ANALISIS CLUSTER UNTUK MENGIDENTIFIKASI SEGMEN KEPERCAYAAN KONSUMEN BERDASARKAN VARIABEL PEMASARAN DAN DEMOGRAFI

Abstract

Consumer trust is a crucial aspect in consumer decisions to purchase products or services. Differences in consumer characteristics lead to varying levels of trust, necessitating a segmentation approach to understand them. This study aims to identify consumer trust segments based on marketing and demographic variables. The method used is an exploratory quantitative approach with k-means cluster analysis and descriptive ANOVA using SPSS. The variables analyzed include promotion, facilities, price, quality, service, age, and gender. The results show the formation of three consumer clusters with different characteristics. The variables of price, quality, service, and age proved significant in differentiating consumer trust segments, while promotion, facilities, and gender did not show significant differences. These findings indicate that consumer trust is more influenced by the perception of the core value of the service and the level of consumer maturity than by promotional stimuli.