?url_ver=Z39.88-2004&rft_val_fmt=info%3Aofi%2Ffmt%3Akev%3Amtx%3Adc&rft.title=ANALISIS+SEGMENTASI+PASAR+PADA+KONSUMEN+UMKM+PERCETAKAN+SOUVENIR%0D%0A(Studi+pada+UMKM+Percetakan+Souvenir+di+Bandar+Lampung)&rft.creator=syarif+hidayatullah+%2C+0916051057&rft.subject=HB+Economic+Theory&rft.subject=HJ+Public+Finance&rft.description=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%3B+2).+connecting+buyers+segment%3B+dan+3).+analytical+buyers+segment.+Dimana+setiap+segmen+mempunyai+karakteristik%2C+profil%2C+dan+perilaku+yang+berbeda-beda.%0D%0AHasil+penelitian+menunjukkan+setiap+segmen+menyebar+dan+berpotensi+untuk+menjadi+pasar+potensial+bagi+pelaku+usaha+Percetakan+Souvenir+di+lingkungan+Universitas+Lampung.+Untuk+dapat+mendapatkan+keuntungan%2C+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.%0D%0A%0D%0A%0D%0AKata+kunci+%3A+segmentasi+pasar%2C+demografi%2C+perilaku%2C+analisis+klaster.%0D%0A%0D%0A%0D%0A%0D%0A%0D%0A%0D%0AThe+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%2C+they+are+1).self-actualization+buyers+segment%3B+2).connecting+buyers+segment%3B+and+3).analytical+buyers+segment.+Where+each+segment+has+their+own+distinguished+characteristics.%0D%0A%0D%0AThe+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.+%0D%0A%0D%0ATo+be+able+to+benefit%2C+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.%0D%0A%0D%0A%0D%0A%0D%0A%0D%0AKey+words%3A+market+segmentation%2C+demographic%2C+behavior%2C+cluster+analysis%2C+the+potential+market.%0D%0A&rft.publisher=FAKULTAS+ILMU+SOSIAL+DAN+ILMU+POLITIK&rft.date=2015-09-29&rft.type=Skripsi&rft.type=NonPeerReviewed&rft.format=text&rft.identifier=http%3A%2F%2Fdigilib.unila.ac.id%2F13283%2F122%2F1.%2520ABSTRAK.pdf&rft.format=text&rft.identifier=http%3A%2F%2Fdigilib.unila.ac.id%2F13283%2F123%2FABSTRACT.pdf&rft.format=text&rft.identifier=http%3A%2F%2Fdigilib.unila.ac.id%2F13283%2F3%2FCOVER.pdf&rft.format=text&rft.identifier=http%3A%2F%2Fdigilib.unila.ac.id%2F13283%2F5%2FHALAMAN%2520PENGESAHAN.pdf&rft.format=text&rft.identifier=http%3A%2F%2Fdigilib.unila.ac.id%2F13283%2F4%2FHALAMAN%2520PERSETUJUAN.pdf&rft.format=text&rft.identifier=http%3A%2F%2Fdigilib.unila.ac.id%2F13283%2F6%2FPERNYATAAN.pdf&rft.format=text&rft.identifier=http%3A%2F%2Fdigilib.unila.ac.id%2F13283%2F7%2FRIWAYAT%2520HIDUP.pdf&rft.format=text&rft.identifier=http%3A%2F%2Fdigilib.unila.ac.id%2F13283%2F8%2FPERSEMBAHAN.pdf&rft.format=text&rft.identifier=http%3A%2F%2Fdigilib.unila.ac.id%2F13283%2F9%2FMOTTO.pdf&rft.format=text&rft.identifier=http%3A%2F%2Fdigilib.unila.ac.id%2F13283%2F10%2FSANWACANA.pdf&rft.format=text&rft.identifier=http%3A%2F%2Fdigilib.unila.ac.id%2F13283%2F11%2FDAFTAR%2520ISI.pdf&rft.format=text&rft.identifier=http%3A%2F%2Fdigilib.unila.ac.id%2F13283%2F12%2FDAFTAR%2520TABEL.pdf&rft.format=text&rft.identifier=http%3A%2F%2Fdigilib.unila.ac.id%2F13283%2F13%2FDAFTAR%2520GAMBAR.pdf&rft.format=text&rft.identifier=http%3A%2F%2Fdigilib.unila.ac.id%2F13283%2F14%2FBAB%2520I.pdf&rft.format=text&rft.identifier=http%3A%2F%2Fdigilib.unila.ac.id%2F13283%2F15%2FBAB%2520II.pdf&rft.format=text&rft.identifier=http%3A%2F%2Fdigilib.unila.ac.id%2F13283%2F16%2FBAB%2520III.pdf&rft.format=text&rft.identifier=http%3A%2F%2Fdigilib.unila.ac.id%2F13283%2F17%2FBAB%2520IV.pdf&rft.format=text&rft.identifier=http%3A%2F%2Fdigilib.unila.ac.id%2F13283%2F18%2FBAB%2520V.pdf&rft.format=text&rft.identifier=http%3A%2F%2Fdigilib.unila.ac.id%2F13283%2F19%2FDAFTAR%2520PUSTAKA.pdf&rft.identifier=++syarif+hidayatullah+%2C+0916051057++(2015)+ANALISIS+SEGMENTASI+PASAR+PADA+KONSUMEN+UMKM+PERCETAKAN+SOUVENIR+(Studi+pada+UMKM+Percetakan+Souvenir+di+Bandar+Lampung).++FAKULTAS+ILMU+SOSIAL+DAN+ILMU+POLITIK%2C+UNIVERSITAS+LAMPUNG.+++++&rft.relation=http%3A%2F%2Fdigilib.unila.ac.id%2F13283%2F