Implementasi Customer Relationship Management Berbasis Segmentasi Pengunjung Museum Jenderal Sudirman untuk Mendukung Promosi Digital

Museum Panglima Besar TNI Jenderal Sudirman is a historical tourism destination in Purwokerto, Central Java, that does not yet have a structured visitor data management system, resulting in limited visitor information being recorded. Based on museum reports from 2024 to 2025, recorded data only includes daily visitor counts, visit dates, adult and child categories, and ticket and parking revenue, with no demographic information available. This study implements a Customer Relationship Management system based on visitor segmentation to support digital promotion strategies. Visitor data was collected through questionnaires distributed to 50 museum visitors using purposive sampling. A public Kaggle dataset of 270 rows served as training data, while the 50 questionnaire responses served as testing data. The optimal number of clusters was determined using the Elbow Method and Silhouette Score, yielding K=2 as optimal with a Silhouette Score of 0.2611. Clustering results identified two segments: Cluster 0 with 37 respondents dominated by visitors aged 15 to 30 years actively using TikTok and Instagram, and Cluster 1 with 13 respondents dominated by adults over 30 years primarily using Facebook and WhatsApp. Results were implemented into Odoo CRM as a structured visitor data management foundation. This study contributes by combining Odoo CRM implementation, K-Means Clustering, and digital promotion strategy recommendations for a historical museum in Indonesia.

Keywords: Clustering, Customer Relationship Management, Museum, Odoo, Visitor Segmentation