Analisis Pola Transaksi dan Perilaku Pembelian Pelanggan E-Commerce Berdasarkan Karakteristik Demografis dan Waktu Transaksi

Abstract

The rapid growth of e-commerce has intensified the need to understand transaction patterns and customer purchasing behavior as a foundation for strategic decision-making. This study aims to analyze e-commerce transaction patterns and customer purchasing behavior based on demographic characteristics and transaction timing. By utilizing e-commerce transaction data, this research seeks to provide a more comprehensive understanding of customers’ purchasing tendencies and the factors influencing their behavior. This study employs Exploratory Data Analysis (EDA) as the primary method to descriptively explore data characteristics through various statistical visualizations, including histograms, bar charts, line graphs, and boxplots. The analysis conducted to identify transaction trends, the distribution of purchase values, and behavioral differences across demographic groups and specific time periods. The results indicate that e-commerce transaction patterns tend to increase during certain periods, particularly in the latter part of the observation timeframe, suggesting the influence of seasonal factors and promotional strategies. The distribution of transaction values is asymmetric, with most transactions occurring in the low to medium value range, while high-value transactions are conducted by a relatively small proportion of customers. Furthermore, variations in purchasing behavior are observed across demographic groups in terms of transaction frequency and value, despite relatively balanced transaction volumes. The findings confirm that e-commerce customer purchasing behavior is influenced by a combination of temporal factors and demographic characteristics. These results are expected to serve as a basis for e-commerce practitioners in developing more targeted marketing strategies and as a reference for future research in the field of e-commerce data analytics.