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Predicting Purchase Decision Using a Hybrid KNN-WOA Model Based on Social Media Marketing and Word of Mouth Quality
(1) Universitas Serelo Lahat
(2) Universitas Serelo Lahat
(3) Universitas Serelo Lahat
(4) Universitas Serelo Lahat
(*) Corresponding Author
Abstract
Penelitian ini bertujuan untuk mengembangkan dan menguji model hybrid K-Nearest Neighbor (KNN) yang dioptimasi dengan Whale Optimization Algorithm (WOA) dalam memprediksi keputusan pembelian konsumen berdasarkan variabel Social Media Marketing (SMM) dan Word of Mouth Quality (WQ). Data penelitian diperoleh dari 100 responden dengan 22 indikator yang diukur menggunakan skala Likert 1–7. Variabel dependen berupa Purchase Decision dibentuk dari lima indikator dan dikonversi menjadi kelas biner untuk keperluan klasifikasi. Hasil analisis deskriptif menunjukkan bahwa indikator SMM dan WQ memiliki distribusi yang stabil dengan kecenderungan nilai tinggi, serta korelasi positif terhadap keputusan pembelian. Model hybrid KNN–WOA menghasilkan akurasi sebesar 95% dengan precision 0.95, recall 1.00, dan f1-score 0.97 pada kelas positif. Temuan ini menegaskan bahwa kualitas konten media sosial dan kredibilitas informasi Word of Mouth berperan signifikan dalam memengaruhi keputusan pembelian konsumen. Penelitian ini memberikan kontribusi teoritis dalam pengembangan model prediktif berbasis optimasi metaheuristik serta kontribusi praktis bagi perusahaan dalam merancang strategi pemasaran digital yang lebih efektif dan berbasis data.
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DOI: https://doi.org/10.53514/jco.v5i2.701
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