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"ABSTRACTThe objectives of this research are to identify customer purchase behavior, obtain the number of customer clusters, and form customer profile in order to find situation-based customer purchase behavior pattern. From the given data, the RFM method and K-Means clustering are used to identify the customer purchase behavior and profiles. The result of this research showed that the customer clusters are formed differently in every product category based on the RFM value and K-Means clustering. There are also differences in peak hour for each customer cluster. The best time to deliver notifica- tions and personal messages is near the peak hour. Indeed, this matter is useful to create contextual marketing and targeted advertising that is designed based on customer cluster and purchase behavior."

"ABSTRAKPenelitian ini bertujuan untuk mengidentifikasi perilaku pembelian, berapa banyak kelompok dan profil konsumen terbentuk untuk menemukan pola dari perilaku pembelian berdasarkan situasi. Dari data yang diberikan, metode RFM dan K-Means clustering digunakan untuk mengidentifikasi perilaku pembelian dan profil konsumen. Hasil dari penelitian ini menunjukkan bahwa cluster konsumen terbentuk berbeda-beda pada setiap kategori produk berdasarkan nilai RFM dan K-Means clustering. Waktu puncak pembelian juga ada perbedaan pada tiap kelompoknya. Waktu terbaik untuk mengirimkan notifikasi dan pesan adalah ketika mendekati waktu puncak pembelian. Tentunya, hal ini sangat berguna untuk merencanakan marketing kontekstual dan iklan bertarget yang didesain berdasarkan kelompok konsumen dan perilaku pembelian.

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ABSTRACTThe objectives of this research are to identify customer purchase behavior, how many customer clusters, and customer profile are formed also to find the pattern of customer purchase behavior based on situation. From the data supplied, the RFM method and K Means clustering are used to identify the customer purchase behavior and profiles. The result of this research is shown that the customer clusters are formed differently in every product category based on the RFM value and K Means clustering. There are also differences in peak hour for every customer cluster. The best situation to deliver notification and personal message is near the peak hour. Indeed, this matter is useful to make contextual marketing and targeted advertising that designed based on customer cluster data and all the hourly purchase behavior."

"Implementasi Market basket analysis pada e-grocery studi kasus : bigbasket.com. Salah satu cara untuk meningkatkan keuntungan bagi perusahaan adalah memanfatkan pelanggan yang ada untuk menambah item barang pada keranjang belanjanya. Pemasar perlu memberikan rekomedasi produk yang sesuai dengan pelanggan. Pemasar tertarik untuk menganalisis perilaku konsumen dari item-item yang dibelanjanya. Proses analisis ini dinamakan Market basket analysis menggunakan konsep association rule. Market basket analysis bermanfaat bagi pemasar untuk memberikan rekomendasi produk, personalisasi konten promosi baik pada banner halaman homepage e-grocery, promosi melalui newsletter, menyusun product bundling atau cross selling, dan penempatan produk-produk yang saling berkaitan secara dekat.Data yang digunakan pada penelitian ini merupakan data sekunder transaksi Bigbasket.com pada periode Maret 2011 sampai dengan Desember 2014.Berdasarkan hasil analisis, produk yang dibeli oleh konsumen Bigbasket dikelompokan menjadi tiga jenis, most frequent category kategori produk yang paling banyak dibeli, medium frequent category kategori produk yang tidak terlalu sering dibeli, dan least frequent category kategori produk yang paling sedikit dibeli. Tren penjualan grocery dalam rentang satu tahun meningkat pada akhir tahun dimana terdapat hari besar India. Kemudian dalam rentang bulan, transaksi meningkat direntang tanggal 10-15.Berdasarkan pola tersebut, dibagi menjadi high season dan low season. Kemudian dengan menggunakan market basket analysis, menganalisis produk-produk apa saja yang bisa dilakukan price bundling dan product recommendation berdasarkan jenis kategori produknya most, medium, least frequent category product pada saat low season dan high season.Kata kunci: e-grocery, market basket analysis, price bundling, product recommendation, cross selling.

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Implementation of Market basket analysis in e grocery studi kasus bigbasket.com, India . One method to increase company rsquo s profit is to utilize the existing customer. Marketers try to influence them to add items on their shopping basket. Marketers could be able to give the right product recommendation to customer. Therefore, marketers interested in analysis the shopping behavior based on item product that customer bought. This method is used association rules concept and it is called market basket analysis. Marketers can use market basket analysis to give product recommendation, targeting promotion, bundling and cross selling, and placing the associated products. This research use seconder data from sample trasanction at Bigbasket.com period from March 2011 to December 2014.

Based on analysis, product classified into three types most frequent category, medium frequent category, and least frequent category. The grocery sales trend in the one year span is increasing by the end of the year whwn there is India celebration day Divavali . Then in around one month, the transaction increases in interval date 10 15.Based on those pattern transaction, we determine seasonal period of sales, high season and low season. Market basket analysis defines products related for price bundling and product recommendation based on the category products most, medium, least frequent category product in low and high season. Keyword e grocery, market basket analysis, price bundling, product recommendation, cross selling."

"Fenomena perilaku compulsive buying di Indonesia menjadi latar belakang penelitian ini. Motivasi compulsive buyer pun beragam dalam berbelanja. Kehadiran daily deals website yang menawarkan diskon dengan tinggi dengan waktu yang terbatas, diyakini dapat meningkatkan perilaku compulsive buyer di konsumen Indonesia. Penelitian ini ingin melihat pengaruh compulsive buying terhadap shopping motivation dan meneliti pengaruh compulsive buying terhadap response to contextual element yang dimediasi oleh shopping motivation. Penelitian ini dilakukan pada konsumen daily deals website di Indonesia yakni Groupon Disdus yang pernah berbelanja dalam enam bulan terakhir. Metode pengelolahan data yang digunakan adalah Structural Equation Modelling (SEM). Hasil dari penelitian menunjukkan bahwa terdapat pengaruh antara compulsive buying terhadap shopping motivations, dan terdapat pengaruh antara compulsive buying terhadap response to contextual elements yang dimediasi oleh shopping motivations

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Fenomena perilaku compulsive buying di Indonesia menjadi latar belakang penelitian ini. Motivasi compulsive buyer pun beragam dalam berbelanja. Kehadiran daily deals website yang menawarkan diskon dengan tinggi dengan waktu yang terbatas, diyakini dapat meningkatkan perilaku compulsive buyer di konsumen Indonesia. Penelitian ini ingin melihat pengaruh compulsive buying terhadap shopping motivation dan meneliti pengaruh compulsive buying terhadap response to contextual element yang dimediasi oleh shopping motivation. Penelitian ini dilakukan pada konsumen daily deals website di Indonesia yakni Groupon Disdus yang pernah berbelanja dalam enam bulan terakhir. Metode pengelolahan data yang digunakan adalah Structural Equation Modelling (SEM). Hasil dari penelitian menunjukkan bahwa terdapat pengaruh antara compulsive buying terhadap shopping motivations, dan terdapat pengaruh antara compulsive buying terhadap response to contextual elements yang dimediasi oleh shopping motivations."

"ABSTRACTAs of 31 December 2011, there were 2.2 billion people or 32.7% of total worldpopulation using the internet. Growth since year 2000 reached 528.1% or fivefolds the users twelve years earlier. Major factors that draw people to turn onlineare the interactivity and connected environment enabled by the Web 2.0technology and the control over information access on the internet thanks tointernet search tools, such as directories and search engines. With more peopleshift from physical place to internet space, ready or not, marketers also need toevolve in the way they communicate with customers.Online advertising differs from traditional advertising in terms of interactivity,capability of one-to-one marketing, targeted marketing, and push and pull naturethat are enabled by sophisticated software advances and extensive database. Amajor break-out in online advertising was introduced by Google with its keywordtargetedadvertising programs called AdWords?Google's text-based system foradvertising on search engine result pages, and AdSense?appears on Google'scontent network of millions of web sites. By this means, two categories for textbasedweb advertising are enabled: Search Engine Advertising?ads that aretriggered by user?s search keyword and displayed on the result page of the searchengine, and Contextual Advertising?ads that are placed on third-party Webpages based on its relevancies with the content of the currently viewed page.The blog internationalsnack.com is a website about snack and snack-related piecefrom around the globe. It seeks opportunity to monetize the site by adoptingcontextual advertising business model. A number of objectives are set, includingto reach critical mass and to break even within 2 years after the blog launch inJuly 2012. This marketing plan will mainly focus on the strategy to promote andbuild traffic to the site through Search Engine Optimization (SEO), Web PublicRelation (Web PR) and Viral marketing tactics."

"Berbelanja kebutuhan pokok menyita waktu. Ada beberapa aspek dan faktor yang perlu diperhatikan oleh penyedia online groceries shopping agar mereka dapat mengambil kesempatan di industri ini. Salah satunya melalui iklan di Instagram dan melihat gaya hidup konsumen. Penelitian ini bertujuan menganalisis pengaruh iklan di Instagram dan gaya hidup konsumen terhadap keputusan pembeliaan dimediasi oleh minat membeli dalam online groceries shopping. Responden wanita bekerja dan aktif menggunakan Instagram. Metode kuantitatif diadopsi, dengan analisis jalur untuk menganalisis data. Temuan penelitian ini mengungkapkan bahwa iklan Instagran dan gaya hidup signifikan berpengaruh dengan keputusan pembelian konsumen.

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Groceries shopping is takes time. There are several aspects and factors that need to be considered by online groceries shopping providers so they can take the opportunity in this industry. One of them is through advertisements on Instagram and consumers' lifestyles.

This study aims to analyze the influence of advertising on Instagram and consumer lifestyles on purchasing decisions mediated by buying interest in online shopping groceries. Female worker are respondent and activ use Instagram.

Quantitative methods are adopted, with path analysis to analyze data. The findings of this study reveal that Instagran advertising and lifestyle signifikanly influence consumer purchasing decisions."

"E-Grocery merupakan salah satu sektor e commerce yang pertumbuhannya meningkat tajam. Hal ini menandakan terjadinya peralihan dari belanja manual ke online. Dampaknya tingkat pengiriman barang dengan home delivery meningkat. Dalam proses pengoperasiannya, hal ini dapat menyebabkan home delivery menghasilkan eksternalitas yang sama atau bahkan lebih besar dibandingkan dengan perjalanan belanja konvensional. Tujuan dari penelitian ini adalah untuk menganalisis karakteristik dan efektivitas dari pengiriman home delivery berdasarkan aspek biaya eksternal. Besarnya efektivitas dilihat dari rasio VKT per item serta biaya eksternal yang dihasilkan dari pengiriman home delivery terhadap perjalanan belanja konvensional. Analisa pada pengiriman home delivery dilakukan menggunakan data travel diary salah satu penyedia jasa pengiriman grocery. Analisa pada perjalanan belanja konvensional dilakukan menggunakan data yang diambil melalui survei. Pengiriman home delivery menghasilkan VKT per item sebesar 0,72 Km/item hingga 1,15 Km/item dan biaya eksternal per item sebesar Rp 5,11/item hingga Rp 8,13/item. Rentang ini berdasarkan pada jumlah item yang dibawa kurir dalam pengiriman tersebut. Perjalanan belanja konvensional menghasilkan menghasilkan VKT per item sebesar 0,47 Km/item hingga 0,51 Km/item dan biaya eksternal per item sebesar Rp 3,61/item hingga Rp 11,98/item. Rentang ini berdasarkan pada jenis kendaraan dan bahan bakar yang digunakan. Pengiriman home delivery dapat menjadi lebih efektif dibandingkan dengan perjalanan belanja konvensional jika jumlah barang dalam pengiriman tersebut semakin tinggi. Hal ini dilakukan dengan mengefesiensikan perjalanan kurir dengan tidak mengantarkan untuk satu konsumen saja.

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E-Grocery is one of the e commerce sectors whose growth has increased significantly. This condition indicates the transition from manual shopping to online and impacts the rate of delivery goods with home delivery increases. In the process of its operation, this condition can cause home delivery to produce the same or even greater externalities compared to conventional shopping trips. this study aimed to analyze the characteristics and effectiveness of home delivery based on external cost aspects. The amount of effectiveness can be seen from the ratio of VKT per item as well as the external costs from home delivery shipments result towards conventional shopping trips. Home delivery shipments were analysed using travel diary data of one of grocery delivery service provider and conventional shopping trips were analysed using the data that taken through the surveys. Results indicated that home delivery shipments produce VKT per item of 0.72 Km/item up to 1.15 Km/item and an external cost per item was Rp 5.11/item up to Rp 8.13/item. This range was based on the number of items that carried by the courier on the shipment. Results also indicated that the conventional shopping trips produce a VKT per item of 0.47 Km/item up to 0.51 Km/item and an external cost per item was Rp 3.61/item up to Rp 11.98/item. This range was based on the type of vehicle and fuel used. Home delivery shipments can be more effective compared to conventional shopping trips if the number of the goods in the shipment is higher. This is done by render efficient the couriers journey by not delivering the goods to only one customer. "

"Pemilik brand terutama divisi design, produksi, dan penjualan biasanya menggunakan spesifikasi teknis untuk mewakili produk yang mereka buat. Oleh karena itu, pemilik merek tidak benar-benar mengetahui apa yang pelanggan mereka butuhkan. Era teknologi informasi berdampak pada melimpahnya data yang dapat digunakan untuk memahami perspektif pelanggan. Pemilik brand akan sangat diuntungkan oleh pemahaman yang lebih baik tentang perspektif pelanggan. Untuk mengatasi masalah ini, penulis melakukan penggalian teks dan pemrosesan bahasa alami pada customer review. Penelitian ini dilakukan dengan pendekatan kuantitatif. Penelitian ini dilakukan dengan beberapa tahapan yaitu melakukan scraping data customer review di marketplace, melakukan preprocessing untuk pembersihan data, melakukan ekstraksi atribut bauran pemasaran, melakukan analisa sentimen, membuat visualisasi hasil, dan interpretasi hasil. Tahapan tersebut dapat memandu pemilik brand untuk mendapatkan informasi terkait atribut bauran pemasaran dengan mengekstrak ulasan pelanggan tentang atribut produk berdasarkan konteks dan mendapatkan representasi atribut bauran pemasaran berdasarkan ulasan pelanggan dengan menggunakan analisis sentimen. Hasil dari penelitian ini adalah metode penggalian teks dan pemrosesan bahasa alami pada customer review dapat digunakan untuk memahami perspektif pelanggan terhadap atribut bauran pemasaran. Dalam penelitian ini, proses ekstraksi atribut menghasilkan dua puluh lima engineered attributes dan enam meta-attributes yang relevan dengan atribut bauran pemasaran product, price, promotion, people, dan process. Hasil sentimen analisis menunjukan bahwa merek sepatu impor cenderung mendapatkan sentimen positif pada seluruh atribut bauran pemasaran. Dengan demikian penelitian ini diharapkan menjadi bahan evaluasi bagi pemilik merek sepatu lokal untuk dapat memperbaiki setiap atribut bauran pemasaran untuk dapat bersaing dengan sepatu impor.

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Brand owners, especially the design, production, and sales divisions, usually use technical specifications to represent their products. Therefore, brand owners need to know what their customers need. The era of information technology impacts the abundance of data that can be used to understand the customer's perspective. Brand owners will greatly benefit from a better understanding the customer's perspective. The author performs text mining and natural language processing on customer reviews to overcome this problem. This research was conducted with a quantitative approach. This research was conducted in several stages: scraping customer review data on the marketplace, preprocessing for data cleaning, extracting marketing mix attributes, conducting sentiment analysis, visualizing results, and interpreting results. These stages can guide brand owners to obtain information related to marketing mix attributes by extracting customer reviews about product attributes based on context and obtaining a representation of marketing mix attributes based on customer reviews using sentiment analysis. The result of this study is that the method of extracting text and natural language processing in customer reviews can be used to understand the customer's perspective on marketing mix attributes. In this study, the attributes extraction process produces twenty-five engineered attributes and six meta-attributes relevant to the marketing mix attributes of product, price, promotion, people, and process. The sentiment analysis results show that imported shoe brands tend to get a positive sentiment on all marketing mix attributes. Thus, this research is expected to be an evaluation material for local shoe brand owners to improve every attribute of the marketing mix to compete with imported shoes."

"Hailed as the "bible" of direct marketing for over 30 years, Successful Direct Marketing Methods has been completely updated and expanded with all the latest tools and techniques needed for success in today's digital, multichannel marketplace. Written by world-renowned direct marketing experts Bob Stone and Ron Jacobs, the eighth edition of Successful Direct Marketing Methods contains the latest strategies on the creative process, fully covering the development of direct mail advertising, catalogs, and print advertising"