Model Klustering untuk Mengidentifikasi Preferensi Konsumen dalam Ekonomi Keatif Berbasis Kecerdasan Buatan

Abstract

The issue raised in this research is the lack of understanding of consumer preferences in the creative economy influenced by artificial intelligence and data mining. The aim of this study is to utilize data mining techniques to identify consumer preferences in the creative economy sector. The research method employed is descriptive analysis and correlation analysis on survey data obtained from 50 respondents. The results indicate that the average age of respondents is 31 years, with most being in the young adult category. The frequency of purchases by respondents reaches 4.5 times per month, indicating a relatively high level of engagement. Additionally, respondents spend an average interaction time of about 48.2 minutes with the content they choose. Consumers also show significant interaction time, averaging 19.28 hours per month. These findings suggest that a better understanding of consumer behavior can assist business actors in formulating more effective and targeted marketing strategies. High engagement and consistency in purchasing behavior reflect the growth potential within the creative economy sector.