PERANCANGAN STRATEGI PEMASARAN TAMAN SATWA KANDI MENGGUNAKAN ANALISIS KLASTER

• Main Author: Isyraf, Muhammad
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/64194
• Institution: Institut Teknologi Bandung

Kandi Zoo is a tourist attraction located in Sawahlunto and managed by Sawahlunto Government through PT Wahana Wisata Sawahlunto (PT WWS). Established in 2012, Kandi Zoo has experienced a drastic downward trend in revenue and the number of visitors. This indicates that there are problems that need to be identified and resolved. Based on 5 whys analysis, the root of this problem is that no marketing research has been conducted before to determine the marketing strategy at Kandi Zoo. Therefore, this research was conducted to design a marketing strategy for Taman Satwa Kandi which consists of segmenting, targeting and positioning of zoo's market. Cluster analysis will be used in the segmentation process to group zoo visitors based on relevant variables. The clustering/basis variables used in this study are motive variables and benefit sought variables; while geographic variables, demographic variables and behavioral variables act as descriptor variables. The statements related to the research variables were then compiled in the form of a questionnaire which was distributed to residents of West Sumatra aged 15 years and over who had visited and interested to visit any zoo. The data collection through the main questionnaire resulted in 358 respondents who met the sample criteria. Cluster analysis was carried out using a mixed method where the hierarchical method was carried out first to obtain the optimal number of clusters (3 clusters) and followed by a non-hierarchical method (k-means method) to identify the membership of the three clusters. Clusters interpretation shows that Cluster 1 is dominated by the millennial generation who are married with children. This cluster is also marked by their high assessment of the motive and benefit sought variables. Cluster 2 has an evenly distributed age and is characterized by a high rating for benefit sought variables and a lower rating for motive variables. Meanwhile, Cluster 3 is dominated by young respondents (under 30 years old) and is characterized by their low assessment of motive and benefit sought variables. Analysis of the advantages and disadvantages of each clusters shows Cluster 1 as a potential segment. The marketing mix is then designed based on the characteristics of Cluster 1. This marketing mix includes a mix of product, price, place and promotion which is then proposed to be implemented by the Government of Sawahlunto.