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Hardika Khusnuliawati, Hardika
Universitas Sahid Surakarta
Aerospace Engineering Automotive Engineering Biochemistry, Genetics & Molecular Biology Chemical Engineering, Chemistry & Bioengineering Chemistry Computer Science & IT Education Electrical & Electronics Engineering Engineering Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Mathematics Social Sciences

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Journal : Risenologi

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Identifikasi Segmen Pasar Mahasiswa Perguruan Tinggi Menggunakan Analisis Klaster Berdasarkan Variabel Psikografis Hardika Khusnuliawati; Dhian Riskiana Putri
Risenologi Vol. 6 No. 1b (2021): CASTLE: Conference on Social, Science, Technology, Language and Education Rese
Publisher : Kelompok Peneliti Muda Universitas Negeri Jakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47028/j.risenologi.2021.61b.243

Abstract

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.
Co-Authors Alfiyanus Shaf’at Anjarwani, Siti Muslikhah Astri Charolina Dhian Riskiana Putri Diyah Ruswanti Dwi Retnoningsih Firdhaus Hari Saputro Al Hari Firdhaus Hari Saputro Al Haris Hellen Marlina Hernanjaya, Arif Nugraha Putra, Taufiq Dio Eka Sukmanaji Sukmanaji Widya Nur’Afnida