Tesis Yuni Eka A

Tesis Yuni Eka A

• By Achyani, Yuni Eka;
• Tesis
• 382

Pemasaran langsung merupakan strategi yang khas untuk meningkatkan bisnis. Perusahaan menggunakan pemasaran langsung bila menargetkan segmen pelanggan dengan menghubungi mereka untuk memenuhi tujuan tertentu. Pelaksanaan pemasaran langsung dari waktu ke waktu menghasilkan data dan informasi dalam bentuk laporan yang perlu dianalisis oleh manager dalam rangka mendukung keputusan. Namun, itu adalah tugas yang sulit bagi manusia untuk menganalisis data yang kompleks yang luas. Kesulitan ini menyebabkan perkembangan teknik intelegen bisnis, yang bertujuan mengekstraksi pengetahuan yang berguna untuk mendukung pengambilan keputusan. Peningkatan akurasi prediksi pemasaran langsung dapat dilakukan dengan  cara melakukan seleksi  terhadap  atribut, karena  seleksi atribut mengurangi dimensi dari data sehingga operasi algoritma  data mining  dapat berjalan lebih efektif dan lebih cepat. Salah satu metode yang paling banyak digunakan adalah metode  support vector machine. Dalam penelitian ini akan digunakan  metode  support vector machine dan akan dilakukan seleksi atribut  dengan  menggunakan  particle swarm optimization untuk prediksi pemasaran langsung. Setelah dilakukan pengujian maka hasil yang didapat adalah support vector machine menghasilkan nilai akurasi sebesar 88,71 %, nilai precision 89,47%   dan nilai AUC sebesar 0,896. Kemudian dilakukan seleksi atribut dengan menggunakan  particle swarm optimization dimana atribut yang semula berjumlah  16 variabel prediktor terpilih 12 atribut yang digunakan. Hasil menunjukkan nilai akurasi yang lebih tinggi yaitu sebesar 89,38%,  nilai  precision  89,89%  dan nilai AUC sebesar 0,909 dengan nilai akurasi klasifikasi sangat baik (excellent clasification).  Sehingga  dicapai peningkatan akurasi sebesar 0,67 %,  dan peningkatan AUC sebesar 0,013.

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