Analysis of Public Interest in Smartfren SIM Cards using the K-Nearest Neighbors Method

  • Shoalihin Shoalihin Departement of Management, Sekolah Tinggi Ilmu Ekonomi Yapis, Dompu, West Nusa Tenggara, Indonesia
  • Yeye Suhaety Departement of Management, Sekolah Tinggi Ilmu Ekonomi Yapis, Dompu, West Nusa Tenggara, Indonesia
  • Atun Lestari Departement of Management, Sekolah Tinggi Ilmu Ekonomi Yapis, Dompu, West Nusa Tenggara, Indonesia
Keywords: Service Quality, Location, Customer Satisfaction and Customer Loyalty.

Abstract

The use of Smartfren SIM cards is increasing along with the public's need for fast and stable internet services. However, a deep understanding of public interest in the SIM card is necessary to optimize marketing strategies and increase sales. Proper analysis can help companies identify potential target markets and develop effective marketing strategies. We chose the K-Nearest Neighbors method to analyze public interest in using Smartfren SIM cards. This study aims to develop and evaluate the K-Nearest Neighbors model in predicting public interest in using Smartfren SIM cards. This study uses a dataset containing information about Smartfren SIM card users. We divide the data into two sets: a training set for model building and a test set for evaluating model performance. We apply the K-Nearest Neighbors method to classify the data into two categories: interested and not interested. We evaluate the model performance using accuracy, precision, recall, and F1-score metrics. We present the evaluation results as a confusion matrix. The developed K-Nearest Neighbors model showed excellent performance with an accuracy of 94.29%, a precision of 94.20%, a recall of 100%, and an F1-score of 97.01%. These results indicate that the K-Nearest Neighbors model is effective in predicting people's interest in Smartfren SIM cards. The high recall value indicates that the model is able to identify all interested individuals without missing any, while the high precision value indicates that the model rarely makes false positive prediction errors. This study concludes that the K-Nearest Neighbors method is very effective for use in analyzing people's interest in using Smartfren SIM cards. We can rely on the developed model's strong performance for real-world applications in marketing strategies.

Downloads

Download data is not yet available.

References

M. A. Firdaus, Ediyanto, and L. Tulhusnah, “Pengaruh Lokasi Dan Kualitas Makanan Terhadap Loyalitas Konsumen Dengan Kepuasan Konsumen Sebagai Variabel Intervening Pada Warung Tanjung di Situbondo,” J. Mhs. Entrep., vol. 20, no. 1, pp. 22–36, 2022.

A. S. T. Cahyo, L. Tulhusnah, and T. D. Pramitasari, “Pengaruh Kualitas Pelayanan Dan Lokasi Terhadap Loyalitas Pelanggan Dengan Kepuasan Konsumen Sebagai Variabel Intervening Pada Cafe And Resto Azalea,” J. Mhs. Entrep., vol. 1, no. 6, pp. 1234–1248, 2022.

M. M. Qomarsyah, Mahyarni, and M. Romus, “Pengaruh Kualitas Produk dan Pelayanan Terhadap Loyalitas Nasabah Melalui Kepuasan Nasabah sebagai Variabel Intervening Pada Koperasi Syariah BMT Al-Ittihad Pekanbaru,” J. Bisnis Kompetif, vol. 2, no. 1, pp. 31–39, 2023.

J. Pérez-Morón et al., “Effect of Service Quality and Customer Satisfaction on Customer Loyalty: A case study of Starbucks in Malaysia,” Int. J. Tour. Hosp. Asia Pasific, vol. 5, no. 1, pp. 62–74, 2022, doi: 10.32535/ijthap.v5i1.1402.

A. I. Syafiudin, M. Rizal, and I. Athia, “Pengaruh Cita Rasa, Suasana Cafe, Lokasi, Dan Customer Experience Terhadap Loyalitas Pelanggan,” e – J. Ris. Manaj., vol. 13, no. 01, pp. 830–840, 2024.

S. Monica and T. Ramadhan, “Pengaruh Kualitas Pelayanan dan Lokasi Terhadap Loyalitas Konsumen dengan Kepuasan Konsumen sebagai Variabel Intervening,” KALBISIANA J. Mhs. Inst. Teknol. dan Bisnis Kalbis, vol. 8, no. 4, pp. 3749–3763, 2022, [Online]. Available: http://repository.upiyptk.ac.id/2359/

Abdullah Alkraiji and N. Ameen, “The Impact of Service Quality, trust and Satisfaction on Young Citizen Loyalty Towards Government e-Services,” Inf. Technol. People, vol. 35, no. 44, pp. 1239–1270, 2022, doi: https://doi.org/10.1108/ITP-04-2020-0229.

F. Pasaribu, W. P. Sari, T. R. Ni Bulan, and W. Astuty, “The effect of e-commerce service quality on customer satisfaction, trust and loyalty,” Int. J. Data Netw. Sci., vol. 6, no. 4, pp. 1077–1084, 2022, doi: 10.5267/j.ijdns.2022.8.001.

S. D. Elgarhy, “Effects of Service Quality, Loyalty Programs, Pricing Strategies, and Customer Engagement on Firms’ Performance in Egyptian Travel Agencies: Mediating Effects of Customer Retention,” J. Qual. Assur. Hosp. Tour., vol. 24, no. 6, pp. 1–20, 2023, doi: https://doi.org/10.1080/1528008X.2022.2077889.

P. Ricardianto et al., “The impact of service quality, ticket price policy and passenger trust on airport train passenger loyalty,” Uncertain Supply Chain Manag., vol. 11, no. 1, pp. 307–318, 2023, doi: 10.5267/j.uscm.2022.9.012.

S. Ahmed, A. Al Asheq, E. Ahmed, U. Y. Chowdhury, T. Sufi, and M. G. Mostofa, “The intricate relationships of consumers’ loyalty and their perceptions of service quality, price and satisfaction in restaurant service,” TQM J., vol. 35, no. 2, pp. 519–539, 2023, doi: https://doi.org/10.1108/TQM-06-2021-0158.

M. I. Mansyuri, R. Iskandar, Mutmainnah, and M. S. Ramadhan, “Trust, Product Quality, and Consumer Loyalty of Scarlett Whitening Skincare,” Soc. Sci. Stud., vol. 4, no. 1, pp. 454–557, 2024, doi: 10.47153/sss37.8572023.

Y. Rahmawati, C. C. Widayati, and D. H. Perkasa, “Pengaruh Cita Rasa, Harga dan Kualitas Pelayanan Terhadap Kepuasan Konsumen (Studi Kasus Pada Resto Street Sushi Cabang Meruya Jakarta Barat),” J. Humaniora, Ekon. Syariah dan Muamalah, vol. 1, no. 3, pp. 117–127, 2023, doi: https://doi.org/10.38035/jhesm.v1i3.

D. R. G. Palelu, W. J. F. T. Tumbuan, and R. J. Jorie, “Pengaruh Persepsi Harga Dan Kualitas Pelayanan Terhadap Kepuasan Konsumen Kamsia Boba Di Kota Lawang,” J. Emba, vol. 10, no. 1, pp. 68–77, 2022.

M. R. P. S. Arsyad, “Pengaruh Harga dan Kualitas Pelayanan Terhadap Kepuasan Pelanggan Pada Warbon Kopi,” J. Mirai Manag., vol. 8, no. 2, pp. 183–197, 2023, doi: 10.59806/tribisnis.v5i2.306.

A. E. Nasution and I. Syahputra, “Building Customer Satisfaction Through Promotion And Service Quality To Gojek Service Users In Medan,” J. Int. Conf. Proc., vol. 5, no. 2, pp. 545–551, 2022, doi: 10.32535/jicp.v5i2.1717.

A. Ariyani and A. Fauzi, “Pengaruh Harga, Lokasi Dan Kualitas Layanan Terhadap Kepuasan Konsumen,” J. Ekon. dan Manaj., vol. 2, no. 2, pp. 23–28, 2023, doi: 10.56127/jekma.v2i2.710.

D. C. A. Kadi, H. Purwanto, and L. D. Ramadani, “Pengaruh E-Promotion, E-WOM dan lokasi terhadap kepuasan konsumen melalui keputusan pembelian sebagai variabel intervening,” Manag. Bus. Rev., vol. 5, no. 2, pp. 224–238, 2021, doi: 10.21067/mbr.v5i2.5833.

T. S. Ningtiyas, “Pengaruh Persepsi Harga, Lokasi Dan Kualitas Pelayanan Terhadap Kepuasan Konsumen Pada Jasa Pengiriman Barang,” IQTISHADequity J. Manaj., vol. 2, no. 1, pp. 46–53, 2020, doi: 10.51804/iej.v2i1.551.

D. R. Febriana and R. Wijayanti, “Pengaruh Kepuasan dan Kualitas Pelayanan Terhadap Loyalitas Pelanggan Metropolitan Mall Cibubur,” J. IKRATH-EKONOMIKA, vol. 6, no. 2, pp. 312–321, 2023, [Online]. Available: https://journals.upi-yai.ac.id/index.php/Ikraith-Ekonomika.

A. Nuari and K. Riyanto, “Pengaruh Nilai Pelanggan Kedekatan Emosional Dan Kualitas Pelayanan Terhadap Loyalitas Pelanggan Di Auto2000 Cikarang Utara,” J. Econ. Bus. UBS, vol. 12, no. 4, pp. 2185–2203, 2023, doi: 10.52644/joeb.v12i4.362.

R. P. Lestari, S. Subagyo, and H. Purnomo, “Pengaruh Kualitas Pelayanan Dan Lokasi Terhadap Kepuasan Pelanggan Dan Dampaknya Terhadap Loyalitas Pelanggan Barokah Laundry,” in Simposium Manajemen dan Bisnis II, 2023, pp. 935–945. [Online]. Available: https://proceeding.unpkediri.ac.id/index.php/simanis/article/view/3275

T. D. Sulistiyo, Nurbaeti, S. Mariati, A. T. Mumin, and D. Muhardiansyah, “Pengaruh Lokasi Strategis dan Kualitas Pelayanan Terhadap Loyalitas Pelanggan Melalui Kepuasan Pelanggan Pada Reddoorz Near Cbd Ciledug, Kota Tangerang, Provinsi Banten,” J. Bisnis Hosp., vol. 13, no. 1, pp. 1–11, 2024, doi: 10.52352/jbh.v13i1.1420.

T. Widiyastuti and D. A. Widiantari, “Pengaruh Lokasi Dan Fasilitas Terhadap Loyalitas Pelanggan (Studi Pada Mooi Caffe Kecamatan Wlingi Kabupaten Blitar),” Innov. J. Soc. Sci. Res., vol. 4, no. 3, pp. 3097–3105, 2024, [Online]. Available: https://j-innovative.org/index.php/Innovative%0APengaruh

K. Damanik, M. Sinaga, S. Sihombing, M. Hidajat, and O. S. Prakoso, “Pengaruh Kualitas Layanan, Kebijakan Publik dan Kepuasan Pelanggan terhadap Loyalitas Pelanggan,” J. Manaj. Pendidik. Dan Ilmu Sos., vol. 5, no. 2, pp. 76–85, 2024, doi: 10.38035/jmpis.v5i2.1834.

E. N. Pangesti, S. Resmi, and A. M. Utami, “Pengaruh Kualitas Layanan dan Kepuasan Pelanggan terhadap Loyalitas Pelanggan pada Badan Penyelenggaraan Jaminan Sosial Ketenagakerjaan Gunungkidul,” Cakrawangsa Bisnis, vol. 5, no. 1, pp. 17–28, 2024.

S. A. Jannah and K. A. Hayuningtias, “Pengaruh Kualitas Produk Dan Persepsi Harga Terhadap Kepuasan Pelanggan Serta Dampaknya Pada Loyalitas Pelanggan,” J. Ekon. Ekon. Syariah, vol. 7, no. 1, pp. 489–500, 2024, doi: 10.36778/jesya.v7i1.1421.

Published
2024-09-30
How to Cite
Shoalihin, S., Suhaety, Y., & Lestari, A. (2024). Analysis of Public Interest in Smartfren SIM Cards using the K-Nearest Neighbors Method . International Journal of Science, Technology & Management, 5(5), 1207-1212. https://doi.org/10.46729/ijstm.v5i5.1184