Analisis Karakteristik Konsumen Berdasarkan Usia dan Minat Berbelanja Pasca COVID-19 di Shopee Terhadap Pertimbangan Utama Dalam Memilih Toko Menggunakan Random Forest

Natania, Utari (2023) Analisis Karakteristik Konsumen Berdasarkan Usia dan Minat Berbelanja Pasca COVID-19 di Shopee Terhadap Pertimbangan Utama Dalam Memilih Toko Menggunakan Random Forest. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

This research was conducted to analyze the age and shopping interest of people who shop at Shopee after COVID-19 regarding the main considerations in choosing a store. This research is aimed for Shopee users ranging from ages 15 years to over 45 years, with research spread across regions in Indonesia. The data will be processed using the data mining method, where data will be collected via the Google Form platform in the form of filling out a questionnaire. Data processing will use Python with random forest and decision tree data processing methods to find out which age and characteristics of Shopee users have the most influence on the main considerations in choosing a shop on Shopee. The results show that what influences the decision to buy goods on Shopee, age, and the products you like to buy on Shopee influence the main considerations in choosing a shop on Shopee. In the end, this research can provide benefits for both lecturers and Shopee marketers in understanding the characteristics of Shopee users better. / Penelitian ini dilakukan untuk menganalisis usia serta minat berbelanja orang-orang yang berbelanja di Shopee pasca COVID-19 terhadap pertimbangan utama dalam memilih toko. Penelitian ini tertuju bagi pengguna Shopee mulai dari kalangan usia 15 tahun hingga di atas 45 tahun, dengan penelitian tersebar bagi daerah-daerah di Indonesia. Data akan diolah dengan metode data mining, dimana data akan dikumpulkan melalui platform Google Form berupa pengisian kuesioner. Pengolahan data akan menggunakan Python dengan menggunakan metode pengolahan data random forest dan decision tree untuk mengetahui mana usia serta karakteristik dari pengguna Shopee yang paling berpengaruh terhadap pertimbangan utama dalam memilih toko di Shopee. Hasil menunjukkan bahwa apa yang mempengaruhi keputusan dalam membeli barang di Shopee, Usia, dan produk yang suka dibeli di Shopee mempengaruhi pertimbangan utama dalam memilih toko di Shopee. Pada akhirnya, penelitian ini dapat memberikan manfaat baik bagi pengajar maupun bagi pihak pemasar Shopee dalam memahami karakteristik pengguna Shopee lebih baik.

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