Tesis

Tesis

• By Purnamasari, Indah;
• Tesis
• 226

Salah satu strategi pemasaran PT. TELKOM yaitu dengan cross selling. Selain untuk memperoleh keuntungan dari produk tambahan yang dijual, juga untuk meningkatkan ketergantungan pelanggan pada vendor sehingga mengurangi churn. Pemasaran cross selling dapat dilakukan dengan menawarkan produk baru. Tetapi terlalu banyak penawaran terhadap pelanggan yang tidak tepat, menjadikan pemasaran tidak efisien dan efektif. Untuk itu perlu dilakukan klasifikasi pelanggan telepon dan speedy eksisting PT. TELKOM Jakarta untuk cross selling produk Indihome. Penelitian ini menggunakan data mining klasifikasi dengan algoritma Naive Bayes Classifier dan seleksi atribut Particle Swarm Optimization untuk meningkatkan akurasi klasifikasi dari 85,08 % menjadi 89,31%.

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