PERANCANGAN STRATEGI PEMASARAN BERDASARKAN ANALISIS PREFERENSI KONSUMEN PADA LEMBAGA BIMBINGAN BELAJAR SEKOLAH MENENGAH ATAS (SMA) PT KAWAN BELAJAR INDONESIA

• Main Author: Renanta, Fidella
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/65960
• Institution: Institut Teknologi Bandung

Tuition classes are an educational business in the service sector that has been established in 1970, it was initially intended for high school students only but now it is available for almost all grades. One of the tuition classes for high school sudents is PT Kawan Belajar Indonesia (brand name “Yusnadi Mengajar”). PT Kawan Belajar Indonesia is tuition classes that exist in Cilegon, Serang, and its surrounding area. The company has a growing trend of registrants, which makes them optimistic about acquiring more registrants. Because even though the trend is increasing, it still hasn't met the company’s target. This study uses cluster analysis with hierarchical clustering and K-means clustering (as a validation) to create market segments. The characteristics of each segment will be identified using cross-tabulation (non-metric data), also ANOVA and fisher’s test (metric data). The incorporation of the ARCS Model and Contemporary Learning Theory describes the uniqueness of each cluster’s characteristic. Both models accommodate seven dimensions and 26 indicators. Primary data was obtained through in-depth interviews and online questionnaire. This study is succeeded in obtaining 187 data with 179’s eligible. There are five segments created with different characteristics from each other, namely “simple but clearly and structured customers”, “dominant with apperception and appreciation-oriented customers”, “critical and futuristic customers”,” cosiness and well communicate-oriented customers”, and “demanding and unfavorable customers”. From these segments created, the “dominant with apperception and appreciation-oriented customers” segment was selected. Based on the target market, a position is formed against a similar competitor as well as a marketing mix strategy which contained in seven aspects according to the 7P’s marketing mix theory.