Analisis Perbandingan Linkage Agglomerative Hierarchical Clustering Peningkatan Strategi Pemasaran Galeri Ulos Sianipar
DOI:
https://doi.org/10.54314/jssr.v9i4.6666Keywords:
Agglomerative Hierarchical Clustering, Linkage Method, Ulos, Strategi PemasaranAbstract
Keragaman harga, volume penjualan, frekuensi transaksi, dan persediaan produk Ulos menimbulkan kebutuhan akan strategi pemasaran yang berbeda sesuai karakteristik setiap produk. Analisis difokuskan pada perbandingan Single Linkage, Complete Linkage, Average Linkage, dan Ward.D2 dalam Agglomerative Hierarchical Clustering sebagai dasar segmentasi produk di Galeri Ulos Sianipar Medan. Sebanyak 161 produk dianalisis menggunakan atribut harga jual, jumlah terjual, frekuensi transaksi, dan stok akhir. Perbedaan skala atribut ditangani melalui standardisasi Z-score, sedangkan kedekatan antarproduk dihitung menggunakan Euclidean Distance. Keempat metode linkage diterapkan untuk membentuk tiga klaster dan dievaluasi berdasarkan Silhouette Score, Davies-Bouldin Index, distribusi anggota, serta kemudahan interpretasi bisnis. Single Linkage menghasilkan Silhouette Score sebesar 0,556650 dan Davies-Bouldin Index sebesar 0,286346, tetapi membentuk distribusi yang sangat timpang, yaitu 1-2-158. Average Linkage dan Complete Linkage juga menghasilkan satu klaster dominan dengan distribusi masing-masing 1-147-13 dan 21-119-21. Ward.D2 memperoleh Silhouette Score sebesar 0,401513 dan Davies-Bouldin Index sebesar 0,799404, tetapi menghasilkan distribusi yang lebih proporsional, yaitu 21, 82, dan 58 produk. Dengan mempertimbangkan keseimbangan anggota, kejelasan centroid, dan relevansi hasil bagi pengambilan keputusan, Ward.D2 ditetapkan sebagai model operasional yang paling sesuai. Klaster yang terbentuk merepresentasikan produk ekonomis berperputaran cepat, produk reguler potensial, dan produk premium dengan penjualan selektif. Segmentasi tersebut mendukung pengendalian persediaan dan bundling, penguatan promosi digital dan edukasi produk, serta pemasaran premium melalui personal selling dan sistem pre-order.
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