Analisis dan Prediksi Customer Churn pada Platform Streaming Berbasis Langganan Menggunakan Metode Random Forest

Imakulata Kresnawati M Bili; I Wayan Sudiarta; Maria Yuditia Wungabelen; Ni Kadek Alika Rosdiana; Putri Rafiana

doi:10.61132/jubid.v3i1.1226

Authors

Imakulata Kresnawati M Bili Institut Bisnis dan Teknologi Indonesia
I Wayan Sudiarta Institut Bisnis dan Teknologi Indonesia
Maria Yuditia Wungabelen Institut Bisnis dan Teknologi Indonesia
Ni Kadek Alika Rosdiana Institut Bisnis dan Teknologi Indonesia
Putri Rafiana Institut Bisnis dan Teknologi Indonesia

DOI:

https://doi.org/10.61132/jubid.v3i1.1226

Keywords:

Customer Churn, Customer Retention, Machine Learning, Random Forest, Streaming Platform

Abstract

Customer churn is a strategic challenge for digital streaming platforms because it directly Impacts revenue and business sustainability. This study aims to analyze the factors influencing customer Churn and develop a churn prediction model using the Random Forest algorithm. The study uses a Quantitative approach with an explanatory design and utilizes secondary data from the Netflix Customer Churn and Engagement Dataset available on Kaggle. The dataset consists of 1,000 customer data with 16 Variables covering demographic characteristics, service usage behavior, financial condition, and customer Satisfaction level. The data was processed through preprocessing, one-hot encoding, and a 70:30 split Between training and test data. Model performance was evaluated using accuracy, precision, recall, F1 Score, and ROC-AUC metrics. The results show that the Random Forest model produces an accuracy of 53.7%, precision of 56.3%, recall of 63.6%, F1-score of 59.7%, and ROC-AUC of 0.534, indicating Moderate predictive ability and only slightly better than random classification. Feature importanceAn.evealed that user engagement levels, such as viewing duration and frequency of interactions, Were the most dominant factors influencing churn, followed by economic factors and customer satisfaction. The results of this study are expected to provide a basis for streaming platforms to design more effective Customer retention strategies.

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