CLUSTER ANALYSIS IN THE DETERMINATION OF WIDYATAMA UNIVERSITY STUDENTS SEGMENTS
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11th Annual SEAAIR Conference
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.
segmenting, targeting, positioning, cluster analysis