MARKETING STRATEGY IN THE DEVELOPMENT OF EMONEY PT.

XYZ
INDONESIA USING DESCRIPTIVE ANALITYCS

Eristiar Syah Permana Tarigan S.T, MM 1, Dr. Gadang Ramantoko 2

12
Master of Management, Telkom University Indonesia
1
eristiartarigan@gmail.com, 2gadangramantoko@gmail.com

ABSTRACT
The development of information technology has caused companies in the Information
Technology Industry sector to innovate and develop products in accordance with customer needs. PT.
XYZ is a company that innovates due to government regulations and customer needs. After a change in
the methodology of the company PT. XYZ has decreased purchases in the application so it requires the
right marketing methods for customers. Marketing Program is creating marketing content by considering
customer actions (customer action) during interaction (customer interaction) so that it can recommend
the best marketing program content to meet customer needs. To determine the right marketing program
in this study using big data then analyzing the data with random forest for classification and K-means
for clustering then triangulation of expert judgment is carried out to determine the marketing program
based on data analysis. In this study, the results of important variables are money, frequency, last
transaction, province name and job type. Of the five important variables, the most optimal are obtained
with 2 clusters, namely C1 and C2. C1 is a cluster with High prospect seen from the average purchase
through the application of PT. XYZ which is greater than C2. So, it is found that C1 is B2B (Business
to Business) and C2 is B2C (Business to Customer). To get reward or marketing program content, users
will collect points and can be exchanged for marketing program content in accordance with the points
that have been determined.

Keywords: Marketing Strategy, Random Forest, K-Means, Triangangulasi Descriptive Analytics

I. INTRODUCTION tickets. With the existence of an emoney license,

1.1 Background
PT. XYZ Indonesia is a company engaged in the
Information Technology Industry. The company
was founded with the goal of facilitating and
assisting people in conducting transactions
meeting their daily needs. PT. XYZ shade a
software application that is used for routine bill
payments, electronic credit purchases, and travel
PT. XYZ's business model changes are currently
divided into 2 models, namely the sharing margin
model for emoney applications and the multi-
level marketing system application model.
Emoney application, it uses sharing method of
sharing margins and bus topology
It can be seen from the bus topology above that
the company has begun to determine the business
model to be able to add new users and is expected
to increase sales.

1.2 Purpose and Objectives
This research was conducted with the goals to
answer the research questions that have been
raised previously, namely:
1. Knowing strengths, weakness,
opportunities and threats for company and
applications PT. XYZ
2. Knowing which variables are the most
important (Important variables) for
segmenting customer applications PT.
XYZ.
3. Knowing the optimal number of customer
segmentation PT XYZ applications.
4. Knowing the characteristics of the targeted
segment (highly prospect).
5. Knowing what is the marketing program
that is recommended in order to increase
sales in the application PT.XYZ.
II. THEORY BASIS
According to (Armstrong & Kotler, 2015)
marketing is a process of a company in creating
value for customers and building stronger
relationships with customers to get value back
from customers. In the midst of business
competition today, companies must be able to
understand consumer needs so that they can
provide more value to consumers. The more
consumers or customers obtained and the higher
the transaction, the more it will contribute to the
company's revenue. The purpose of marketing is
to attract new customers by providing more
value or benefits to customers and retain existing
customers while maintaining customer
satisfaction.
The concept of marketing starts with the
fulfillment of human needs which then grows
into human desires. According to (AMA, 2013),
Marketing is an activity, a series of institutions,
and the process of creating, communicating,
delivering, and exchanging offers of value to
customers, clients, partners and the general
public. Meanwhile, according to (Kotler P.,
2003), marketing is a human activity that is
directed to meet the needs and desires through
the exchange process. This theory is
corroborated by opinions (Kotler & Keller,
Marketing Management 15e, 2016), which
states that “marketing is a societal process by
which individuals and groups obtain what they
need and want through creating, offering, and
freely exchanging products and services of value
with others”.
This strategic method relies on the scope of
marketing and building collaboration between
marketing and sales.
III. Research Methods
3.1 Framework for Mind
In this study, the author refers to the concept of
segmentation which goals to group customers
with the same characteristics. Consumer
segmentation can be done based on geographic,
demographic, psychographic, and behavioral
factors (Armstrong & Kotler, 2015).
For this study customer segmentation will use
the factors of Recency, Amount and
Transactional Frequency. Thus the framework
of thought in research. After finding the most
important variable (Important Variable),
segmentation optimization is performed so that
the five most influential variables on purchases
(Amount and Frequency) are found so that the
characteristics of high prospect users are known
and can be done program marketing.

Picture 1 Framework
3.2 Research stages
In this study, the authors study at the stage of the
data mining process based on CRISP-DM
(Cross-Industry Standard Process for Data
Mining) in which the sequence is not rigid and
the results of one stage will be input for the next
stage. According to (Chapman, et al., 2000) that
the process in data mining consists of 6 stages as
follows:
Picture 2 The Cross-Industry Standard Process
for Data Mining
Sumber : Chapman, P., Clinton, J., Kerber, R.,
Khabaza, T., Reinartz, T., Shearer, C., & Wirth,
R.
From the picture above it can be seen that the
outer ring of CRISP-DM (The Cross-Industry
Standard Process for Data Mining) is not broken
& continuously iterated to perfect the results to
be achieved in order to answer business
challenges by taking lessons from previous
iterations..
(2000). CRISP-DM 1.0 Step-by-step data
mining guide. SPSS Inc. Dipetik 2018
IV. Analysis results and Conclution
After the Random Forest and clustering models
are formed, the Triangulation step method,
according to Patton (1987 Moleong), there are
two strategies, namely: (1) checking the degree
of trust in the findings of research results of
several data collection techniques and (2)
checking the degree of trust of some data sources
with same method.
Content Marketing program (marketing
program) is made based on the results of
triangulation that is making Quest Guidance so
that customers know how to get points and then
redeem points into desired rewards, desirable
rewards in the form of marketing programs that
have been made
Picture 3 Marketing program Cluster 1
Picture 4 Marketing program Cluster 2
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