Analysis of the Use of the Naïve Bayes Method in Predicting Consumer Behavior Based on Historical Data: A Case Study of PT Syntax Corporation Indonesia

Abstract

This study aims to analyze the effectiveness of the Naïve Bayes method in predicting consumer behavior in PT. Syntax Corporation Indonesia based on historical data that has been collected. In the digital era, the use of historical data to understand consumer behavior is an important step in a company's strategic decision-making. The Naïve Bayes method was chosen because it has efficient and accurate classification capabilities in analyzing consumption patterns. The results show that this method is able to predict consumer behavior with an accuracy of 85%, especially in identifying repurchase patterns. This research makes a practical contribution to the development of more personalized and data-driven marketing strategies and offers academic insights into the application of predictive models in the technology sector.