syarif hidayatullah , 0916051057 (2015) ANALISIS SEGMENTASI PASAR PADA KONSUMEN UMKM PERCETAKAN SOUVENIR (Studi pada UMKM Percetakan Souvenir di Bandar Lampung). FAKULTAS ILMU SOSIAL DAN ILMU POLITIK, UNIVERSITAS LAMPUNG.
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Abstrak (Berisi Bastraknya saja, Judul dan Nama Tidak Boleh di Masukan)
Tujuan penelitian ini adalah untuk mengetahui segmen potensial Percetakan Souvenir di Bandar Lampung dengan melakukan proses segmentasi pasar lalu menganalisis menggunakan analisis cluster. Tipe penelitian ini adalah deskriptif dengan pendekatan metode kuantitatif. Populasi pada penelitian ini adalah konsumen Percetakan Souvenir di lingkungan Universitas Lampung dengan sampel 83 responden. Hasil penelitian menunjukan bahwa pasar potensial di Percetakan Souvenir di lingkungan Universitas Lampung terbagi menjadi tiga segmen yaitu 1). self-actualization buyers segment; 2). connecting buyers segment; dan 3). analytical buyers segment. Dimana setiap segmen mempunyai karakteristik, profil, dan perilaku yang berbeda-beda. Hasil penelitian menunjukkan setiap segmen menyebar dan berpotensi untuk menjadi pasar potensial bagi pelaku usaha Percetakan Souvenir di lingkungan Universitas Lampung. Untuk dapat mendapatkan keuntungan, maka Percetakan Souvenir di lingkungan Universitas Lampung harus mengenal pasar dan menyesuaikan pelayanan dengan karakteristik konsumen potensial sehingga layanan dan positioning produk dapat lebih diterima konsumen. Kata kunci : segmentasi pasar, demografi, perilaku, analisis klaster. The purpose of this study was to determine the potential segment of Souvenir Makers in Bandar Lampung with the market segmentation process then analyzed using cluster analysis. Type of research is descriptive method with quantitative approach. The population in this study were consumers of Souvenir Makers arround University of Lampung with a sample of 83 respondents. The results showed that the potential market in Souvenir Makers arround University of Lampung into three segment, they are 1).self-actualization buyers segment; 2).connecting buyers segment; and 3).analytical buyers segment. Where each segment has their own distinguished characteristics. The result also shows that the member of every cluster is disseminated and has the potential to be a potential market for Souvenir Makers arround University of Lampung. To be able to benefit, then the Souvenir Makers arround University of Lampung must know the market and tailor services to potential customers that the service characteristics and positioning of products can be more acceptable to consumers. Key words: market segmentation, demographic, behavior, cluster analysis, the potential market.
| Jenis Karya Akhir: | Skripsi |
|---|---|
| Subyek: | > HB Economic Theory > HJ Public Finance |
| Program Studi: | Fakultas ISIP > Prodi Ilmu Administrasi Bisnis |
| Pengguna Deposit: | 5534788 . Digilib |
| Date Deposited: | 12 Oct 2015 06:52 |
| Terakhir diubah: | 12 Oct 2015 07:04 |
| URI: | http://digilib.unila.ac.id/id/eprint/13283 |
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