ANALISIS PERILAKU CART ABANDONMENT PADA TOKO ONLINE CREATROKA MENGGUNAKAN ALGORITMA RANDOM FOREST UNTUK OPTIMASI PEMASARAN LAYANAN
Keywords:
Cart Abandonment, Random Forest, Pemasaran layanan, E-Commerce, Perilaku konsumenAbstract
Persaingan industri e-commerce menuntut pelaku usaha, khususnya pada sektor literasi dan edukasi anak, untuk mengoptimalkan tingkat konversi penjualan di tengah tingginya angka cart abandonment. Penelitian ini bertujuan untuk memprediksi perilaku pembatalan pesanan dan mengidentifikasi faktor dominan yang memengaruhinya pada toko online Creatroka. Penelitian ini menggunakan pendekatan kuantitatif dengan metode penambangan data (data mining) terhadap 10.429 data transaksi selama periode Februari hingga April. Teknik analisis data dilakukan melalui pra-pemrosesan berbasis bahasa pemrograman Python dan pemodelan klasifikasi menggunakan algoritma Random Forest. Hasil penelitian menunjukkan bahwa model Random Forest memiliki kinerja prediktif yang andal dengan tingkat akurasi mencapai 76,16% dan presisi sebesar 80,47%. Analisis ekstraksi fitur (Feature Importance) mengungkapkan bahwa "Harga Produk" (36,63%) merupakan variabel pemicu utama pembatalan, diikuti oleh durasi interaksi visual atau "Jumlah Halaman Dilihat" (21,82%) dan sumber kunjungan dari "Fitur Video/Afiliasi" (15,74%). Temuan ini mengimplikasikan perlunya strategi pemasaran layanan (service marketing) yang proaktif, seperti penerapan sistem Customer Relationship Management (CRM) waktu-nyata untuk melakukan intervensi diskon bagi segmen pelanggan yang terdeteksi berada di jalur pembatalan, serta optimalisasi konten visual pada halaman produk untuk menekan rasio cart abandonment secara sistematis.
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