ANALISIS FAKTOR MAHASISWA MEMILIH UNIVERSITAS DENGAN K-MEANS DAN DIMENSI PSIKOGRAFIS

Abstract

This research employs a quantitative approach with data mining techniques. Primary data was collected through questionnaires distributed to active students of UAG from the 2021–2024 cohorts. The dimensions used include campus quality, economic factors, and the influence of promotion. After preprocessing, the data was analyzed to form student clusters based on their preferences. The study identified three clusters of students in choosing Ary Ginanjar University (UAG). Cluster 1 (29%) exhibited highly positive perceptions toward campus quality, economic factors, and promotion, with advertising and promotional effects being the most dominant factor. Cluster 2 (18%) showed low agreement across all factors, particularly in economic and financial aspects, which may hinder their decision to choose UAG. Cluster 3 (53%) represented students with neutral perceptions, where campus quality and financial affordability were the main influencing factors. These findings provide a basis for the university to design more targeted marketing strategies, such as enhancing promotional campaigns for Cluster 1, offering scholarship information for Cluster 2, and highlighting the balance between quality and affordability for Cluster 3. This study recommends that UAG focus more on economically driven marketing strategies. Psychographic segmentation can help the university develop more personalized and effective approaches in facing market competition. Keywords: market segmentation, k-means, psychographics, data mining