Main Article Content
Abstract
In the era of digital transformation, e-commerce platforms have become a major driver of economic activity, generating vast amounts of transaction data every day. Analyzing these data can provide valuable insights into customer behavior, purchasing trends, and business performance. This study aims to apply the K-Means clustering algorithm to identify and analyze transaction patterns in e-commerce systems. The research focuses on developing an efficient data-driven approach to segment customers based on their transactional attributes, such as purchase frequency, transaction value, and product category preferences. The methodology involves several stages: data preprocessing, including cleaning and normalization; feature selection based on relevant transactional indicators; and the application of the K-Means clustering algorithm to group customers into clusters with similar characteristics. The Elbow Method was used to determine the optimal number of clusters. Data were processed using the Python programming language and libraries such as Scikit-learn and Pandas. The results reveal that K-Means effectively segments e-commerce customers into distinct groups that reflect their purchasing patterns—ranging from high-value loyal customers to occasional buyers. Each cluster presents unique behavioral profiles that can be interpreted for targeted marketing strategies. The clustering outcome provides useful insights for customer relationship management (CRM), inventory optimization, and personalized product recommendations. In conclusion, the application of the K-Means algorithm demonstrates significant potential in uncovering hidden patterns within large-scale e-commerce transaction data. The findings support the use of mathematical and computational models in improving decision-making processes in digital commerce. Future research is recommended to enhance cluster accuracy by integrating hybrid algorithms or deep learning-based segmentation approaches.