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.
Kota Salatiga merupakan salah satu wilayah di Indonesia yang memiliki potensi kerawanan pangan. Untuk menghadapi kondisi tersebut, diperlukan kajian yang mendalam Salatiga terkait kondisi pangan di daerah-daerah yang termasuk wilayah Kota Salatiga sehingga dapat diberikan pemantauan dan penekanan pada daerah yang rawan pangan. Akan tetapi, saat ini Kota Salatiga belum memiliki aplikasi yang dapat diakses secara umum dalam rangka menyediakan informasi ketahanan pangan yang yang akurat dan komprehensif. Maka dari itu dibangun Aplikasi Peta Ketahanan dan Kerentanan Pangan sebagai instrumen untuk memantau ketahanan pangan di wilayah Kota Salatiga. Pembangunan Aplikasi Peta Ketahanan dan Kerentanan Pangan menggunakan Sistem Informasi Geografis Q-GIS. Sistem Informasi ini digunakan untuk membangun Peta Kota Salatiga yang berisi informasi seperti Luas Lahan, Jumlah Sarana dan Prasarana Penyedia Pangan, Jumlah Rumah Tangga Sejahtera, Akses Jalan, Akses Air Bersih, Jumlah Tenaga Kesehatan, dan Komposit. Peta yang dihasilkan ditampilkan dalam suatu website sehingga dapat menjadi sumber informasi mengenai daerah yang rentan akan pangan bagi masyarakat maupun Dinas di Kota Salatiga. Berdasarkan hasil evaluasi, Aplikasi Peta Ketahanan dan Kerentanan Pangan dapat dioperasikan dengan baik dan mampu menyediakan informasi yang akurat.
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.
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