Klasifikasi Tingkat Minat Belanja Online Melalui Media Sosial pada Masyarakat di Kota Binjai Meggunakan Algoritma K-Means

The advancement of information technology and globalization has transformed shopping behaviors, with social media becoming the primary platform for online shopping. This study aims to analyze the online shopping preferences of residents in Binjai City through social media using clustering methods, specifically the K-Means algorithm. Data were collected via a questionnaire targeting 523 respondents in Binjai City, focusing on variables such as gender, age, and the social media platforms used. Clustering methods are employed to group online shopping data into representative clusters, helping identify community preferences for specific social media platforms for shopping. Matlab is used to process the data and generate relevant insights into online shopping patterns, facilitating decision-making regarding the selection of the most suitable social media platform for transactions.The findings of this study are expected to provide valuable insights for both sellers and buyers in determining the most effective social media platforms for online shopping. Additionally, the results will be useful for residents of Binjai City to understand and choose the social media platforms that best meet their online shopping needs.