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Journal : Matrik: Jurnal Manajemen, Strategi Bisnis, dan Kewirausahaan

Segmentation Analysis of Staycationers in Jakarta Shinta Wardhani; Agung Suryawan Wiranatha; I Gusti Ayu Oka Suryawardani
Matrik : Jurnal Manajemen, Strategi Bisnis, dan Kewirausahaan Volume 18 Nomor 1 Tahun 2024
Publisher : Faculty of Economics and Business Udayana University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24843/MATRIK:JMBK.2024.v18.i01.p06

Abstract

Staycation has been growing and continuously gaining popularity in Indonesia during and after the COVID-19 pandemic. This study aims to identify segments of staycation tourists/staycationers in Jakarta, one of Indonesia's most popular staycation destinations. Using quantitative methods, this study implements a proportional sampling design based on accommodation types with a total of 130 valid and reliable online questionnaire surveys. This study identifies factors and clusters using lifestyle variables from Activity, Interest, and Opinion (AIO) Model and examines their correlation with demographic, geographic, and behaviour segmentation. Data were analysed by descriptive statistics, including factor analysis, cluster analysis, discriminant analysis, and cross-tabulation analysis. The findings revealed four types of staycationers in Jakarta: (1) I-want-everything staycationers, (2) independent and attention seekers, (3) indulgent shopaholics, and (4) culture and local adventurers. Profiles and characters of each staycationer segment were analysed, giving significant knowledge about staycation market, particularly in Jakarta. Thus, this study offers valuable information for tourism and hospitality businesses to focus on the most potential market segment. Keywords: AIO model, lifestyle segmentation, market segmentation, marketing, staycation
Co-Authors A.A. Putri Cahaya Tyasdela Adrianus Waranei Muntu Agnela Saneta Listiowati Agung Rendra Wijaya Alexander Samuel P.T AMNA HARTATI Amna Hartiati Anak Agung Gde Raka Dalem Anak Agung Gede Rai Giri Natha Anita Gustika Damanik Antonietta Gizela Dethan Avriella Anggita Ayu Indah Puspa Rini Ayu Putu Sarasdewi Bestari, Ni Made Prasiwi Christine PETR Christine PETR Cokorda Anom Bayu Sandyasmara Desya Rachmasari Cahyadewi DEWA AYU ANOM YUARINI Dewa Ayu Candra Dewi Laksmi Dewa Ayu Nyoman Aridayanti Dheanita Sekarini Octanisa DWI PUTRA DARMAWAN Dwiki Firmandiri Natakusumah Eka Kadalora Eli Shylvia Br Tarigan Fenilia Tamaratika Fitri Aprilia Pratiwi Fransiska Fila Hidayana G.P. Ganda Putra Gede Paramananda Jentrasaswin Herry Arianto I A Istri Manik Iswari I Dewa Gede Satria Nugraha, I Gde Pitana, I Gde I Gede Ngurah Primanda S Rahadiarta I Gede Ngurah Primansa S Rahadiarta I Gusti Agung Mirah Sanjiwani I Gusti Ayu Lani Triani I Gusti Ayu Oka Suryawardani I Gusti Bagus Arya Yudiastina I Gusti Kade Heryadi Angligan I Gusti Made Dwi Sapta Nugraha I Gusti Ngurah Aditya Gunawan I Gusti Ngurah Putra Ardinata I Gusti Raka Purbanto I Ketut Rantau I Ketut Satriawan I Ketut Suamba I Ketut Surya Diarta I Komang Deya Pradnyana I Komang Gde Bendesa I Made Adi Wiratama I Made Antara I Made Budiarsa I Made Patera I Made Sukarsa I Nyoman Darma Putra I Nyoman Gede Astina I Nyoman Sudiarta I Nyoman Sukma Arida I Nyoman Sunarta I Putu Angga Suta Pramana Putra I Putu Angga Suta Pramana Putra I Putu Eka Nila Kencana I Putu Gde Sukaatmadja I Putu Prasista Bestari I Putu Restu Wiana I Putu Sudhyana Mecha I W.G. SEDANA YOGA I Wayan Tika Ida Ayu Karina Putri Ida Ayu Made Dwi Susanti Ida Ayu Mahatma Tuningrat Ida Bagus Gde Pujaastawa Indah Surya Intan Krisdayanti Sinaga Iola Astried Karisma Jaya Pramono Keisa Az-zahra KETUT BUDI SUSRUSA Laksono Trisnantoro Luh Putu Triyanti Ariestiana Dewi Luh Putu Wrasiati M. Sudiana Mahendra Made Anggray Wulan Darini Made Antara Made Antara Monica Yohana Putri Wiryokusumo Muhammad Dika Ima Dudin Nadya Kirana A Naila Zulmia Nelman Rumere Ni Kadek Vira Purnama Yanthi Ni Luh Firdayanti Ni Luh Made Dwi Meliyanti Putri Ni Luh Putu Agustini Karta Ni Made Rai Safitri Ni Made Yuli Widra Yanti Ni Nyoman Widari Ni Putu Lisna Padma Yanti Ni Wayan Ana Pradnya Dewi Niā€™matun Nasim Nur Arifin Nur Zaenab Mentari Wirawan Nyoman Darma Putra NYOMAN SEMADI ANTARA Panudiana Kuhn Prasetya Dwitama Putu Yunita Wacana Sari Rahman Rahman Sadyasmara, Cokorda Anom Bayu Shinta Wardhani Sri Mulyani Sri Mulyani Syamsul Alam Paturusi Taufan Daniarta Sukarno Tien Cathy Patricia Tjok Istri Indriyanti Pemayun Try Ono Siswandi Vera Wati Situmeang Yogi Birrul Walid Sugandi Zainal Abidin