Integrasi RFM dan Etnografi dalam Segmentasi Buyer B2B PT Kaltim Prima Coal: Identifikasi Churn Risk dan Pengembangan Online Value Proposition

Ahmed Robulla Sakti; Jerry Heikal

Authors

Ahmed Robulla Sakti Universitas Bakrie, Jakarta, Indonesia
Jerry Heikal Universitas Bakrie, Jakarta, Indonesia

Keywords:

Segmentasi Buyer B2b, Analisis Rfm, Etnografi Buyer, Risiko Churn, Online Pain Proposition, Online Value Proposition

Abstract

Penelitian ini bertujuan menganalisis segmentasi buyer B2B PT Kaltim Prima Coal melalui integrasi analisis Recency–Frequency–Monetary (RFM) dan pendekatan etnografi untuk mengidentifikasi risiko churn serta merumuskan online value proposition dan strategi retensi pelanggan. Dengan pendekatan mixed-method, penelitian membandingkan skor RFM lima buyer selama 2024–2025 dan dilengkapi kajian etnografi terhadap pengalaman serta persepsi buyer. Hasil menunjukkan PT Sumber Energi Nusantara relatif stabil, PT Bara Jaya Lestari dan PT Global Power Coal mengalami peningkatan, PT Prima Mandiri Energy konsisten, sedangkan PT Nusantara Energy Coal menurun signifikan dari 322 menjadi 122 sehingga berisiko churn tinggi. Temuan etnografi mengungkap pain point seperti respons lambat, ketidakpastian jadwal, komunikasi kurang jelas, dan penanganan keluhan yang belum optimal. Berdasarkan temuan, dirumuskan online pain proposition dan online value proposition yang menempatkan perusahaan sebagai mitra responsif, andal, dan transparan. Strategi retensi menggunakan kerangka 8P mencakup PIC khusus, penguatan kanal digital, SLA respons, transparansi proses, dan program pemulihan hubungan. Penelitian membuktikan RFM efektif mengidentifikasi buyer bernilai tinggi, sementara etnografi menjelaskan faktor perilaku dan pengalaman, sehingga keduanya memberikan landasan komprehensif bagi strategi pengelolaan hubungan pelanggan B2B berbasis data.

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