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All Journal JURNAL Al-AZHAR INDONESIA SERI SAINS DAN TEKNOLOGI
Nurlatifah, Hanny
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Biochemistry, Genetics & Molecular Biology Computer Science & IT Electrical & Electronics Engineering Industrial & Manufacturing Engineering Public Health

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Usulan Strategi Pemasaran Universitas Al Azhar Indonesia Menggunakan Metode K-Means Clustering Arsyad, Aisyah Tiar; Nurlatifah, Hanny; Sunarmo, Sunarmo
JURNAL Al-AZHAR INDONESIA SERI SAINS DAN TEKNOLOGI Vol 9, No 1 (2024): January 2024
Publisher : Universitas Al Azhar Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36722/sst.v9i1.2699

Abstract

In 2022, the University Al Azhar Indonesia (UAI) was in the second phase of expansion, focusing on increasing the influx of new students. Each year, UAI allocated funds to execute diverse promotional strategies. However, the effectiveness of the undertaken promotional measures is deemed suboptimal, as the student admissions continue to exhibit fluctuations. To address this issue, researchers have employed the data mining method utilizing the K-Means Clustering algorithm. This study adopts both qualitative and quantitative approaches. Following the data cleaning stage, the initial sample size of 4,342 students is reduced to 2,650. The K-Means Clustering analysis identifies three clusters: the main cluster, minimum cluster, and adaptive cluster. Based on the characteristic data within the first cluster, it is recommended that UAI prioritizes promotional efforts towards students from private high schools in the Jabodetabek area. Additionally, the marketing communication mix, including brochures, banners, printed media, television, and radio, needs to be reassessed. In executing promotional strategies, UAI is advised to carefully consider the unique characteristics of each cluster and to maximize the utilization of social media and websites by incorporating elements of the 7C Framework.Keywords - K-Means, Clustering, Promotion Strategy
Co-Authors Arsyad, Aisyah Tiar Sunarmo Sunarmo, Sunarmo