TY - GEN
T1 - Exploring Consumer Loyalty Clusters in Indonesia's Local Cosmetic Brands Through eWOM Data Mining
AU - Irfani, Salsabila Fauzia
AU - Prihananto, Prahardika
AU - Ninglasari, Sri Yayu
AU - Rai, Ni Gusti Made
N1 - Publisher Copyright:
© 2025 IEEE.
PY - 2025
Y1 - 2025
N2 - The Indonesian beauty industry is growing, with local brands competing actively. This study clusters consumer loyalty using K-Means on SOCO reviews by analyzing ratings of long wear, packaging, pigmentation, texture, and value for money. Sentiment analysis integrates text reviews to create a consumer loyalty map. The result classifies three distinct loyalty clusters consisting of low, moderate, and high loyalty. High-loyalty products exhibit stronger repurchase and recommendation tendencies, primarily influenced by packaging and pigmentation, whereas low-loyalty products are constrained by texture and longevity. These insights help brands refine product development and marketing strategies to enhance customer loyalty in a competitive market.
AB - The Indonesian beauty industry is growing, with local brands competing actively. This study clusters consumer loyalty using K-Means on SOCO reviews by analyzing ratings of long wear, packaging, pigmentation, texture, and value for money. Sentiment analysis integrates text reviews to create a consumer loyalty map. The result classifies three distinct loyalty clusters consisting of low, moderate, and high loyalty. High-loyalty products exhibit stronger repurchase and recommendation tendencies, primarily influenced by packaging and pigmentation, whereas low-loyalty products are constrained by texture and longevity. These insights help brands refine product development and marketing strategies to enhance customer loyalty in a competitive market.
KW - clustering
KW - consumer loyalty
KW - data mining
KW - local cosmetic brands
KW - sentiment analysis
UR - https://www.scopus.com/pages/publications/105034721371
U2 - 10.1109/ICTS67612.2025.11369620
DO - 10.1109/ICTS67612.2025.11369620
M3 - Conference contribution
AN - SCOPUS:105034721371
T3 - 2025 15th International Conference on Information and Communication Technology and System: AI for the Now and Next: Delivering Solutions and Driving Vision, ICTS 2025
BT - 2025 15th International Conference on Information and Communication Technology and System
PB - Institute of Electrical and Electronics Engineers Inc.
T2 - 15th International Conference on Information and Communication Technology and System, ICTS 2025
Y2 - 12 November 2025 through 13 November 2025
ER -