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Abstract:
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The fried onion industry in Brebes Regency, especially in the Pantura of Brebes which incidentally is the City of Shallots, has fluctuated in achieving its turnover, this is caused by the fried onion indystry which ignores Marketing Stategy in its sales. In accordance with previous studies, one of the consequences that will arise when ignoring marketing management and its various strategies is the inability to predict revenue generation at any time and experiencing ups and downs in income that cannot be controlled by business actors. In line with that, the sales volume will experience significant fluctuations. Therefore, this research specifically aims to determine the right marketing strategy for products from the fried onion industry in the Pantura Brebes so that the goals of the industry can run effectively and efficiently and provide strategic recommendations to the marketing division of the fried onion industry. To achieve the goal, the researcher used the K-Means Cluster method eith the help of SPSS software version 25 and produced 3 customers clusters, namely Cluster 1 which contains 184 customers called Cluster Followers, where members in this cluster are customers who follow the development of fried onion products through social media. Cluster 2 with 5 customers are customers who are not users of social media, and Cluster 3 is called not follower which consists of 109 customers where this cluster contains customers who use soocial media but do not follow the development of fried onion products on social media. |