Marketing Target Analysis Using K-Means Clustering (Case Study: Sutan Raja Hotel Soreang)
Keywords:Data Mining, K-Means Clustering, Marketing
Sutan Raja Hotel and Convention Center Soreang conducted a marketing technique by sending a random marketing team to do a promotion. The marketing team sent randomly may not be able to achieve the expected target. In order to achieve the target, the placement of the appropriate marketing team will get more efficient results. Customer data that has been stored when a customer registers for check-in at Sutan Raja Hotel and Soreang Convention Center, can be utilized to create marketing support strategies that can be very useful for the Hotel. Data used in marketing strategy decision support include data from the customer's home city, gender, main segment, and duration of stay that is analyzed using the K-Means Clustering Algorithm so that the right customer cluster is known for the promotion approach. Data will be processed using Weka data processing software with K-Means Clustering Algorithm and K = 3 so that the data will produce three clusters. With the final result of Cluster 0 in Jakarta City, male gender, OTA segment play, and 1 day stay duration. Cluster 1, Jakarta City, male gender, individual segment play, and duration of stay for 3 days. Cluster 2 Bandung City, male gender, individual segment play, and duration of stay of 2 days.
B. A. Simanjuntak, F. Tanjung, and R. Nasution, Sejarah pariwisata menuju perkembangan pariwisata Indonesia. Yayasan Pustaka Obor Indonesia, 2017.
I. N. Sirtha, I. N. Sunarta, and I. N. Sunarta, “Dampak perkembangan pembangunan sarana akomodasi wisata terhadap pariwisata berkelanjutan di bali,” J. Ilm. Pariwisata, vol. 2, no. 1, 2012.
Parno, “Indeks Pariwisata Kota Bandung Salah Satu Tertinggi di Indonesia.” https://jabarprov.go.id/index.php/news/26881/2018/01/12/Indeks-Pariwisata-Kota-Bandung-Salah-Satu-Tertinggi-di-Indonesia (accessed Feb. 27, 2020).
A. Shinta and U. B. Press, Manajemen Pemasaran. Universitas Brawijaya Press, 2011.
A. Andriani, “SISTEM REKOMENDASI PROMOSI HOTEL PADA WISATAWANMANCANEGARA BERBASIS DATA MINING,” SEMNASTEKNOMEDIA ONLINE, vol. 2, no. 1, p. 2, 2014.
A. Gunawan and E. M. Sipayung, “Sistem Pendukung Keputusan Pemasaran Produk Menggunakan Data Mining Dengan K-Means Clustering,” SESINDO 2014, vol. 2014, 2014.
How to Cite
Copyright (c) 2020 TeIKa
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
The submitting author warrants that the submission is original and that she/he is the author of the submission together with the named co-authors; to the extend the submission incorporates text passages, figures, data or other material from the work of others, the submitting author has obtained any necessary permission.
Articles in this journal are published under the Creative Commons Share Alike Attribution Licence (CC-BY-SA What does this mean?). This is to get more legal certainty about what readers can do with published articles, and thus a wider dissemination and archiving, which in turn makes publishing with this journal more valuable for you, the authors.
By submitting an article the author grants to this journal the non-exclusive right to publish it. The author retains the copyright and the publishing rights for his article without any restrictions.