Irawan, Zahra Mufida and Ananda Sabil Hussein,, SE, MCom, Ph.D,CMA (2021) Analisis Segmentasi Pasar Melalui Persepsi Pelanggan Terhadap Brand Personality (Studi Pada Umkm Fesyen Pleasant Club). Sarjana thesis, Universitas Brawijaya.
Abstract
Penelitian ini bertujuan untuk menganalisis segmentasi pasar Pleasant Club melalui persepsi pelanggan Pleasant Club terhadap brand personality dari merek Pleasant Club. Jenis penelitian adalah penelitian kualitatif deskriptif, dan pendekatan yang digunakan dalam penelitian ini ialah pendekatan studi kasus. Teknik pengambilan sampel menggunakan non-probability sampling dan metode purposive sampling. Ukuran sampel yang digunakan adalah 130 responden dengan ketentuan merupakan pelanggan Pleasant Club yang pernah melakukan pembelian di Pleasant Club, telah mengikuti akun Instagram Pleasant Club selama minimal 1 bulan, serta berusia 13 tahun ke atas. Pengumpulan data dilakukan melalui penyebaran kuesioner yang telah diuji validitas dan reliabilitasnya menggunakan SPSS 25. Uji validitas menyatakan bahwa 96 persen instrumen penelitian valid, sehingga 1 pertanyaan dihapuskan dari kuesioner. Sedangkan uji reliabilitas menyatakan seluruh variabel reliabel. Analisis data menggunakan metode K-Means clustering dibantu oleh software SPSS 25. Berdasarkan dari hasil analisis clustering, dapat disimpulkan bahwa: (1) terdapat 3 segmen berdasarkan data demografis dan geografis, yaitu segmen mahasiswi, segmen siswi pelajar, dan segmen mahasiswi luar Pulau Jawa. (2) Terdapat 3 cluster berdasarkan data psikografis (persepsi pelanggan terhadap brand personality), dan ketiga cluster tersebut mempersepsikan dimensi excitement dan sincerity sebagai brand personality dari Pleasant Club. (3) Dari dua pendekatana nalisis cluster tersebut, Pleasant Club akan melakukan targeting terhadap cluster 1 pada pendekatan geografis dan demografis yaitu segmen mahasiswi. (4) Branding yang telah dilakukan oleh Pleasant Club selama dua tahun berjalan linear dengan persepsi pelanggan terhadap brand personality Pleasant Club. (5) Selain merancang strategi pemasaran berdasarkan target pasar pada segmen mahasiswi, proses branding yang dilakukan tetap dapat mempertahankan untuk menguatkan aspek brand personality pada dimensi excitement dan sincerity.
English Abstract
This study aims to analyze Pleasant Club’s market segmentation through Pleasant Club customer perceptions of the brand personality of Pleasant Club’s brand. The type of this research is descriptive qualitative research, and the approach used in this research is a case study approach. The sampling technique used is non-probability sampling and purposive sampling method. The sample size used is 130 respondents with classifications that they are a customer of Pleasant Club that have made purchases at Pleasant Club, have followed Pleasant Club’s Instagram account for at least 1 month, and are 13 years old or older. Data was collected through the distribution of questionnaires that had been tested for validity and reliability using SPSS 25. The validity test stated that 96 percent of the research instruments were valid, so 1 question was omitted from the questionnaire. While the reliability test states that all variables are reliable. The data analysis is using K-Means clustering method and SPSS 25 software. Based on the results of the clustering analysis, it is concluded that: (1) there are 3 segments of demographic and geographic data, namely the female colleger segment, the female student segment, and the female colleger segment outside Java. (2) There are 3 clusters based on psychographic data (customers' perceptions of brand personality), and the three clusters perceive the dimensions of excitement and sincerity as the brand personality of Pleasant Club. (3) From the two cluster analysis approaches, Pleasant Club will set the target market on cluster 1 in the geographic and demographic approach, namely the female colleger segment. (4) The branding that has been carried out by the Pleasant Club for two years is linear with the customer's perception of the Pleasant Club brand personality. (5) In addition to plan the marketing strategies based on the target market in the female colleger segment, the branding process carried out can still maintain the strength of brand personality in the dimensions of excitement and sincerity.
Other obstract
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| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | 0521020311 |
| Uncontrolled Keywords: | Brand personality, Cluster K-Means, Segmentasi Pasar., Brand personality, Cluster K-Means, Market Segmentation. |
| Subjects: | 600 Technology (Applied sciences) > 658 General management |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | Nur Cholis |
| Date Deposited: | 10 Feb 2022 01:10 |
| Last Modified: | 25 Feb 2022 01:50 |
| URI: | http://repository.ub.ac.id/id/eprint/189637 |
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