SEGMENTASI KONSUMEN BERDASARKAN PERSEPSI KUALITAS LAYANAN MENGGUNAKAN ALGORITMA K-MEANS CLUSTERING
Published 2025-12-17
Keywords
- Consumer Segmentation,
- K-Means Clustering,
- Service Quality,
- Consumer Behaviour,
- Marketing Strategy
How to Cite
Abstract
This study aims to identify consumer segmentation based on their views on service quality, including indicators of comfort, facilities, completeness, cost, and product quality. A descriptive quantitative method was employed, involving 50 participants who provided assessments using a Likert-scale questionnaire. K-Means Clustering analysis was used to group consumers into similar groups based on shared views on the five indicators. The study's findings revealed three consumer groups with distinct characteristics: Group 1 focused on completeness and service, Group 2 emphasised quality and value for money, and Group 3 prioritised comfort and physical facilities. ANOVA confirmed that all variables showed significant values.
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References
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