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All Journal Zero : Jurnal Sains, Matematika, dan Terapan JISIP: Jurnal Ilmu Sosial dan Pendidikan Abdi Masyarakat SPEKTA (Jurnal Pengabdian Kepada Masyarakat : Teknologi dan Aplikasi) eProceedings of Management Indonesian Journal of Multidisciplinary on Social and Technology Jurnal Masyarakat Mengabdi (JUMADI) Jurnal Ilmiah Bisnis Digital
Wachda Yuniar Rochmah
Universitas Telkom
Religion Agriculture, Biological Sciences & Forestry Arts Humanities Chemistry Computer Science & IT Control & Systems Engineering Decision Sciences, Operations Research & Management Earth & Planetary Sciences Economics, Econometrics & Finance Education Energy Engineering Environmental Science Industrial & Manufacturing Engineering Law, Crime, Criminology & Criminal Justice Materials Science & Nanotechnology Mathematics Physics Social Sciences Other

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Journal : Zero : Jurnal Sains, Matematika, dan Terapan

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Integrating Self-Organizing Maps and K-Means in a Multidimensional Approach to Enhance Private University Market Segmentation Alifah, Amalia Nur; Rochmah, Wachda Yuniar; Mesak, Evellyn Verity
ZERO: Jurnal Sains, Matematika dan Terapan Vol 9, No 1 (2025): Zero: Jurnal Sains Matematika dan Terapan
Publisher : UIN Sumatera Utara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30829/zero.v9i1.24430

Abstract

Educational institutions face challenges in attracting prospective students while maintaining academic quality and resource efficiency. This study applies a hybrid approach that integrates Self-Organizing Maps (SOM) and K-Means to cluster schools based on four attributes, namely the number of accounts, average UTBK scores, geographical distance, and parental income. The analysis's findings produce three distinct clusters. With a high degree of attribute variation, Cluster 2 (279 schools) is a dominant group that suggests the possibility of extensive marketing campaigns. Clusters 1 (45 schools) and 3 (81 schools), on the other hand, are more uniform and call for a more specialized and focused strategy. These results imply that a data-driven approach can help institutions create interventions that are specific to each segment's profile and increase the efficacy of educational marketing strategies. In order to improve segmentation accuracy in the future, this study creates opportunities for investigating new features and dynamic clustering techniques.
Co-Authors Aldrick, Samuel Evan Alfi Nabila, Nada' Alifah, Amalia Nur Alqis Rausanfita Amin, Muhammad Zubaidilah Anjas Ardiansyah, Muhammad Ardhani, Yuniar Dwi Aris Kusumawati Buana, Mustakim Fajar Darlin Aulia Deudoena, Dara Ilma Dominggo Bayu Baskara Dwi Ardhani, Yuniar Dwi Hariyanto, Muhammad Eka Cahya Muliawati Fandisya Rahman Fransiska, Vagnes Angela Hakim, Maulana Naufal Ichsan Khoirudin, Machfud Jauzalia Maheswari, Irma Lentera, Cita Mastuty Ayu Ningtyas Mesak, Evellyn Verity Mohammad Sholik Mustafa Kamal Naufal Prayudi, Mahdi Naya, Fannisa Egista Nugroho, David Naka Olivia, Tracy Putri, Sekar Widiyasari Rachman Arief, Rachman Rashid Syaputra, Muhammad Riza Akhsani Setyo Prayoga Sayoga, Dhiki Sidik Syaputra, Muhammad Rashid Tanzilal Mustaqim Titus Kristanto Ulfatun N., Tsalits Agnita Vessa Rizky Oktavia Yohanes Setiawan