ANALISIS PERILAKU CART ABANDONMENT PADA TOKO ONLINE CREATROKA MENGGUNAKAN ALGORITMA RANDOM FOREST UNTUK OPTIMASI PEMASARAN LAYANAN
DOI:
https://doi.org/10.35194/jubis.v6i1.6301Keywords:
Cart Abandonment, Online, Pemasaran layanan, Random Forest, Toko CreatrokaAbstract
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 dilakukan dengan berfokus pada rekam jejak transaksi operasional selama rentang periode 1 Februari hingga 30 April 2026 menggunakan toko online Creatroka di Cianjur, di mana proses ekstraksi dan pengolahan datanya dilakukan secara digital. 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 dan optimalisasi konten visual pada halaman produk untuk menekan rasio cart abandonment secara sistematis.
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