<![CDATA[The increasing number of higher education institutions in Indonesia has intensified competition between universities. Universitas Bhayangkara Jakarta Raya (Ubhara Jaya) must develop an effective marketing plan to stand out. This study used segmentation and associative analysis on 2023 student enrolment data. The Apriori algorithm identified patterns in student preferences for study programmes, while the K-Means method categorized students based on demographics and family income. Three income-based clusters were identified: C0 ‘Already stable’ (IDR 1,000,000 - 2,500,000), C1 ‘Focus on promotion strategy’ (IDR 20,000,000), and C2 ‘Maximise promotion again’ (IDR 5,000,000 - 10,000,000). The Davies-Bouldin Index (DBI) indicated k=5 as the optimal cluster number, but k=3 was adequate with a minimal score difference. The most popular programmes were Communication Science and Management, with high support and confidence values. This data helps Ubhara Jaya manage study programme demand and room availability. Combining K-Means and Apriori algorithms is expected to enhance data segmentation[1] and support effective marketing strategies, aiding strategic decisions in higher education marketing.]]>
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