CLUSTER ANALYSIS IN THE DETERMINATION OF WIDYATAMA UNIVERSITY STUDENTS SEGMENTS
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Date
2011-11-04
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11th Annual SEAAIR Conference
Abstract
One of the important thing in the company's
activities is marketing strategy. Marketing strategy could
be developed through the process of segmenting -
targeting - and positioning. This research is part of a
development strategy based on Segmenting - Targeting -
and positioning process. This study examines the segments
that can be used as a base by a university, especially the
University of Widyatama in determining the main
segmentts), target and position of the university. Through
cluster analysis, this research showed that the segment of
Widyatama University could be divided into four profile
segments, namely: the first profile is consists of variable
age, semester, the domicile, and sibling; the second profile
is consists of gender; the third profile consists of
department, and the fourth profile is consists of parents
job status.This research shows that the institution, in this
case Widyatama University should considers the 4
segments to make marketing policies, such as product
(curriculum), promotion and price. For example, the
curriculum should considers gender, and promotion
should considers siblings and parents job. The only
widyatama students as respondents is a limitation of this
research, it should be validate into other university
students as respondents.
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Keywords
segmenting, targeting, positioning, cluster analysis