the relationship between coffee shop’s selection attributes and coffee shop’s store selection. In order to achieve the research objectives, a total of 251 effective questionnaires were obtained from customers who reside in Seoul and Gyung-gi Province area. Binary logistic regression analysis were conducted to test proposed hypotheses. First, the results showed that customers who considered the quality of coffee more chose a Roastery coffee shops, while customers who considered the service quality and customer benefits more chose a franchise coffee shops. Second, brand consciousness played a moderating role in the relationship between coffee shop’s attributes and coffee shop’s store type: In the low consciousness group, the customers who put a quality of coffee chose a roastery coffee shop while those who faver brand chose a franchise coffee shop. In the high consciousness group, physical environment and quality of coffee are the first priority in choosing a roastery coffee shop whereas customer benefits seemed more important to those who chose franchise coffee shop, although service quality and diversity factors at all to either group. The study provides academic and practical implications for the coffee shop industry in Korea.

The increased use of social media among high school students has a positive and negative impact on academic achievement. This can be seen from changes in learning patterns, concentration levels, and students' motivation in participating in learning activities. This study aims to classify student learning achievement based on the level of social media use using the K-Means Clustering algorithm. K-Means Clustering is one of the main methods in data mining. which is a technique of grouping data based on the similarity of its characteristics. The parameters used in analyzing this study are Social Media Duration (X1), Active Time (X2), Main Platform (X3), Main Goal (X4), Social Media Access Time While Learning (X5), Social Media Addiction (X6), Social Media Addiction Level (X7), Number of Study Groups (X8) and Academic Average (X9). Based on the K-Means Clustering method, it has been proven to be able to group students based on the level of social media use. These results can be seen from the cluster category C0 (High) with 46 students, C1 (medium) with 80 students, and C2 (Low) with 72 students. The contribution of this research benefits students by helping them understand the relationship between social media usage habits and learning achievement, so as to encourage more effective time management.

Coffee shop business opportunities show a positive trend, encouraging business actors to set up new coffee shops. The growth of coffee shops causes competition to become increasingly high. Therefore, coffee shop management must strengthen the main variables in its business. The main variables in a coffee shop include barista, product, price, atmosphere, social media, and customer satisfaction. This research aims to determine and describe the variable conditions of barista, product, price, atmosphere, social media, and consumer satisfaction. The research location is Tangerang City, Banten Province, Republic of Indonesia, considering that the area is included in lowland topography and many modern coffee shops are standing. The research was conducted in July-September 2023 with a sample size of 131 respondents. The research design is descriptive, using survey methods. Data analysis uses confirmatory factor analysis (CFA) instruments and the calculation of variable scores, which are compared with expected scores. The research results show that the condition of the barista is in the very skilled category (83.57%), the condition of the product is in the outstanding category (82.33%), the condition of the coffee shop atmosphere is in the very comfortable category (83.77%), the condition of the price is in the very affordable category (83.17%), social media conditions are in the outstanding category (81.76%), and consumer satisfaction conditions are in the very satisfied category (81.50%). The results of this research are very useful in planning/determining coffee shop business management strategies to win competition in the lowlands.

The increasing trend and public interest in coffee shops, also known as cafes. One of the cafes named Kopi KurangLebih has great potential to attract customers due to its strategic location, high-quality menu, and aesthetic ambiance. Although Kopi KurangLebih already has an Instagram account to showcase its content and engage with followers, the information provided is limited and lacks proper organization. Visitors to the coffee shop struggle to make menu choices due to the absence of a platform to display the available options. To address these challenges and improve the quality of service, a website is needed to document and present information that assists customers in making menu selections. The current reliance on social media as a source of information for coffee shops is inefficient and temporary, as the information shared only appears briefly on users' timelines. Hence, the development of an attractive and informative website for Kopi KurangLebih becomes necessary. The website should be designed according to user needs and the resources available to Kopi KurangLebih. By utilizing a digital information medium in the form of a website, potential customers can access and obtain information easily, thereby increasing their interest and purchasing power. The research also applies the Three Circles method and incorporates various UX Law principles into the user interface (UI) design. Through observations and analysis, the research identifies the values of Kopi KurangLebih, customer needs, and competitor values. This research successfully built a UI prototype of the KURLEB website, transforming it into an effective digital platform for promoting, storing, and providing information about Kopi KurangLebih. It also achieved a good user experience by providing relevant information, intuitive navigation, and appealing visual aesthetics. With a well-designed UI and the applied principles of UX Law, this website delivers a positive user experience, enhances customer engagement, and contributes to the sustainable marketing of Kopi KurangLebih as a local coffee shop brand.

This study aims to (1) Identify the general characteristics of consumer in making purchasing decisions for Coffee Shop in West Tanjab District, (2) Analyze the factors that influence consumer purchasing decisions for Coffee Shop in West Tanjab District. This study was conducted using purposive sampling method in coffee shops in the West Tanjab district. The analysis method used in this research is the descriptive analysis and the data analysis technique used in this research is Structural Equation, Model, Partial Least Square (SEM-PLS). The results of this study show that the characteristics of the majority of consumers are male, have an age of 20-24, the last level of education is high school with an income of IDR. 1,920,000 - IDR. 2,940,000. Factors that influence purchasing decisions for coffee shop in West Tanjab District are internal factors (age, income, education level, marital status, culture) and external factors (family, environment, social media) as well as internal and external factors through coffee shop moderation variables (facilities, service quality and design).