Article Per Year (5 Year)
p-Index From 2020 - 2025
0.23
P-Index
This Author published in this journals
All Journal Jurnal Manajemen Pemasaran dan Perilaku Konsumen
Ramadhan, Novita Ayunani Victoria
Unknown Affiliation
Decision Sciences, Operations Research & Management

Published : 1 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 1 Documents
Search

 1 
Market Segmentation Based on Psychography of Novi Dapur Rice Bowl Consumers Ramadhan, Novita Ayunani Victoria; Hendrawan, Dimas
Jurnal Manajemen Pemasaran dan Perilaku Konsumen Vol. 4 No. 2 (2025)
Publisher : Fakultas Ekonomi dan Bisnis Universitas Brawijaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21776/jmppk.2025.04.2.23

Abstract

This study aims to analyze market segmentation based on psychographics of consumers at Rice Bowl Dapur Novi in Malang City. The method used is quantitative descriptive with a survey. The study population is consumers of Rice Bowl in Malang City with a sample of 140 people. The data analysis technique uses the K-Means Cluster. The results show that there are four consumer segments with different psychographic characteristics. The first segment named The idealism, the second segment named The enthusiastic, the third segment named The incurios, and the fourth segment named The phlegmatic . This research provides insights for the owners of Rice Bowl Dapur Novi to develop targeted marketing strategies.
Co-Authors Dimas Hendrawan