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All Journal Gaung Informatika Perfecting a Video Game with Game Metrics Jutisi: Jurnal Ilmiah Teknik Informatika dan Sistem Informasi Risenologi jurnal syntax admiration JoMMiT : Jurnal Multi Media dan IT
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 : Perfecting a Video Game with Game Metrics

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Hybrid clustering based on multi-criteria segmentation for higher education marketing Hardika Khusnuliawati; Dhian Riskiana Putri
TELKOMNIKA (Telecommunication Computing Electronics and Control) Vol 19, No 5: October 2021
Publisher : Universitas Ahmad Dahlan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.12928/telkomnika.v19i5.18965

Abstract

Market segmentation in higher education institutions is still rarely applied although it can assist in defining the right strategies and actions for the targeted market. The problem that often arises in market segmentation is how to exploit the preferences of students as customers. To overcome this, the combination of hybrid clustering method with multiple criteria will be applied to the case of the market segmentation for students in higher education institutions. The integration of geographic, demographic, psychographic, and behavioral criteria from students is used to get more insightful information about student preference. Data result of the integration will be processed using hybrid clustering using K-means and self organizing map (SOM) algorithm. The hybrid clustering conducted to get promising clustering result along with the visualization of segmentation. This study successfully produces five student segments. It received 1,386 as the Davies-Bouldin index (DBI) value and 2,752 as the quantization error (QE) value which indicates a good clustering result for market segmentation. In addition, the visualization of the clustering result can be seen in a hexagonal map.
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