ANALISIS SEGMENTASI PASAR PUSAT PERBELANJAAN MENGGUNAKAN METODE K-MEANS BERDASARKAN KELENGKAPAN, HARGA, KUALITAS, DAN PELAYANAN DI DKI JAKARTA
Published 2025-12-19
Keywords
- Market Segmentation,
- K-means Cluster,
- DKI Jakarta Shopping Center,
- Cluster Analysis
How to Cite
Abstract
This study examines the segmentation of shopping center visitors in DKI Jakarta as a basis for determining effective positioning strategies to face one-stop shopping competition. Using a quantitative approach with the K-Means Cluster algorithm on 50 respondents, visitors were classified based on aspects of Completeness, Price, Quality, and Service. The study findings revealed three specific consumer groups: Cluster 1 (30%) identified as "Product-Oriented," Cluster 2 (36%) as "Value and Service Hunters" with the highest loyalty potential, and Cluster 3 (34%) as "Facility-Oriented." Statistical analysis confirmed that all four variables are valid distinguishing factors, with Price acting as the primary determinant and Service receiving the highest average rating. Therefore, it is concluded that management needs to adopt a segmented marketing approach tailored to the unique characteristic profiles of each cluster.
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References
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