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All Journal Journal of Advanced Multidisciplinary Research International Journal of Applied Finance and Business Studies
Mangkuto, Shidiq Umar
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Segmentation, targeting and positioning analysis using k-means clustering model: A case study of the laptop market in Indonesia Saputra, Tubagus Chandra; Fadhilah, Savira Maghfiratul; Mangkuto, Shidiq Umar; Heikal, Jerry
International Journal of Applied Finance and Business Studies Vol. 12 No. 2 (2024): September: Applied Finance and Business Studies
Publisher : Trigin Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35335/ijafibs.v12i2.313

Abstract

In Indonesia's rapidly evolving laptop market, understanding consumer preferences is crucial for maintaining competitiveness. This study employs the K-Means Clustering algorithm to segment the laptop market based on variables such as age, income, expenditure, laptop price, main usage, and selection criteria. Data were collected from 271 respondents in the Jabodetabek area through an online survey. The analysis identified six distinct customer clusters: Edu-Tech Enthusiasts, Executive Civil Servants, Gov-Corp Society, Steady State Officials, Corporate Climbers, and Emerging Entrepreneurs. Each cluster exhibits unique characteristics and preferences, including preferred brands and price ranges. The findings emphasize the importance of targeted marketing strategies tailored to the specific needs of each segment. By leveraging these insights, laptop producers can optimize product offerings, pricing strategies, and promotional campaigns to enhance market share, customer loyalty, and profitability in Indonesia's competitive laptop industry.
An Ethnography Study of Stress Management among Sundanese, Chinese, and Javanese Fadhilah, Savira Maghfiratul; Heikal, Jerry; Savitri, Fania Mutiara; Mangkuto, Shidiq Umar; Saputra, Tubagus Chandra
Journal of Advanced Multidisciplinary Research Vol 5, No 2 (2024): December 2024
Publisher : Universitas Islam Sultan Agung

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30659/jamr.5.2.83-96

Abstract

This ethnographic study examines how the cultural backgrounds influence stress management among Sundanese, Chinese, and Javanese officers in the Directorate General of X. Through a qualitative ethnographic approach, data were gathered via in-depth interviews, observations, and document analysis to uncover the unique stress management methods employed by each cultural group. The findings demonstrate that Sundanese officers focus on work-life balance and rely on supportive social networks, guided by the values of "Silih Asah, Silih Asih, Silih Asuh," which emphasize care, support, and self-improvement. Chinese officers prioritize discipline, hard work, and harmony, using structured task management and involving senior colleagues in decision-making, influenced by Confucian, Taoist, and Buddhist beliefs. Javanese officers rely on spirituality and empathy, following "Tepa Selira" principles, which promote understanding and respect in relationships, and include prayer and parental guidance in stress coping strategies. Despite these distinct methods, all three cultural groups emphasize the importance of support systems, in the workplace. This study suggests that understanding these cultural approaches can help organizations design culturally sensitive support systems to enhance employee well-being and performance. Future research could expand these findings by including more participants and diverse work settings to better understand culturally influenced stress management across Indonesia.
Customer repurchase decision for the same brand of laptop product using binary logistic regression Mangkuto, Shidiq Umar; Saputra, Tubagus Chandra; Fadhilah, Savira Maghfiratul; Heikal, Jerry
International Journal of Applied Finance and Business Studies Vol. 13 No. 2 (2025): September: Applied Finance and Business Studies
Publisher : Trigin Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35335/ijafibs.v13i2.316

Abstract

The laptop industry faces significant challenges and opportunities amidst a dynamic and competitive market. Understanding the factors that influence consumers' repurchase decisions is crucial for laptop manufacturers and marketers to develop effective strategies. This research aims to analyze the factors that influence the decision to repurchase laptop products using the Binary Logistic Regression method. This research uses primary data from 271 respondents in Indonesia which was collected via an online questionnaire. Data analysis was carried out using Binary Logistic Regression. The dependent variable is the laptop repurchase decision (yes/no). Independent variables include age, gender, domicile, income, expenses, laptop price, and place of purchase. The analysis shows that income and place of purchase have a significant effect on the decision to repurchase a laptop. The prediction model has an overall accuracy of 62%, with an accuracy of 56.3% for predictions of not making a repeat purchase and 67.6% for predictions of making a repeat purchase. Other factors such as age, gender, domicile, expenditure and laptop price did not show a significant influence. The value proposition is based on the results of this research, namely segmenting the market based on income level and adjusting product needs for each segment so that each product released can be right on target.
Co-Authors Fadhilah, Savira Maghfiratul Heikal, Jerry Saputra, Tubagus Chandra Savitri, Fania Mutiara