Analisis Prediktif Perilaku Konsumen Menggunakan Business Intelligence dan Machine Learning pada Marketplace Digital
Kata Kunci:
Business Intelligence, Machine Learning, Marketplace Digital, Analisis Prediktif, Data WarehouseAbstrak
Perkembangan marketplace digital yang semakin pesat telah mendorong peningkatan jumlah data transaksi dalam skala besar dengan tingkat keragaman yang tinggi. Kondisi tersebut menuntut adanya metode yang mampu mengolah data menjadi informasi bernilai guna bagi organisasi dalam merumuskan keputusan bisnis. Dalam konteks ini, Business Intelligence (BI) dimanfaatkan untuk mengolah dan menyajikan data historis melalui berbagai bentuk visualisasi, sedangkan Machine Learning berfungsi untuk mengenali pola perilaku pelanggan serta memperkirakan kecenderungan transaksi yang mungkin terjadi pada periode berikutnya. Penelitian ini bertujuan untuk mengkaji perilaku konsumen pada marketplace digital melalui penerapan Business Intelligence yang dipadukan dengan Machine Learning sehingga diperoleh informasi prediktif yang dapat digunakan sebagai dasar pengambilan keputusan bisnis yang lebih akurat, efektif, dan berbasis data. Pendekatan yang diterapkan dalam penelitian ini mencakup proses Business Intelligence melalui tahapan Extract, Transform, Load (ETL), pembangunan data warehouse, serta perancangan dashboard interaktif untuk menampilkan informasi terkait penjualan dan aktivitas pelanggan. Setelah itu, teknik Machine Learning digunakan untuk membangun model prediksi berdasarkan data historis transaksi, intensitas pembelian, kategori produk, serta atribut pelanggan. Kinerja model kemudian diukur menggunakan beberapa indikator evaluasi, yaitu accuracy, precision, recall, dan F1-score. Temuan penelitian memperlihatkan bahwa penerapan Business Intelligence mampu menghasilkan informasi yang relevan terkait perkembangan penjualan, produk dengan performa terbaik, serta karakteristik pola pembelian pelanggan dalam bentuk visual yang mudah dipahami. Di sisi lain, penerapan Machine Learning berhasil membentuk model yang mampu memprediksi peluang pembelian ulang dan mengidentifikasi pelanggan potensial dengan tingkat performa yang memuaskan. Hasil tersebut mengindikasikan bahwa pemanfaatan Business Intelligence yang dikombinasikan dengan Machine Learning memberikan kualitas analisis yang lebih komprehensif dibandingkan pendekatan deskriptif yang hanya berfokus pada data historis. Penggabungan Business Intelligence dan Machine Learning terbukti efektif dalam mendukung analisis prediktif perilaku konsumen pada lingkungan marketplace digital. Selain memberikan pemahaman mengenai pola transaksi yang telah terjadi, pendekatan ini juga mampu menyediakan wawasan prediktif yang berguna dalam penyusunan strategi pemasaran, peningkatan retensi pelanggan, serta penguatan kinerja bisnis secara berkesinambungan.
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Hak Cipta (c) 2026 kevin oktavian pratama, maskana ramadhanj (Penulis)
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