Optimizing E-commerce Personalization through Hybrid Decision Tree–Nearest Neighbor Recommendation Integration
DOI:
https://doi.org/10.52436/1.jutif.2026.7.2.5418Keywords:
collaborative filtering, content-based filtering, decision trees, e-commerce, hybrid filtering, personalizationAbstract
Single-method recommendation systems face critical limitations: content-based filtering suffers from overspecialization while collaborative filtering struggles with data sparsity and cold-start problems. This research introduces an innovative hybrid recommendation framework that synthesizes Content-Based Filtering (CBF) utilizing Decision Trees with Collaborative Filtering (CF) employing Nearest Neighbor algorithms. Our approach addresses the inherent limitations of singular recommendation methodologies by integrating product attribute analysis with collective user behavior patterns. We conducted comprehensive evaluations using a shopping behavior dataset comprising 3,900 consumer records with diverse demographic and product interaction data. Our findings reveal that an asymmetric hybrid configuration—weighted at 70% for CBF and 30% for CF—achieves optimal performance with a Root Mean Square Error (RMSE) of 0.7422. The system incorporates an interactive user interface that facilitates a natural shopping experience: browsing available items, receiving personalized recommendations, and providing explicit feedback on suggested products. Through feature importance analysis, we identified key product attributes that significantly influence recommendation quality, including size variations and specific color preferences. The hybrid approach demonstrates 42% greater category diversity and 37% more recommendation diversity compared to pure content-based filtering, while maintaining superior accuracy metrics. Our research contributes to understanding optimal hybrid architectures and provides practical insights for implementing effective personalization strategies in real-world e-commerce environments.
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Copyright (c) 2026 Akhmad Syaifuddin, Ristu Saptono, Arif Rohmadi, Bambang Widoyono, Brilyan Hendrasuryawan
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