Riset Segmentasi Konsumen Jasa Pendidikan Untuk STIE Nusantara
Keywords:
Segmentasi, Analisis Faktor, Analisis Cluster
Abstract
Dalam penelitian ini, penulis berusaha untuk menentukan segmentasi yang tepat bagi STIE Nusantara melalui pendekatan post-hoc yang berdasarkan riset yang dilakukan kepada calon konsumen jasa pendidikan tinggi. Data yang terkumpul dari riset kemudian diolah menggunakan analisis faktor untuk mereduksi atribut yang dianggap penting oleh responden. Hasil dari analisis faktor kemudian diolah kembali menggunakan analisis cluster untuk mendapatkan segmen yang ada pada konsumen jasa pendidikan.
Dari hasil penelitian didapatkan tiga buah segmen yang mencerminkan segmentasi yang ada pada konsumen jasa pendidikan.
References
[1] Philip Kotler, 1997, “Marketing Management, Analysis, Planning, Implementation, and Control, Ninth Edition”, Prentice Hall, New Jersey
[2] Philip Kotler, 1994, “Marketing Management, Analysis, Planning, Implementation, and Control, Eighth Edition”, Prentice Hall, New Jersey
[3] Rhenald Kasali, 1998, “Membidik Pasar Indonesia, Segmentasi, Tagetting, Positioning”, PT Gramedia Pustaka Utama, Jakarta
[4] Philip Kotler, Hermawan Kartajaya, Hooi Den Huan, Sandra Liu, 2005, “Rethinking Marketing Sustainable Market-ing Enterprise di Asia”, Edisi Bahasa Indonesia, Cetakan Keempat, Prentice Hall-PT Indek, Jakarta
[5] Ercan Sirakaya, Muzaffer Uysal, Carlton F. Yoshioka, 2003, “Segmenting the Japanese Tour Market to Turkey”, Journal of Travel Research, Vol. 41, February 2003, Sage Publications
[6] Susanne Becken, David Simmons and Chris Frampton, 2003, “Segmenting Tourists by Their Travel Pattern for Insights into Achieving Energy Efficiency”, Journal of Travel Research, Vol. 42, August 2003, Sage Publications
[7] Wanjohi Kibicho, 2006, “Tourists to Amboseli National Park: A factor-cluster segmentation analysis”, Journal of Vacation Marketing, Vol. 12 No. 3, Sage Publications, London, Thousands Oaks, CA and New Delhi
[8] Gregorius Chandra, 2002, “Strategi & Program Pemasaran”, Penerbit Andi, Yogyakarta
[9] Philip Kotler, Garry Amstrong, 1997, “Dasar-dasar Pemasaran”,DiIndonesiakan oleh Drs. Alexander Sindoro. Jilid 1, Prentice-hall, New Jersey
[10] Philip Kotler, 2000, “Marketing Management, The Millennium Edition”, Prentice Hall, New Jersey
[11] Al Rise and Jack Trout, 1987, “Marketing Warfare”, McGraw Hill, Inc., Penerbit Erlangga, Jakarta
[12] Hiebing & Cooper, S.W, 1997, “How To Write A Succesfull Marketing Plan. 2nd editions”, NTC Bussiness book, Lincolnwood
[13] Orville C. Walker, Jr., Harper W. Boyd, Jr., Jean-Claude Larréché, 1992, “Marketing Strategy: Planning And Implementation”, Richard D. Irwin Inc., Homewood, Illinois,
[14] Singgih Santoso, Fandy Tjiptono, 2001, “Riset Pemasaran, Konsep dan Aplikasi dengan SPSS”, PT Elex Media Komputindo, Jakarta
[15] Freddy Rangkuti, 2003, “Riset Pemasaran”, PT Gramedia Pustaka Utama, Jakarta
[16] Barbara B. Jackson, 1983, “Multivariate Data Analysis”, Richard D. Irwin Inc., Homewood, Illinois
[17] Freddy Rangkuti, 2002, “Strategic Marketing Tools & Cases, Teknik Analisis Segmentasi dan Targeting dalam Marketing”, PT Elex Media Komputindo, Jakarta
[18] Dermawan Wibisono, 2000, “Seri Komunikasi Profesional Riset Bisnis, Edisi Pertama”, BPFE, Yogyakarta
[19] Marija J. Norusis, 1993, “SPSS for Windows Professional Statistics Release 6.0”, Marketing Department SPSS Inc, 444 North Michigan Avenue, Chicago
[20] Donald R. Lehman, Sunil Gupta, Joel H. Steckel, 1998, “Marketing Research”, Addison-Wesley Educational Publishers Inc.
[21] Sara Dolničar, 2003, “Using cluster analysis for market segmentation: typical misconceptions, established methodological weaknesses and some recommendation for improvement”, Journal of Market Research, 2003 Vol. 11 No. 2, Research Online, http://ro.uow.edu.au/
[2] Philip Kotler, 1994, “Marketing Management, Analysis, Planning, Implementation, and Control, Eighth Edition”, Prentice Hall, New Jersey
[3] Rhenald Kasali, 1998, “Membidik Pasar Indonesia, Segmentasi, Tagetting, Positioning”, PT Gramedia Pustaka Utama, Jakarta
[4] Philip Kotler, Hermawan Kartajaya, Hooi Den Huan, Sandra Liu, 2005, “Rethinking Marketing Sustainable Market-ing Enterprise di Asia”, Edisi Bahasa Indonesia, Cetakan Keempat, Prentice Hall-PT Indek, Jakarta
[5] Ercan Sirakaya, Muzaffer Uysal, Carlton F. Yoshioka, 2003, “Segmenting the Japanese Tour Market to Turkey”, Journal of Travel Research, Vol. 41, February 2003, Sage Publications
[6] Susanne Becken, David Simmons and Chris Frampton, 2003, “Segmenting Tourists by Their Travel Pattern for Insights into Achieving Energy Efficiency”, Journal of Travel Research, Vol. 42, August 2003, Sage Publications
[7] Wanjohi Kibicho, 2006, “Tourists to Amboseli National Park: A factor-cluster segmentation analysis”, Journal of Vacation Marketing, Vol. 12 No. 3, Sage Publications, London, Thousands Oaks, CA and New Delhi
[8] Gregorius Chandra, 2002, “Strategi & Program Pemasaran”, Penerbit Andi, Yogyakarta
[9] Philip Kotler, Garry Amstrong, 1997, “Dasar-dasar Pemasaran”,DiIndonesiakan oleh Drs. Alexander Sindoro. Jilid 1, Prentice-hall, New Jersey
[10] Philip Kotler, 2000, “Marketing Management, The Millennium Edition”, Prentice Hall, New Jersey
[11] Al Rise and Jack Trout, 1987, “Marketing Warfare”, McGraw Hill, Inc., Penerbit Erlangga, Jakarta
[12] Hiebing & Cooper, S.W, 1997, “How To Write A Succesfull Marketing Plan. 2nd editions”, NTC Bussiness book, Lincolnwood
[13] Orville C. Walker, Jr., Harper W. Boyd, Jr., Jean-Claude Larréché, 1992, “Marketing Strategy: Planning And Implementation”, Richard D. Irwin Inc., Homewood, Illinois,
[14] Singgih Santoso, Fandy Tjiptono, 2001, “Riset Pemasaran, Konsep dan Aplikasi dengan SPSS”, PT Elex Media Komputindo, Jakarta
[15] Freddy Rangkuti, 2003, “Riset Pemasaran”, PT Gramedia Pustaka Utama, Jakarta
[16] Barbara B. Jackson, 1983, “Multivariate Data Analysis”, Richard D. Irwin Inc., Homewood, Illinois
[17] Freddy Rangkuti, 2002, “Strategic Marketing Tools & Cases, Teknik Analisis Segmentasi dan Targeting dalam Marketing”, PT Elex Media Komputindo, Jakarta
[18] Dermawan Wibisono, 2000, “Seri Komunikasi Profesional Riset Bisnis, Edisi Pertama”, BPFE, Yogyakarta
[19] Marija J. Norusis, 1993, “SPSS for Windows Professional Statistics Release 6.0”, Marketing Department SPSS Inc, 444 North Michigan Avenue, Chicago
[20] Donald R. Lehman, Sunil Gupta, Joel H. Steckel, 1998, “Marketing Research”, Addison-Wesley Educational Publishers Inc.
[21] Sara Dolničar, 2003, “Using cluster analysis for market segmentation: typical misconceptions, established methodological weaknesses and some recommendation for improvement”, Journal of Market Research, 2003 Vol. 11 No. 2, Research Online, http://ro.uow.edu.au/
Published
2011-04-22
How to Cite
Yurindera, N. (2011). Riset Segmentasi Konsumen Jasa Pendidikan Untuk STIE Nusantara. ESENSI: Jurnal Manajemen Bisnis, 14(1), 7-34. https://doi.org/10.55886/esensi.v14i1.184
Section
Articles
