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Segmentasi Pelanggan berdasarkan RFM sebagai Dasar Strategi Pemasaran Studi Kasus di PT Five Ocean Indonesia terhadap Permintaan Tenaga Kerja Maritim

Year: 2025

Type: article

Abstract: This study aims to analyze PT Five Ocean Indonesia's partner segmentation in meeting maritime workforce needs as a basis for developing data-driven marketing strategies. The research method used a quantitative approach using the RFM (Recency, Frequency, Monetary) technique and data processing using SPSS. The results indicate that the company's partners can be categorized into three main segments: Best Customers, Potential Customers, and Potential Customers, based on their RFM scores. Most partners fall into the medium transaction value and medium request frequency categories, while only a small percentage consistently contribute high volumes. The study concludes that the RFM method is effective in identifying partner behavior and supporting the company in designing retention, reactivation, and market development strategies to increase competitiveness and business desirability in the maritime workforce industry. Keywords: Partner Segmentation, Maritime Workforce, Data-Driven Marketing Strategy

Source: Journal of Management and Bussines (JOMB)

DOI: 10.31539/cs7vg202

Authors: Ahmad Ilham Bachrie Harahap, Ganang Kartiko Aji, Mufti Kusuma Firdaus, Jerry Heikal

Institution: Bakrie University

Language: English

Topic: Customer churn and segmentation

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

SDG: Decent work and economic growth

Open Access status: diamond

OpenAlex ID: W4414756389

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