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All Journal Excellent Jurnal Mirai Management Journal of Economic, Bussines and Accounting (COSTING) JURNAL PENDIDIKAN TAMBUSAI Journal on Education Jurnal Menara Ekonomi : Penelitian dan Kajian Ilmiah Bidang Ekonomi EKONOMI BISNIS Jurnal Sains dan Teknologi JATI (Jurnal Mahasiswa Teknik Informatika) Emerging Markets : Business and Management Studies Journal BUDGETING : Journal of Business, Management and Accounting Jurnal Fokus Manajemen Bisnis PENGARUH SISTEM KEUANGAN DAN KEBIJAKAN MONETER TERHADAP PERTUMBUHAN EKONOMI PADA ERA ORDE BARU DALAM PERSPEKTIF EKONOMI ISLAM Journal of Economics and Business UBS International Journal of Applied Finance and Business Studies Jurnal Ekonomika Dan Bisnis JRAP (Jurnal Riset Akuntansi dan Perpajakan) Jurnal Ekonomika Manajemen Dan Bisnis Indonesia Accounting Research Journal Applied Quantitative Analysis (AQA) Business and Investment Review Jurnal Informatika Ekonomi Bisnis Jurnal Media Akademik (JMA) Sainteks: Jurnal Sain dan Teknik International Journal of Management and Business Applied
Heikal, Jerry
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Religion Humanities Chemical Engineering, Chemistry & Bioengineering Chemistry Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Engineering Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Mathematics Physics Social Sciences Other

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Journal : Jurnal Fokus Manajemen Bisnis

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Mapping the Wuling vehicle market with K-Means Clustering: An effective digital marketing strategy Ardiansyah, Giri Teguh; Hasibuan, Muhammad Satir; Santosa, Suhari; Heikal, Jerry
Jurnal Fokus Manajemen Bisnis Vol. 14 No. 2 (2024)
Publisher : Universitas Ahmad Dahlan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.12928/fokus.v14i2.10026

Abstract

This study focuses on Indonesia’s automotive industry sector, which is currently experiencing growth, particularly in terms of Wuling's contribution to the economy through sales. The aim is to identify customer clusters for Wuling vehicle and the marketing mix strategy after the most dominant customer cluster for Wuling vehicle. The research method used was a quantitative survey, which involved collecting data from 111 potential Wuling customer using purposive sampling and data collection through questionnaires. The analysis included an F-Test to examine the differences between clusters. The results show that the clustering of Wuling customer using the K-Means Clustering method successfully divided them into three different clusters, namely Perfectionist, Easy Going, and Beginner, with the Easy Going being the most dominant. Therefore, it is necessary to adjust marketing strategies to focus more on the needs and preferences of the Easy Going, including optimizing the use of promotion channels that have been proven effective, such as direct marketing and sales websites. Thus, this study emphasizes the importance of applying the K-Means Clustering method in automotive market segmentation, providing valuable insights for Wuling to formulate more effective and relevant marketing strategies to meet the diverse needs of customer in a dynamic market.
Co-Authors Aldyah, Tika Alghifari Suhardi, Fitra Ali Wafa Amelia, Dona Andi Saputro Arda, Edvidel Ardiansyah, Giri Teguh Arthanugraha, Adam Awalludin Awalludin, Awalludin Ayu Pradina, Dinda Azkia, Nayla Azwar , Tasrika Azwar, Meiriza Azwar, Tasrika Azzuhri, Muhammad Basyar Chandra, Jon Hendra Saputra Chitra, Jimmi Darma Tenaya, I Putu Risky Daswirman, Daswirman Daulay, Risma Yanti Desmalina, Desmalina Devi, Rizky Feliana Dilla Sistesya Dwi Ramadona, Dasatry Elfira, Renti Fadhilah, Savira Maghfiratul Fahrizal, Rama Rizqullah Fajarini, Nurfahma Ferli, Isfan Fitria, Yossa Gandhi, Ayu Gelvi, Gelvi Givianty, Vasya Theodora Gusmeri, Gusmeri Hanifeliza, Rury Harsemarozi, Harsemarozi Hasibuan, Muhammad Satir Humaira, Putri Syifa Julian, Ahmad Kamaratih F, Yositalida Kettipusem, Sri Polya Kevry Ramdany Kurniawan, Haby Kurniawati, Yuni Mangkuto, Shidiq Umar Muzakkar, Milastri Nazmi, Fittria Ningsih, Andria Nisa, Khairi Nugrahmi, Lidya Nugroho, Septiadi Nugroho, Yusuf Wahyu Oki, Helzulmita Oktarini, Dwi Indah Pangestuti, Intan Passalaras, Raja Aulia Perdhana, Rizkita Bagus Pradina, Dinda Ayu Pratiwi Pratiwi Putra, Rahmad Yunendri Putri, Annisa Nurwanda Putri, Juandela Herina Putri, Maya Seruni Rahmawati, Nurmalinda Ramadhan, Andi Ramadhan, Yufiansyah Wahyu Safangati, Ainun Santosa, Suhari Saputra, Tubagus Chandra Saumananda Suroso, Nurinda Siswanto, Fajar Hartanto Sri Nugroho, Amanda Sugino, Agus Suhardi, Fitra Alghifari Syafer, Erdimen Syarrah, Ira Siti Syawaldi Afwan, Ahmad Waskita, Raden Maart Adi Wicaksono, Muhammad Haston Samudra Zulfahmi, Muhammad Riko Yohansyah