Segmentasi Pasar Pengguna Jasa Operator Telepon Seluler

Munawar, Fansuri, Dr. Sahid Susilo Nugroho, M.Sc

2007 | Skripsi | S1 Extention - Management

Market of customer card product phone cellular ar very multivarious require the existence of each seller role to be able to serve every market. Thus because customer owning many alternatives choices to product type to be used cause of intercompany emulation of operator service phone celular which is venomous progresively. This research aim to knowing how market segmentation sevice user of operator phone celullar pursuant to benefit variable. The sample is used questioner to 303 reponder by using method of statified sampling random. Data analysis which is used at this research use quantitative method. This analysis cluster used by K-Means cluster method which used to form cluster and decide the amount of cluster to be formed with value of sig < 0,05. The amount of formed cluster divided to become 2 segment that is segment of A and segment of B. Where segment of A have tendency to focussed it self to fifteen existing variable, among others is facility of SMS, card price, telephone tariff, tariff of SMS, economical facility per hour, call, acceptance, access network, clearness of sound, signal, phone book, inbox, an active periode, quality of service, and call center. While segment B focus at two variable that are SMS facility, and the signal power of coverage area. segment of A very potential one of them is because it has a member 190 responder than segment of B which has only 113 responder. Therefore, if the company wish to set mind on focus at segment of A then the stategy which able to applied is with recognize better the characteristic of it segment with focus to fifteen existing variable benefit.

Keyword : segmentation, market segment, card phone cellular, cluster

Kata Kunci : Segmentasi Pasar; Konsumen Telepon Seluler; Jasa Operator Telepon