Menganalisis Faktor-faktor yang Mempengaruhi Preferensi Mahasiswa Bisnis Digital 2021 dalam Memilih Android atau iOS: Pemanfaatan Data Mining Menggunakan Algoritma C4.5

Abstract

This study aims to analyze the factors influencing the preferences of 2021 Digital Business students from Medan State University in choosing a smartphone operating system, namely Android or iOS. Data were collected from 39 students through an online questionnaire containing variables such as the habit of taking photos, posting photos, playing games, watching videos (streaming), and the intensity of smartphone use. The analysis was conducted using the C4.5 algorithm to build a decision tree and identify the most influential attributes. The results showed that the habit of posting photos was the factor with the highest gain, followed by the activities of taking photos, streaming movies, and playing games. Decision patterns indicated that students with high digital activity—especially those who enjoy posting photos, taking photos, streaming movies, and playing games—were more likely to choose Android. Meanwhile, the choice of iOS appeared in groups with certain activity patterns, such as not liking to take photos but actively posting. These findings provide insights for smartphone manufacturers and technology industry players to formulate more targeted marketing strategies based on students' digital behavior. This study also expands understanding of the application of data mining, specifically the C4.5 algorithm, in consumer preference analysis.