MARKET SEGMENTATION ANALYSIS TO DETERMINE USER NEEDS (CASE STUDY: ONLINE TRAVEL AGENT APPLICATION IN INDONESIA USING SPSS WITH K-MEANS METHOD)
Keywords:
Segmentasi Pasar, Aplikasi Perjalanan Online, Agen Perjalanan, K-means Clustering
Abstract
Penelitian ini menganalisis segmentasi pasar pengguna aplikasi agen perjalanan online menggunakan metode K-Means Clustering dengan SPSS. Responden terdiri dari 103 konsumen dengan variabel seperti usia, jenis kelamin, pekerjaan, pendapatan, frekuensi penggunaan aplikasi, dan preferensi layanan. Hasil analisis menghasilkan tujuh segmen utama: Pengusaha Mandiri, Profesional Perkotaan, Mahasiswa Ekonomis, Wirausaha Berpenghasilan Tinggi, Petualang Hemat, Traveler Keluarga, dan High-Class Executive. Segmentasi berbasis data ini memberikan wawasan strategis bagi pengembang aplikasi perjalanan online untuk merancang strategi pemasaran yang lebih efektif, seperti promosi khusus dan paket perjalanan yang disesuaikan. Penelitian ini berkontribusi pada pengembangan strategi pemasaran digital di sektor aplikasi perjalanan dengan memahami kebutuhan pengguna. Selain itu, penelitian ini membuktikan efektivitas K-Means Clustering dalam segmentasi pasar konsumen ritel dan memberikan rekomendasi pemasaran yang lebih tepat sasaran. Sebagai strategi utama, penelitian ini menargetkan profesional perkantoran untuk promosi paket wisata menarik seperti bundling reservasi hotel, transportasi, dan tiket wisata, berdasarkan kebiasaan mereka menyisihkan dana secara rutin. Temuan ini dapat menjadi dasar bagi penelitian lanjutan dalam meningkatkan pengalaman pengguna dan loyalitas pelanggan di industri perjalanan digital.
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Jurnal Manajemen Bisnis Modern, Vol 6 No 3, Sinta 4 · 1 Agu 2024, Segmenting, Targeting And Positioning For Laptop_Tablet Hybrid Using K-Means Clustering For PT SIPSegmenting, Targeting And Positioning For Laptop_Tablet Hybrid Using K-Means Clustering For PT SIP
Jurnal Pendidikan Indonesia, Vol 5 No 11, Sinta 4 · 22 Nov 2024 segmentation of Students Using K-Means Clustering Case Study of Sekolah Dasar Tahfizh Quran (SDTQ) CitamuliaSegmentation of Students Using K-Means Clustering Case Study of Sekolah Dasar Tahfizh Quran (SDTQ) Citamulia.
Jurnal Sains dan Teknologi, Vol 6 no 2 (2024), Sinta 5 · 15 Jul 2024, RFM Segmentation and K–Means Clustering of Skincare Product (Case study Scarlett) RFM Segmentation and K–Means Clustering of Skincare Product (Case study Scarlett).
Jurnal Scientia, Vol 13 No 03, Sinta 5 · 28 Agu 2024, Analysis Of Customer Segmentation In The Top Three Most Visited E-Commerce Platforms In Indonesia In 2023 Using RFM Model And Clustering TechniquesAnalysis Of Customer Segmentation In The Top Three Most Visited E-Commerce Platforms In Indonesia In 2023 Using RFM Model And Clustering Techniques.
Jurnal Teknik Industri Terintegrasi (JUTIN), Vol 7 No 4 · 15 Okt 2024, Market segmentation analysis to find out products and services that suit customer needs using the python KMEANS clustering method (Case study: Superindo Tambun Area, Bekasi) Market segmentation analysis to find out products and services that suit customer needs using the python KMEANS clustering method (Case study: Superindo Tambun Area, Bekasi).
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Nayla Azkia, Rizky Feliana Devi, Fajar Hartanto Siswanto, Jerry Heikal, (2024), Application of K-Means Clustering to Analyze Insurance Data at PT AXA Insurance Indonesia, BUDGETING: Journal of Business, Management and Accounting, Vol 6 No 1 (2024), Sinta 5.
Neraca: Jurnal Ekonomi, Manajemen Dan Akuntansi, Vol. 2 No. 8 (2024), Copernicus · 25 Jul 2024, Customer Segmentation Based On Age, Gender, Product And Total Customer Balance At Bank XYZ Using The K-Means Clustering ModelCustomer Segmentation Based On Age, Gender, Product And Total Customer Balance At Bank XYZ Using The K-Means Clustering Model.
Praditya, R. G., Sembodo, G., & Heikal, J. (2024). Market Segmentation Analysis Using Python KMeans Clustering Method: A Case Study of Superindo Tambun. JUTIN, 7(4), 2072–2081.
Rizqy, G. P., Sembodo, G., & Heikal, J. (2024). Market segmentation analysis using Python KMeans clustering method: Case study of Superindo Tambun Area, Bekasi. JUTIN: Jurnal Teknik Industri Terintegrasi, 7(4), 2072–2081. https://doi.org/10.31004/jutin.v7i4.35889.
Suhari Santosa, Jerry Heikal, (2024), Analysis of Global Bank’s Financial Performance with the Clustering K-Means Model, JRAP (Jurnal Riset Akuntansi Dan Perpajakan), Vol 11 no 2, Sinta 3.
The Indonesian Interdisciplinary Journal of Sharia Economics (IIJSE), Vol 7 No 2 (2024), Sinta 3 ·3 Mei 2024, Enhancing Customer Segmentation in Online Transportation Services: A Comprehensive Approach Using K-Means Clustering and RFM ModelEnhancing Customer Segmentation in Online Transportation Services: A Comprehensive Approach Using K-Means Clustering and RFM Model.
Tubagus Chandra Saputra, Savira Maghfiratul Fadhilah, Shidiq Umar Mangkuto, Jerry Heikal, (2024), Segmentation, targeting and positioning analysis using k-means clustering model: A case study of the laptop market in Indonesia, International Journal of Applied Finance and Business Studies, Vol 12 no 2, Sinta 5.
Wedel, M., & Kamakura, W. A. (2012). Market Segmentation: Conceptual and Methodological Foundations. Springer Science & Business Media.
Wedel, M., & Kamakura, W. A. (2012). Market segmentation: Conceptual and methodological foundations (2nd ed.). New York, NY: Springer Science & Business Media.
Assauri, S. (2018). Manajemen pemasaran (Cetakan ke-16). Depok: Rajawali Pers.
Assauri, S. (2018). Manajemen Pemasaran. Depok: Rajawali Pers.
BUDGETING : Journal of Business, Management and Accounting, Vol 5 No 2 (2024), Sinta 5 · 4 Apr 2024, Customer Segmentation Using K-Means Clustering with SPSS Program in a Case Study of Consumer Interest in Current Coffee Shop Customer Segmentation Using K-Means Clustering with SPSS Program in a Case Study of Consumer Interest in Current Coffee Shop.
BUDGETING: Journal of Business, Management and Accounting, Vol 6 No 1 (2024), Sinta 5 · 20 Okt 2024 Application of K-Means Clustering to Analyze Insurance Data at PT AXA Insurance Indonesia.
CBJIS: Cross-Border Journal of Islamic Studies, Vol 6 No 1, SINTA 5 · 17 Jul 2024, Evaluasi Perubahan Segmentasi Kinerja Keuangan PT. KB Bukopin, TBK Sebelum dan Sesudah Akuisisi dengan Metode K-Means ClusteringEvaluasi Perubahan Segmentasi Kinerja Keuangan PT. KB Bukopin, TBK Sebelum dan Sesudah Akuisisi dengan Metode K-Means Clustering.
Co-Value: Jurnal Ekonomi, Koperasi & Kewirausahaan, Vol. 15 No. 3 (2024), Sinta 5 · 30 Agu 2024, Identifying Customer Segmentation and Persona of Soft Drink Industry in India: An Approach Using K-Means ClusteringIdentifying Customer Segmentation and Persona of Soft Drink Industry in India: An Approach Using K-Means Clustering.
Creswell, J. W. (2014). Research design: Qualitative, quantitative, and mixed methods approaches (4th ed.). Thousand Oaks, CA: SAGE Publications.
Han, J., Kamber, M., & Pei, J. (2011). Data Mining: Concepts and Techniques. Morgan Kaufmann.
Han, J., Kamber, M., & Pei, J. (2011). Data mining: Concepts and techniques (3rd ed.). Burlington, MA: Morgan Kaufmann.
Innovative: Journal Of Social Science Research, Vol 4 No 5, Sinta 5 · 2 Sep 2024, Customer Segmentation Using Python K-Modes Clustering Method (Case Study on Netflix Userbase) Customer Segmentation Using Python K-Modes Clustering Method (Case Study on Netflix Userbase)
Inovasi Manajemen Bisnis, Vol 6 No 3 (2024), Sinta 5 · 1 Jul 2024, Analisis Segmentasi Data Pelanggan Berdasarkan Earning Point Pada Pengguna Aplikasi Fintech Payment X Menggunakan Metode K-Means ClusteringAnalisis Segmentasi Data Pelanggan Berdasarkan Earning Point Pada Pengguna Aplikasi Fintech Payment X Menggunakan Metode K-Means Clustering.
International Journal of Applied Finance and Business Studies, Vol 12 no 2, Sinta 5 · 30 Sep 2024, Segmentation, targeting and positioning analysis using k-means clustering model: A case study of the laptop market in IndonesiaSegmentation, targeting and positioning analysis using k-means clustering model: A case study of the laptop market in Indonesia.
JRAP (Jurnal Riset Akuntansi Dan Perpajakan), Vol 11 no 2, Sinta 3 · 2 Okt 2024 Analysis of Global Bank’s Financial Performance with the Clustering K-Means ModelAnalysis of Global Bank’s Financial Performance with the Clustering K-Means Mode.
Jurnal Ekonomika dan Bisnis, Vol 4 no 3 (2024), Sinta 5 · 18 Jun 2024, segmentation Of Vehicle Delivery Test Services Using K-Means Clustering Case Study Of West Pasaman District Transportation ServicesSegmentation Of Vehicle Delivery Test Services Using K-Means Clustering Case Study Of West Pasaman District Transportation Services.
Jurnal Fokus Manajemen Bisnis, Vol 14 No 2, Sinta 3 · 3 Sep 2024, Mapping the Wuling vehicle market with K-Means Clustering: An effective digital marketing strategyMapping the Wuling vehicle market with K-Means Clustering: An effective digital marketing strategy.
Jurnal Ilmiah Kajian Multidisipliner, Vol 8 No 4 (2024), SInta 6 · 30 Apr 2024, Analisis Segmentasi Pasar Untuk Mengembangkan Fitur Layanan Strategis Klub Biathlon Dengan Metode Python Kmeans ClusteringAnalisis Segmentasi Pasar Untuk Mengembangkan Fitur Layanan Strategis Klub Biathlon Dengan Metode Python Kmeans Clustering.
Jurnal Manajemen Bisnis Modern, Vol 6 No 3, Sinta 4 · 1 Agu 2024, Segmenting, Targeting And Positioning For Laptop_Tablet Hybrid Using K-Means Clustering For PT SIPSegmenting, Targeting And Positioning For Laptop_Tablet Hybrid Using K-Means Clustering For PT SIP
Jurnal Pendidikan Indonesia, Vol 5 No 11, Sinta 4 · 22 Nov 2024 segmentation of Students Using K-Means Clustering Case Study of Sekolah Dasar Tahfizh Quran (SDTQ) CitamuliaSegmentation of Students Using K-Means Clustering Case Study of Sekolah Dasar Tahfizh Quran (SDTQ) Citamulia.
Jurnal Sains dan Teknologi, Vol 6 no 2 (2024), Sinta 5 · 15 Jul 2024, RFM Segmentation and K–Means Clustering of Skincare Product (Case study Scarlett) RFM Segmentation and K–Means Clustering of Skincare Product (Case study Scarlett).
Jurnal Scientia, Vol 13 No 03, Sinta 5 · 28 Agu 2024, Analysis Of Customer Segmentation In The Top Three Most Visited E-Commerce Platforms In Indonesia In 2023 Using RFM Model And Clustering TechniquesAnalysis Of Customer Segmentation In The Top Three Most Visited E-Commerce Platforms In Indonesia In 2023 Using RFM Model And Clustering Techniques.
Jurnal Teknik Industri Terintegrasi (JUTIN), Vol 7 No 4 · 15 Okt 2024, Market segmentation analysis to find out products and services that suit customer needs using the python KMEANS clustering method (Case study: Superindo Tambun Area, Bekasi) Market segmentation analysis to find out products and services that suit customer needs using the python KMEANS clustering method (Case study: Superindo Tambun Area, Bekasi).
Kotler, P. (2007). Marketing management (12th ed.). Upper Saddle River, NJ: Pearson Prentice Hall.
Kotler, P., & Keller, K. L. (2016). Marketing management (15th ed.). Harlow: Pearson Education.
Kotler, P., & Keller, K. L. (2016). Marketing Management. Harlow: Pearson Education.
Nayla Azkia, Rizky Feliana Devi, Fajar Hartanto Siswanto, Jerry Heikal, (2024), Application of K-Means Clustering to Analyze Insurance Data at PT AXA Insurance Indonesia, BUDGETING: Journal of Business, Management and Accounting, Vol 6 No 1 (2024), Sinta 5.
Neraca: Jurnal Ekonomi, Manajemen Dan Akuntansi, Vol. 2 No. 8 (2024), Copernicus · 25 Jul 2024, Customer Segmentation Based On Age, Gender, Product And Total Customer Balance At Bank XYZ Using The K-Means Clustering ModelCustomer Segmentation Based On Age, Gender, Product And Total Customer Balance At Bank XYZ Using The K-Means Clustering Model.
Praditya, R. G., Sembodo, G., & Heikal, J. (2024). Market Segmentation Analysis Using Python KMeans Clustering Method: A Case Study of Superindo Tambun. JUTIN, 7(4), 2072–2081.
Rizqy, G. P., Sembodo, G., & Heikal, J. (2024). Market segmentation analysis using Python KMeans clustering method: Case study of Superindo Tambun Area, Bekasi. JUTIN: Jurnal Teknik Industri Terintegrasi, 7(4), 2072–2081. https://doi.org/10.31004/jutin.v7i4.35889.
Suhari Santosa, Jerry Heikal, (2024), Analysis of Global Bank’s Financial Performance with the Clustering K-Means Model, JRAP (Jurnal Riset Akuntansi Dan Perpajakan), Vol 11 no 2, Sinta 3.
The Indonesian Interdisciplinary Journal of Sharia Economics (IIJSE), Vol 7 No 2 (2024), Sinta 3 ·3 Mei 2024, Enhancing Customer Segmentation in Online Transportation Services: A Comprehensive Approach Using K-Means Clustering and RFM ModelEnhancing Customer Segmentation in Online Transportation Services: A Comprehensive Approach Using K-Means Clustering and RFM Model.
Tubagus Chandra Saputra, Savira Maghfiratul Fadhilah, Shidiq Umar Mangkuto, Jerry Heikal, (2024), Segmentation, targeting and positioning analysis using k-means clustering model: A case study of the laptop market in Indonesia, International Journal of Applied Finance and Business Studies, Vol 12 no 2, Sinta 5.
Wedel, M., & Kamakura, W. A. (2012). Market Segmentation: Conceptual and Methodological Foundations. Springer Science & Business Media.
Wedel, M., & Kamakura, W. A. (2012). Market segmentation: Conceptual and methodological foundations (2nd ed.). New York, NY: Springer Science & Business Media.
Published
2025-06-05
How to Cite
Muhammad Yusuf, Rafyon Sani, & Jerry Heikal. (2025). MARKET SEGMENTATION ANALYSIS TO DETERMINE USER NEEDS (CASE STUDY: ONLINE TRAVEL AGENT APPLICATION IN INDONESIA USING SPSS WITH K-MEANS METHOD). Journal of Social and Economics Research, 7(1), 194-207. https://doi.org/10.54783/jser.v7i1.818
Section
Articles
