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Journal : Journal of Soft Computing Exploration

Hybrid approach for identifying strategic promotional locations using k-means clustering and support vector machine classification Anisya, Anisya; Gultom, Brestina; Defit, Sarjon
Journal of Soft Computing Exploration Vol. 7 No. 2 (2026): June 2026
Publisher : SHM Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.52465/joscex.v7i2.45

Abstract

In the increasingly competitive landscape of higher education marketing, determining strategic promotional locations was essential to reaching prospective students effectively. This study proposed a hybrid machine learning framework combining K-Means clustering and Support Vector Machine (SVM) classification to identify high-potential areas for targeted promotional activities. The analysis used student enrolment data from 2021 to 2024, focusing on features such as city, province, and school origin. K-Means clustering was first applied to segment the data into three spatially and institutionally distinct clusters. These clusters were then used as pseudo-labels to train the SVM model, enabling the classification of new data points based on learned patterns. The model achieved a classification accuracy of 98%, with consistently high precision and recall across all clusters. Cluster interpretation revealed meaningful geographic and institutional differences that supported differentiated promotional strategies. Thematic map visualizations further enhanced the applicability of the model for geospatial decision-making. This study contributed to the development of data-driven, scalable, and interpretable solutions for location-based marketing. It also demonstrated the practical relevance of hybrid learning models in supporting strategic planning for educational institutions. Future work was suggested to incorporate additional socio-demographic variables and advanced ensemble methods to improve model robustness.
Co-Authors Abdul Azis Said Adawiyah, Quratih Adek Putri Adi Gunawan Adi Gunawan, Adi Adyanata Lubis Afriyadi, Iqbal Agus Perdana Windarto Agustin, Riris Ahmad Zaki Ahmad Zamsuri, Ahmad Akbar, Muhamad Rafi Akbar, Syifa Chairunnissa Deliva Am, Andri Nofiar Amran Sitohang Anam, M Khairul Andema, Henky Andin, Silfia Andri Nofiar Angga Putra Juledi Anisya Anisya Anthony Anggrawan Arda Yunianta ardialis Ariandi, Vicky Arif Budiman Arif Budiman Arika Juwita Z Asri Hidayad Ayunda, Afifah Trista Bastola, Ramesh Bosker Sinaga Breinda, Engla Brestina Gultom Bufra, Fanny Septiani Daeng Saputra Perdana Dahria, Muhammad Daniel Theodorus Dayla May Cytry Dendi Ferdinal Deno Yulfa Ardian Deti Karmanita Devita, Retno Dhena Marichy Putri Dila, Rahmah Dinda Permata Sukma Dinul Akhiyar Dwi Utari Iswavigra Dwiki Aulia Fakhri Efendi, Akmar Efendi, Muhamad Efrizoni, Lusiana Eka Praja Wiyata Mandala Elda, Yusma Elfiswandi Elfiswandi eriwandi Fadlul Hamdi Faisal Roza Fajrul Islami Fanny Septiani Bufra Fatimah, Noor Fauzan Azim Fauzana, Rahmi Fauzi Erwis Febri Aldi Febri Hadi Febrina, Yerri Kurnia Firdaus, Muhammad Bambang Fitriani, Yetti Fristi Riandari Fristi Riandari Fuad El Khair Gaja, Rizqi Nusabbih Hidayatullah Gunadi Widi Nurcahyo Guslendra, Guslendra Hadiyanto, Tegas Halifia Hendri Handika, Yola Tri Haris Kurniawan Hartati, Yuli Hasmaynelis Fitri Haviluddin Haviluddin Hazlita, H Hendrik, Billy Hendro Budiantoro Hengki Juliansa Henky Andema Hermanto Hidayad, Asri Hidayat, Rahmadani Honestya, Gabriela Huda, Ramzil Ikhbal Salam, Riyan Indah Savitri Hidayat Indhira, Sonia INTAN NUR FITRIYANI Ira Nia Sanita Irsyad, As'Ary Sahlul Irzal Arief Wisky Ismail Virgo Jefdy Kurniawan Jeri Wandana Juansen, Monsya Jufri, Fikri Ramadhan Juledi, Angga Putra Junadhi, Junadhi Kareem, Shahab Wahhab Khairul Azmi Kurniawan, Jefdy Kurniawan, Mhd Hary Leony Lidya Lidya, Leoni Lubis, Fitri Amelia Sari Lubis, Siti Sahara Lusiana Lusiana M Syahputra M. Ibnu Pati M. Iqbal Zuqron M. Syahputra Mardayatmi, Suci Mardian, Zurni Mardison Mardison Mardison Marfalino, Hari Meilinda Sari Meilinda Sari Melissa Triandini Menhard, Menhard Mhd Hary Kurniawan Miftahul Hasanah Miftahul Hasanah, Miftahul Mike Zaimy Monsya Juansen MUHAMMAD TAJUDDIN Muhammad, L. J. Mulyanda, Sandy Nadya Alinda Rahmi Nandan Limakrisna Nanik Istianingsih Nori Sahrun, Nori Novi Yanti Nurcahyo, Gunadi Nurcahyo, Gunadi Widi Nurdin, Yogi K Nurhadi Nurhidayat Nursyahrina Okfalisa, - Okmarizal, Bisma Olivia, Ladyka Febby Pandu Pratama Putra, Pandu Pratama Pati, Muhammad Ibnu Pratiwi, Mutiana Pulungan, Akhiruddin Purnomo, Nopi Putra, Akmal Darman Putra, Rahman Arief Putra, Ramdani Bayu Putra, Surya Dwi Putri, Adek Putri, Dhena Marichy Putri, Yozi Aulia Putut Wicaksono, Putut R Rahmiyanti Radillah, Teuku Rafika Sani Rafiska, Rian Rafnelly Rafki Rahmad Aditiya Rahmad Rahmad Rahmadani Hidayat Rahman Arief Putra Rahmi, Nadya Alinda Ramadhan, Mukhlis Ramadhanu, Agung Rani, Larissa Navia Refina Afindania, Pipin Resnawita, R Rezki - Rezki Rusydi Rezti Deawinda Parinduri Rian Kurniawan Rianti, Eva Rio Andika Malik Ritna Wahyuni Rizki Mubarak Roza Marmay Roza, Yesi Betriana Rusdianto Roestam Rustam, Camila S Sumijan Said, Abdul Azis Sandrawira Anggraini Sani, Rafikasani Saputra, Dhio Sari, Imrah Sari, Laynita Selfi Melisa Septiano, Renil Setiawan, Adil Sharon Shaza Alturky Siregar, Diffri Solihin Siswahyudianto Sitanggang, Sahat Sonang Slamet Riyadi Sofika Enggari Sovia, Rini Sri Dewi Sri Dewi Sri Dewi, Apriandini Sri Rahmawati Suci Mardayatmi Suhefi Oktarian Sukardi Sumijan Sumijan Sumijan Sumijan Sumijan Sumijan Sumijan Sumijan Sumijan Sumijan Sumijan, S Surmayanti Surya Dwi Putra Suryani, Vivi Susandri, Susandri Susriyanti, Susriyanti Syafri Arlis Syafrika Deni Rizki, Syafrika Deni Syaljumairi, Raemon Syofneri, Nandel Tajuddin, Muhammad Tamaza, Muhammad Abyanda Teri Ade Putra Tesa Vausia Sandiva tukino, tukino Tukino, Tukino Veri, Jhon Veza, Okta Virgo, Ismail Vitriani, Vitriani Wahyu, Fungki Wanto, Anjar Wenni Afrodita Weri Sirait Y Yuhandri Yamin, Abdul Yamin Yemi, Leonardo Yerri Kurnia Febrina Yetti Fitriani Yogi K. Nurdin Yoni Aswan Yuda Irawan Yuhandri Yuhandri Yuhandri Yuhandri, Yuhandri Yulasmi Yulasmi, Yulasmi Yuli Hartati Yulihartati, Sandra Yunus, Yuhandri Yusma Elda Zakir, Supratman Zia Rahimi, Hadisha Zulvitri, Z