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All Journal Jurnal Ilmiah Desain & Konstruksi UG Journal Arsitektura : Jurnal Ilmiah Arsitektur dan Lingkungan Binaan Lakar: Jurnal Arsitektur Jurnal Sosial dan Teknologi SADE Jurnal Arsitektur, Planologi dan Teknik Sipil Educenter: Jurnal Ilmiah Pendidikan Jurnal Lingkungan Binaan Indonesia Makara Journal of Technology Jurnal Indonesia Sosial Sains Jurnal Pengabdian Kepada Masyarakat Darma Saskara Journal of Innovative and Creativity EDUCENTER JURNAL PENDIDIKAN Dharmakayana: Journal of scientists, engineers, educators and scientific activists related to society development Journal of Learning on History and Social Sciences
Yudi Nugraha Bahar
Universitas Gunadarma
Agriculture, Biological Sciences & Forestry Arts Humanities Astronomy Biochemistry, Genetics & Molecular Biology Chemical Engineering, Chemistry & Bioengineering Chemistry Civil Engineering, Building, Construction & Architecture Computer Science & IT Decision Sciences, Operations Research & Management Earth & Planetary Sciences Economics, Econometrics & Finance Education Electrical & Electronics Engineering Energy Engineering Environmental Science Health Professions Immunology & microbiology Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Materials Science & Nanotechnology Mathematics Mechanical Engineering Neuroscience Physics Social Sciences Transportation Other

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Urban Consumer Market Segmentation: A Study for Brand and Lifestyle Preferences Using The K-Means Clustering Dwirahmawati, Retno; Nugraha, Yudi; Threezardi, Ricki; Haikal, Jerry
Journal of Innovative and Creativity Vol. 6 No. 1 (2026)
Publisher : Fakultas Ilmu Pendidikan Universitas Pahlawan Tuanku Tambusai

Show Abstract | Download Original | Original Source | Check in Google Scholar

Abstract

This research to identify and analyze urban consumer market segments based on their brand and lifestyle preferences by using the K-Means Clustering algorithm. Data processing is assisted by the application of Python 3. With high technology adoption, urban consumers exhibit strong reliance on digital platforms for convenience and efficiency, including e-commerce (Shopee, Tokopedia), digital payments (QRIS), and on-demand transport/delivery services (Grab/Gojek). Consumers within these segments highly value product quality, reflecting a smart and rational purchasing approach, driven by both essential needs and the desire for personal satisfaction. Despite showing significant preference for established, prestigious, and high-quality global brands (such as Adidas, Rolex, Gucci, Tag Heuer, Nike), there is also consistent strong support for local brands, indicating a balance between global appeal and an appreciation for domestic products or authentic values. An active and health-conscious lifestyle is also characteristic, with interests in sports, running, and travel. Furthermore, preferences for complex and luxurious fragrance aromas (Musky Powdery Floral, Floral Vanilla, Citrus Aromatic, Oud Woody Smoky) highlight refined tastes and attention to personal appearance. Social media activity also indicates that urban consumers are an easily reachable audience influenced by digital trends. The findings of this study reveal diverse consumer segments, each exhibiting distinct patterns in demographics, occupation, income, hobbies, and shopping behavior. The first cluster, "Urban Modern Local Woman," characterizes women aged 40-50 with S1 education who are both employees and entrepreneurs, primarily driven by an interest in promotions when shopping. The second cluster, "The Independent Aspiring Professionals Man & Woman," targets single individuals aged 20-40 with S1 education, enjoying reading and sports as hobbies, and making purchases based on need. Furthermore, "The Sporty Urban Ambitious Man" represents men aged 20-40 with S1 education, who are also both employees and entrepreneurs, with a passion for sports and purchasing items they genuinely like. The final two clusters focus on married middle-aged men: "The Urban Professional Mature Man also Well Educated Daddy" describes men aged 40-50 with S2 education, working as private sector employees, who value product quality and enjoy a wide range of hobbies including reading, sports, traveling, music, and arts. Meanwhile, "The Classy, Sporty and Tech-Savvy Dad" also comprises men aged 40-50, with S1 education and private sector employment, who share similar hobbies but tend to shop based on competitive pricing, while being highly active on social media and adopting modern technology
Analysis of Factors Causing Employee Stress in the Work Environment: A Grounded Theory Study Threezardi, Ricki; Dwirahmawati, Retno; Nugraha, Yudi; Heikal, Jerry
Jurnal Sosial Teknologi Vol. 6 No. 3 (2026): Jurnal Sosial dan Teknologi
Publisher : CV. Green Publisher Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59188/jurnalsostech.v6i3.32755

Abstract

Background: Stress at work is a common thing for us as humans. Stress is feedback that must be passed by humans in doing a job. Objective: This study aims to deeply understand the experience of work stress in office employees of various ages and positions. Methods: Using a grounded theory approach, this research uncovered the phenomenon of work stress from the subjective perspective of the employees. Seven participants from various backgrounds were involved in in-depth interviews conducted through Google Meet and recorded using Google Docs. Data analysis resulted in the finding that work stress in office employees is influenced by various factors. Through the grounded theory method, we found that there were 25 codes, 9 categories and 4 major themes with a total score of 31. From the data, we found that the major themes that contribute to causing work stress in employees are responsibility, environment, leadership and employee rights. Results: The findings of this study can be used to develop more effective intervention programs in reducing work stress and improving employee well-being. The findings contribute to a more comprehensive understanding of the experience of work stress in the context of office work in Indonesia. The implication of this research is the need for company management to better understand the factors that cause stress for their employees. Conclusion: This research is expected to make a significant contribution to the field of human resource management and occupational health.
Co-Authors Astria, Rizky Atiek Suprapti Atiek Suprapti Budiarto Azzahra, Adinda Christian Pere Christiana, Zubaidah Christophe Nicolle Dinda Haliza Dwi Candra Wirawan Dwiputri, Gaby Damara Dwirahmawati, Retno Eko Sumartono, Eko Fitri Damayanti Hadikusuma, Reiza Angga Haikal, Jerry Haryadi, Bima Heikal, Jerry Irina Mildawani Iskandar, Alfajri Suryadi Jérémie Landrieu Kasman, Tamiya Miftau Saada Lia Rosmala Schiffer Lia Rosmala Schiffer Marda’is Maulana, Yudhistira Mulyani, Sri Pitri Nurfadilah, Risa Aulia Ochtora, Danesty Pahlawati, Siti Pramantha, Raudina Qisthi Putra, Usin Abdisyah R Siti Rukayah Rehulina Apriyanti Rinaldy, Ferry Roihanah, Ita Safitri, Vivi Hariyanti Sari, Westi Annita Siwi, Dyah Ayu Purbo Tarwana, Wawan Threezardi, Ricki Ulfah Ulfah Veronika Widi Prabawasari Wahyu Prakosa Yeni, Dede