Identifikasi Segmen Pasar Mahasiswa Perguruan Tinggi Menggunakan Analisis Klaster Berdasarkan Variabel Psikografis

Risenologi : Jurnal Sains, Teknologi, Sosial, Pendidikan, dan Bahasa

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Field Value
 
Title Identifikasi Segmen Pasar Mahasiswa Perguruan Tinggi Menggunakan Analisis Klaster Berdasarkan Variabel Psikografis
 
Creator Hardika Khusnuliawati
Riskiana Putri, Dhian
 
Subject segmentasi pasar
analisis kluster
variabel psikografis
 
Description The importance of the presence of higher education enables the private sector to participate in organizing academic activities in the form of higher education institutions. This causes the private higher education market to become more competitive, which implies a low number of students. Therefore, market segmentation needs to be applied to college students so that they can help to determine the model of marketing and promotional activities. The stages carried out in this study consisted of data collection, data exploration, and extracting segment. Cluster analysis was applied as a method for extracting segments of students with psychographics variables as partitioning factors. The K-Means algorithm was chosen as the method applied for cluster analysis because it produces better performance when compared to the use of K-Modes. Cluster analysis based on psychographics variables applied to this case succeeded in extracting the segment of the university students into 6 segments.
 
Publisher Kelompok Peneliti Muda Universitas Negeri Jakarta
 
Date 2021-10-25
 
Type info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
Peer-reviewed Article
 
Format application/pdf
 
Identifier http://ejurnal.kpmunj.org/index.php/risenologi/article/view/243
10.47028/j.risenologi.2021.61b.243
 
Source Risenologi; Vol. 6 No. 1b (2021): CASTLE: Conference on Social, Science, Technology, Language and Education Research; 44-49
2720-9571
2502-5643
10.47028/j.risenologi.2021.61b
 
Language eng
 
Relation http://ejurnal.kpmunj.org/index.php/risenologi/article/view/243/141
 
Rights Copyright (c) 2021 Risenologi
https://creativecommons.org/licenses/by/4.0
 

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