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Journal : Jurnal Bisnis dan Manajemen

SEGMENTASI PASAR SEWA PERALATAN PEMBANGKIT LISTRIK DENGAN PENDEKATAN CLUSTER ANALYSIS (STUDI PADA PELANGGAN PT. SUMBERDAYA SEWATAMA JAKARTA) Sumarsono, Sumarsono
Jurnal Bisnis dan Manajemen Vol 3, No 2 (2016): Juni 2016
Publisher : Jurnal Bisnis dan Manajemen

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Abstract

This research aims to identify the factors that develop market segmentation of Power Rental Equipment, as well as to reveal the profile of the segment formed by the segmentation process. This type of research is  survey, which combines exploratory and descriptive research, with a purposive sampling method. The object of the research is the business customers of PT. Sumberdaya Sewatama Jakarta, with a purposive sample for a total of 48 respondents. This research using a Cluster Analysis methods..  Results of research showed the factors that necessitated priority in shaping the Market Segmentation of power rental equipment such as: delivery, quality, service, price and range. The study also profiled three segments  as follows : First Time Prospect, Novices, Sophisticates on which to base further development of empirical research. The uniqueness of this study is the first market segmentation study on power rental equipment industry in Indonesia.
Co-Authors A Setiadi, A Adriani Darmawati Agus Mulyanto Alfi Rachmansyah Anggraeny Iskandar, Siska Restu Anton Setiawan Honggowibowo Ardhiansyah, N. Arizald Gobel, Mario Agapito Astogini, Dwiwiyati Bagus Pratama, Endyatna Puthut Bambang W.H.E Prasetiyono, Bambang W.H.E C. I. Sutrisno Cahyadi, Apdian Civic Julian Pradewa D. Fatchullah D.W. Widjajanto D.W. Widjajanto D.W. Widjayanto Deden Fatchullah Dedytha Nur Annisa Desyandri Desyandri Dwi Nugraheny, Dwi Dwita Darmawati E. Pangestu E.D. Purbajanti E.D. Purbajanti Eko Pangestu Elizabeth Nurmiyati Tamatjita Endang Dwi Purbajanti F. Kusmiyati Fiona Fajarditta Firanti, Annisa Fitriyani, Norma Latief Florentina Kusmiyati Freddy Gena Hamdi Mayulu Handoyo Handoyo Hazna Zafira Zafira Heni Irawati Hesti Reva Helva Ari Zahmi Hidayatullah, Syamsul Holyness Nurdin Singadimedja Hu Hong-Qing Jiang Guanjie K. Karno Karno Karno Latif, Hanif Abdul Limbang K. Nuswantara, Limbang K. Lukiwati, D.R.Lukiwati Mafazan, Mukhamad Richo Muflihah, Nur N. Ardhiansyah Novianto, Kurnia Rizki Novrianto, Novrianto Nugraha, Wahyu Fitrayanto Nurahmanto, Hendra Nurcahyani Dewi Retnowati Nurhadi Puguh Jati Nugroho Rifaya Dania Sari Risna Wati Rudiarto, Ari S. Anwar Septianto, Rivcky Sri Murni Setyawati Sudirman Sudirman Sudjatmogo Sudjatmogo Suhayati, Maya Sunarso . Surahmanto Surahmanto Suryana, Sendy Aditya Susilo Budiyanto suswati suswati Sutarno Sutarno Sutarno Sutarno Sutarwadi Sutarwadi, Sutarwadi Syaiful Anwar Syaka, Annisa Khodista Thanesya, Attria Thaqibul Fikri Niyartama Tirta, Akbar Maulana Turrini Yudiarti Usmanan, Indra Viata Rahmawati Widiyanto Widiyanto Widya Yolanda Widyati Slamet Wintolo, Hero Y. Liani Yayat Giyatno, Yayat Yoga Yuniadi Yuana, Budy Rolly Yuliani Indrianingsih