ANALISIS MULTI KRITERIA PENENTUAN SEGMENTASI PEMASARAN GADGET

Authors

  • hera wasiati STMIK AKAKOM Yogyakarta

DOI:

https://doi.org/10.12928/optimum.v8i2.9267

Keywords:

segmentasi, gadget, multikriteria, cb-dss

Abstract

ABSTRAK

Segmentasi adalah usaha untuk membagi suatu populasi menjadi kelompok-kelompok yang dapat dibedakan satu sama lain. Dalam pemasaran dikenal istilah segmentasi pasar yang berarti usaha untuk membagi pasar ke dalam kelompok-kelompok yang dapat dibedakan satu sama lain dalam hal kebutuhan, karakteristik, atau perilaku pelanggan. Permasalahan yang timbul adalah teknik analisis segmentasi pasar yang tepat dengan melihat dan mempertimbangkan kriteria-kriteria (multi criteria) yang kompleks. Penelitian ini akan mengembangkan sistem pendukung keputusan berbasis komputer (CB-DSS) untuk menentukan segmentasi pasar poduk gadget berdasarkan analisis multi criteria menggunakan metode Promethee. Metode pengumpulan data menggunakan kwesioner untuk mendapatkan data sampling beberapa contoh gadget paling banyak dibeli dan digunakan kalangan mahasiswa berdasarkan suvey yang dilakukan pada beberapa kampus di Yogyakarta. Sistem dapat digunakan untuk membantu decision maker dalam menentukan segmentasi pasar secara cepat dan tepat berdasarkan kriteria yang kompleks.

 

ABSTRACT

Segmentation is an attempt to divide a population into groups that can be distinguished from each other. In marketing it is known as market segmentation which means the effort to divide the market into groups that can be distinguished from each other in terms of customer needs, characteristics, or behavior. The problem that arises is an appropriate market segmentation analysis technique by looking at and considering complex (multi criteria) criteria. This research will develop computer-based decision support system (CB-DSS) to determine gadget market segmentation based on multi criteria analysis using Promethee method. Methods of data collection using questionnaires to obtain sampling data of some examples of gadgets most widely purchased and used among students based on suvey conducted on several campuses in Yogyakarta. The system can be used to assist decision makers in determining market segmentation quickly and precisely based on complex criteria.

 

Keywords:           segmentation, gadget, multicriteria, cb-dss

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Published

2018-09-30

Issue

Vol. 8 No. 2 (2018)

Section

Articles

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