Segmentation K-Means Clustering Model With SPSS Program Case Study Customer the Park Mall Sawangan

نویسندگان

چکیده

In a transitioning word, specially in mall property industry, winning strategy comes from anticipating with people needs and desires, understanding them the most holistic way possible. The 7P marketing mix refined by Booms Bitner 1981 which consists of elements Product, Price, Place, Promotion, People, Physical evidence, Processes additional Partnerships, is tool for analyzing existing market conditions more depth. addition, to meet customer wants, needs, satisfaction refers environment, both external internal. This research succeeded modeling segmentation based on clustering data mining techniques K-Means analysis using SPSS program. Based results obtained, there are 3 clusters, namely clusters: consumptive customer, potential standard young customer. From this study, we get personas that emerge as result analysis, identify preferences cluster formed. We choose develop tactic 8Ps

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ژورنال

عنوان ژورنال: Syntax literate : jurnal ilmiah Indonesia

سال: 2023

ISSN: ['2541-0849', '2548-1398']

DOI: https://doi.org/10.36418/syntax-literate.v8i2.11429