Open Data - Analisis Segmentasi Konsumen Gen Z di JABODETABEK Menggunakan Marketing Data Analytics Berbasis Artificial Intelligence (AI) dengan Pendekatan Cluster Analysis untuk Perumusan Strategi Pemasaran Brand Lokal Mother of Pearl (MOP)

This study analyzes the segmentation of Generation Z consumers in the JABODETABEK area using AI-based marketing data analytics with a cluster analysis approach. By applying the K-Means clustering method to psychographic variables such as social engagement, online reviews, local pride, and cultural campaign perception, the research identifies distinct consumer segments for the local beauty brand Mother of Pearl (MOP). The findings provide data-driven insights to support targeted and effective marketing strategy formulation for local brands in the Indonesian beauty industry.