Precision Marketing Model using Decision Tree on SME e-commerce Case Study Orebae.com
Dublin Core
Title
Precision Marketing Model using Decision Tree on SME e-commerce Case Study Orebae.com
Subject
precision marketing; SME; machine learning; customer preference; supervised learning; decision tree
Description
The development of the industrial world towards industry 4.0 has resulted in changes in the lifestyle of the wider community
in carrying out their activities through digital media, one of which is shopping. This has an impact on the emergence of many
business actors in the e-commerce field which brings its own challenges to stay alive and face the competition. The demands
for innovation in competitive competition are also increasingly diverse with various approaches ranging from technology,
social science, management science and even artificial intelligence. One form of innovation that is widely carried out by ecommerce today is looking for an ideal and effective form of marketing, where the form of marketing itself is considered less
able to accommodate e-commerce needs. One form of real innovation in finding the ideal and effective marketing is with
precision marketing. Precision marketing itself is marketing that is carried out by utilizing data where consumers are the center
of preference for data collection. In fact, many e-commerce companies that were launched were unable to keep up with the
competition because they were unable to develop marketing strategies and eventually went bankrupt. Therefore, we need a
special way to bridge these problems so that e-commerce can stay alive, especially for e-commerce classified as Small and
Medium Enterprises (SMEs). This research will focus on developing a precision marketing model in SME e-commerce, namely
orebae.com which can be used as a tool in developing marketing strategies. This research was conducted using a machine
learning approach by adopting a decision tree algorithm. From the results of this study, showed that precision marketing model
for orebae.com according to customer preferences, can be used to increase the number of orebae.com sales and to reduce marketing cost
in carrying out their activities through digital media, one of which is shopping. This has an impact on the emergence of many
business actors in the e-commerce field which brings its own challenges to stay alive and face the competition. The demands
for innovation in competitive competition are also increasingly diverse with various approaches ranging from technology,
social science, management science and even artificial intelligence. One form of innovation that is widely carried out by ecommerce today is looking for an ideal and effective form of marketing, where the form of marketing itself is considered less
able to accommodate e-commerce needs. One form of real innovation in finding the ideal and effective marketing is with
precision marketing. Precision marketing itself is marketing that is carried out by utilizing data where consumers are the center
of preference for data collection. In fact, many e-commerce companies that were launched were unable to keep up with the
competition because they were unable to develop marketing strategies and eventually went bankrupt. Therefore, we need a
special way to bridge these problems so that e-commerce can stay alive, especially for e-commerce classified as Small and
Medium Enterprises (SMEs). This research will focus on developing a precision marketing model in SME e-commerce, namely
orebae.com which can be used as a tool in developing marketing strategies. This research was conducted using a machine
learning approach by adopting a decision tree algorithm. From the results of this study, showed that precision marketing model
for orebae.com according to customer preferences, can be used to increase the number of orebae.com sales and to reduce marketing cost
Creator
Fadil Indra Sanjaya, Anna Dina Kalifia
Source
http://jurnal.iaii.or.id
Publisher
Professional Organization Ikatan Ahli Informatika Indonesia (IAII)/Indonesian Informatics Experts Association
Date
October 2023
Contributor
Sri Wahyuni
Rights
ISSN Media Electronic: 2580-0760
Format
PDF
Language
English
Type
Text
Files
Collection
Citation
Fadil Indra Sanjaya, Anna Dina Kalifia, “Precision Marketing Model using Decision Tree on SME e-commerce Case Study Orebae.com,” Repository Horizon University Indonesia, accessed January 12, 2026, https://repository.horizon.ac.id/items/show/10106.