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All Journal AKADEMIK: Jurnal Mahasiswa Humanis J-CEKI
Saraswati, Iska
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TV and Internet User Segmentation Using Kmeans Clustering with SPSS Case Study of First Media Customers Saraswati, Iska; Sari, Irma Ratna; Faisal, Faisal; Heikal, Jerry
J-CEKI : Jurnal Cendekia Ilmiah Vol. 4 No. 3: April 2025
Publisher : CV. ULIL ALBAB CORP

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56799/jceki.v4i3.8041

Abstract

Internet dan televisi telah menjadi bagian integral dari kehidupan sehari-hari masyarakat modern. Fungsi internet mencakup berbagai aspek, mulai dari komunikasi, hiburan, pendidikan, hingga pekerjaan. Televisi, di sisi lain, tetap menjadi media hiburan dan informasi bagi banyak orang. Penelitian ini bertujuan untuk mengidentifikasi dan mengelompokkan persona pengguna TV dan Internet berdasarkan kebutuhan, perilaku, dan motivasi mereka, sehingga dapat ditentukan target dengan persona seperti apa yang diperlukan perusahaan untuk pengembangan produk kedepan dan untuk meningkatkan daya saing pasar. Metode penelitian yang digunakan melalui survei menggunakan kuesioner secara online. Data dikumpulkan melalui survei dan dianalisis menggunakan metode K-Means clustering menggunakan olah data SPSS melalui 95 orang responden pengguna layanan televisi dan internet. Dari hasil olah data pada penelitian ini dihasilkan lima persona yaitu technology enthusiast, remote worker, family oriented home user, gamer, simple user. Segmentasi pada penelitian ini menunjukkan bahwa terdapat 39 orang responden terbanyak masuk ke dalam target segmen family oriented home user dengan value preposition marketing mix yang paling menonjol adalah di sisi produk, sehingga kedepan yang dapat ditingkatkan pada layanan Perusahaan ini adalah variasi produk yang memiliki segmentasi untuk keluarga dengan harga yang terjangkau, seperti layanan berlangganan acara televisi keluarga, pendidikan untuk anak-anak, series acara hiburan keluarga dengan memanfaatkan fitur layanan pay per view atau pay per segment.
Analisis Pengaruh Karakteristik Produk terhadap Niat Beli Ulang Pelanggan menggunakan Metode Regresi Logistik Biner Faisal, Faisal; Sari, Irma Ratna; Saraswati, Iska; Heikal, Jerry
AKADEMIK: Jurnal Mahasiswa Humanis Vol. 4 No. 3 (2024): AKADEMIK: Jurnal Mahasiswa Humanis
Publisher : Perhimpunan Sarjana Ekonomi dan Bisnis

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37481/jmh.v4i3.1064

Abstract

The internet and television have become an inseparable part of the daily life of modern society. The function of the internet covers various aspects, from communication, entertainment, education, to work. On the other hand, television remains a medium of entertainment and information for many people. This study aims to identify dependent variables and determine the accuracy of the model used by data processing using the SPSS program to find out whether customers will make a repeat purchase or not. Based on the above reasons, the analysis will be conducted to assess the influence of product characteristics on the customer's desire to repurchase the add-on or upgrade the product currently in use, in an internet and TV service company and to identify and analyze the product characteristics that most significantly affect the customer's decision to purchase the same product again in the future. The method used is binary logistic regression. The results of the study showed a significant influence between the independent variable (X) internet speed used, the type of product used, and the type of network used on the dependent variable (Y) of the decision to rebuy (add on). For the results of the binary logistic regression classification table, it is known that the results of prediction and observation are 325 customers who do not Rebuy (add on), while those who are predicted and observed do Rebuy (add on) as many as 293 customers. The remaining 214 and 168 customers produced differences between prediction and observation, so that the percentage accuracy of the regression model in this study was obtained of 61.8%. Based on the results of binary regression analysis, we found that internet speed is a very influential factor for customers in purchasing additional products. Creating variations of additional products for internet speed upgrades is crucial and should be better considered by the product team. The right variations of speed upgrades are a solution to increasing the sales of additional products.
Co-Authors Faisal Faisal Heikal, Jerry Sari, Irma Ratna