PENGELOMPOKAN UMKM KULINER DI KECAMATAN CICURUG BERBASIS WEB MENGGUNAKAN K-MEANS DAN AGGLOMERATIVE CLUSTERING UNTUK MENGETAHUI SEGMENTASI PASAR

Culinary Micro, Small and Medium Enterprises (MSMEs) in Cicurug District have an important role in the local economy. However, with the large number of MSMEs that exist, this creates problems in determining the right marketing strategy for these culinary MSMEs. The right marketing strategy is needed to reach the appropriate target market. This research aims to group culinary MSMEs in Cicurug District based on similar characteristics and determine their market segmentation. This research is web-based using the Prototype System Development Method to provide a clearer overall picture of what is being developed. K-Means and Agglomerative Clustering methods with culinary MSME data which includes the name of the MSME, type of business, product price and business location. Data was analyzed using Visual Studio Code. The research results show that culinary MSMEs in Cicurug District can be classified into 3 clusters, namely, Cluster 1: Culinary MSMEs with snack business types, the target market is children and teenagers. Cluster 2: Culinary MSMEs with a heavy food business type, the target market is families and workers. Cluster 3: Culinary MSMEs with typical regional food businesses, the target market is tourists. This research provides useful information for culinary MSMEs in Cicurug District to develop appropriate marketing strategies. MSMEs in Cluster 1 can focus on strategies that highlight low prices and menus that are attractive to children and teenagers. MSMEs in Cluster 2 can focus on food quality, menu variety and strategic location. MSMEs in Cluster 3 can focus on prestige, best quality, and menus that are unique and typical of the region. This information can help culinary MSMEs to increase their competitiveness and reach more precise target markets. This research can also help the government in formulating appropriate policies to support culinary MSMEs in Cicurug District.
Keywords: Cicurug District, UMKM, k-means, marketing strategy, market segmentation, Agglomerative Clustering, prototype