Desain Komunikasi Visual Berbasis Segmentasi Pelanggan untuk H&M

Authors

  • Vany Terisia Program Studi Teknologi Informasi, ITB Ahmad Dahlan
  • Widi Hastomo Program Studi Teknologi Informasi, ITB Ahmad Dahlan
  • Elliya Sestri Program Studi Teknologi Informasi, ITB Ahmad Dahlan
  • Muhajir Syamsu Program Studi Teknologi Informasi, ITB Ahmad Dahlan
  • Lyscha Novitasari Program Studi Desain Komunikasi Visual, ITB Ahmad Dahlan
  • Yoga Rarasto Putra Program Studi Desain Komunikasi Visual, ITB Ahmad Dahlan
  • Zul Fiqhri Program Studi Desain Komunikasi Visual, ITB Ahmad Dahlan
  • Pantja Sudarwanto Program Studi Teknologi Informasi, ITB Ahmad Dahlan
  • Kukuh Daruningsih Program Studi Teknologi Informasi, ITB Ahmad Dahlan

Keywords:

komunikasi visual, segmentasi pelanggan, RFM, fashion retail, desain berbasis data

Abstract

Penelitian ini bertujuan untuk merancang strategi komunikasi visual berdasarkan segmentasi pelanggan pada industri fashion retail, studi kasus pada H&M Group. Data diambil dari dataset H&M Personalized Fashion Recommendations di Kaggle dan diolah dengan pendekatan RFM (Recency, Frequency, Monetary) serta algoritma K-Means clustering untuk mengidentifikasi tipe pelanggan. Hasil analisis menunjukkan tiga klaster utama: pelanggan bernilai tinggi, sedang, dan rendah. Berdasarkan hasil tersebut, dirancang pendekatan visual yang berbeda untuk setiap segmen, baik dalam desain iklan digital maupun visual merchandising. Penelitian ini memberikan kontribusi dalam pengambilan keputusan pemasaran visual yang berbasis data untuk meningkatkan retensi pelanggan.

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Published

2025-07-09

Issue

PROSIDING SEMNASTEK 2025

Section

Articles