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All Journal Jurnal Scientia Asean International Journal of Business
Chairani, Metha Erzha
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Mathematics

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Design Thinking Strategy On Improving Academic Administration Bureau Services (Case Study: Bakrie University) Chairani, Metha Erzha; Arief Bimantoro Suharko
Jurnal Scientia Vol. 13 No. 03 (2024): Education and Sosial science, June - August 2024
Publisher : Sean Institute

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58471/scientia.v13i03.2575

Abstract

This research discusses the application of design thinking strategies in improving services at the Academic Administration Bureau of Bakrie University. Design thinking, as an approach that focuses on a deep understanding of user needs, was adapted to identify and address challenges faced in academic administration services. Through a qualitative method involving observation, interviews, and documentation analysis, this study found that design thinking can improve the service process by socializing with students to integrate user perspectives and increase student satisfaction. This research concluded that design thinking can be used to improve Bakrie University services by socializing to stakeholders about services so that a target of 90% of active students at Bakrie University understand existing services is obtained. The results of implementing this strategy show an increase in service quality, as well as providing valuable insights for the development of academic administration services in higher education.
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 Arief Bimantoro Suharko Heikal, Jerry Reynaldi, Jaka Widya Handayani