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Widya Handayani
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Journal : Asean International Journal of Business

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User Persona Clustering to Enhance Digital Marketing Strategy in Bakrie University Handayani, Widya; Reynaldi, Jaka; Chairani, Metha Erzha; Heikal, Jerry
Asean International Journal of Business Vol. 4 No. 2 (2025)
Publisher : Asosiasi Dosen Peneliti Ilmu Ekonomi dan Bisnis Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54099/aijb.v4i2.1235

Abstract

This research describes the Clustering of User Personas on the Digital Marketing Strategy of Bakrie University. In carrying out the testing of this algorithm, the data used is sample data from Bakrie University students. In this application, the application of clustering using the K-means algorithm is used. In the results of this study, Bakrie University can do effective digital marketing using social media Instagram.The Industrial Revolution 4.0 has transformed technology and education, pushing institutions to adopt innovative marketing strategies. This study focuses on Bakrie University's digital marketing efforts using the K-Means clustering method to analyze student personas. Data from 100 students revealed three distinct clusters based on demographics, social media usage, and preferences. Cluster 1 (younger group) favored Instagram and YouTube, Cluster 2 relied heavily on Instagram, and Cluster 3 (older group) used a mix of Instagram, YouTube, and Facebook. On average, users across all clusters spent 4-8 hours daily on social media, emphasizing its significance in marketing. The study concludes that Instagram is the most effective platform for engaging all clusters, with YouTube serving as a supplementary tool. These insights demonstrate how clustering analysis can help educational institutions develop targeted, data-driven strategies to strengthen their brand, attract students, and enhance their competitiveness in the digital era.
Co-Authors Agustiawan, Dodi Alpiqi, M.Akbar Amalia, Luthfia Amelia, Imelda Amiruddin Amiruddin Amrina Rosyada Ananta, Muhammad Afif Andi Rahman Andriani M, Fika Ayu Andy Rahadian Ani, Delta Pitri Apriansyah, Weter Apriyadi, Irwansyah Ardiansyah, Ari Arfan Wijaya Arisman Arisman Aristyawan, Andhika Dwi Astria, Mega Aswin Yusuf Billah, Tasyah Chairani, Metha Erzha Destiniar Destiniar, Destiniar Dina Octaria Dodok, Dodok Edy Sutrisno Ega Safitri, Octavia Fahmi, Irham Furyanti, Erya Gatot Wijayanto Handayani, Pipi Haura, Nurul Heikal, Jerry Hermansah, Bambang Herry Sussanto Huda Fauziyah Ilham Ilham Imansyah, Farizal Iskandarsyah, Muhammad Juarsah, Edi Jujur Gunawan Manullang Karunia, Indah Khairun Nisa Khusna, Habwa Isna Malikatul Kristina, Putri Cicilia Lanos, Muhsana El Cintami Lesmawan, Hendra Lestari, Hikmah Maharani, Afifah Arda Maisaroh, Dwi Emy Megariani, Evi Muhamad Khoirudin, Muhamad Muhammad Azhari Muhammad Sayid Ali Fikri Mujahid, Anwar Mutia, Andri Nikmatus Sholihah Novali, Defri Nugraha, Jaka Setia Nurjaliansyah, Nurjaliansyah Pendrian, Okder Pirnando, Meilan Prayoga, Aldo Purba, Nadia Fitriana Puspitasari, Yuliani Putri, Sely Wandira Putri, Siti Ayu risma Qolila, Rofikotul R Luki Karunia Rabbani Yusuf, Achmad Rachmawati, Anggun Dwi Ramadany, Renza Nurwulida Reynaldi, Jaka Riansyah, Riansyah RIZHARDI, RURY Rohayu, Septiani Rosita Asri, Nadya Rudi, Hasrian Satardi, Rohandi Nur Sayed Mahdi Silalahi, Andi Marihot Tua Sinaga, Victor Sri Restuti Suhadi, M Sumiyanto, Fuad Roin Adi Sutrisno, Sutrisno Syahab, Sayyid Husien Tarmizi, Machiavelli Herman Tria Ayu Astari Trisnawati, Ayu Utami, Liza Viyana, Gita Wibowo, Julian Tri Widodo Widodo Winata, Fembi Yusri, Nadia Zulfadli