Analisis Klasifikasi Keputusan Belanja Konsumen Pada Toko Online XX Menggunakan Algoritma Decision Tree

Putri Maria Theresia Kehi ; I Wayan Sudiarsa ; Maria Oktaviani Suryati ; Yosefina Dehadi ; Maria Karlinda
Saturnus: Jurnal Teknologi dan Sistem Informasi 📅 2026 Vol 4, No 1 🔗 DOI: 10.61132/saturnus.v4i1.1436
Abstract
This study aims to analyze consumer purchasing behavior on e-commerce platforms using the Decision Tree algorithm as an easily interpretable classification method. The dataset used consists of 12,330 transaction records with 18 attributes representing visitor characteristics and user activities during interactions with the e-commerce platform. The research stages include data exploration to identify initial patterns, data preprocessing to handle missing values and class imbalance, splitting the data into training and testing sets, training the Decision Tree model, evaluating model performance, and visualizing the tree structure to analyze decision rules.The test results show that the Decision Tree model with a maximum depth of 3 achieves fairly good performance, with an average accuracy of 89.78%, precision of 69.82%, recall of 59.95%, and an F1-score of 64.51% for the buyer class. The visualization of the decision tree provides clear interpretation of the main attributes influencing purchasing decisions, thereby facilitating understanding for non-technical decision makers. Overall, this study demonstrates that the Decision Tree method is effective in modeling consumer purchasing behavior in e-commerce and can be utilized as a basis for data-driven business decision making, particularly in marketing strategies and improving sales conversion rates.
Keywords
Classification; Consumer Behavior; Data Mining; Decision Tree; E-Commerce
How to Cite

Putri Maria Theresia Kehi, et al. (2026). Analisis Klasifikasi Keputusan Belanja Konsumen Pada Toko Online XX Menggunakan Algoritma Decision Tree. Saturnus: Jurnal Teknologi dan Sistem Informasi, 4(1). https://doi.org/10.61132/saturnus.v4i1.1436

Putri Maria Theresia Kehi; I Wayan Sudiarsa; Maria Oktaviani Suryati; Yosefina Dehadi; Maria Karlinda, "Analisis Klasifikasi Keputusan Belanja Konsumen Pada Toko Online XX Menggunakan Algoritma Decision Tree," Saturnus: Jurnal Teknologi dan Sistem Informasi, vol. 4, no. 1, 2026.

Putri Maria Theresia Kehi; I Wayan Sudiarsa; Maria Oktaviani Suryati; Yosefina Dehadi; Maria Karlinda. "Analisis Klasifikasi Keputusan Belanja Konsumen Pada Toko Online XX Menggunakan Algoritma Decision Tree." Saturnus: Jurnal Teknologi dan Sistem Informasi, vol. 4, no. 1, 2026.

Putri Maria Theresia Kehi; I Wayan Sudiarsa; Maria Oktaviani Suryati; Yosefina Dehadi; Maria Karlinda. "Analisis Klasifikasi Keputusan Belanja Konsumen Pada Toko Online XX Menggunakan Algoritma Decision Tree." Saturnus: Jurnal Teknologi dan Sistem Informasi 4, no. 1 (2026).

Putri Maria Theresia Kehi, et al. (2026) 'Analisis Klasifikasi Keputusan Belanja Konsumen Pada Toko Online XX Menggunakan Algoritma Decision Tree', Saturnus: Jurnal Teknologi dan Sistem Informasi, 4(1). doi: 10.61132/saturnus.v4i1.1436.

Putri Maria Theresia Kehi; I Wayan Sudiarsa; Maria Oktaviani Suryati; Yosefina Dehadi; Maria Karlinda. Analisis Klasifikasi Keputusan Belanja Konsumen Pada Toko Online XX Menggunakan Algoritma Decision Tree. Saturnus: Jurnal Teknologi dan Sistem Informasi. 2026;4(1).

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