MARKET SEGMENTATION OF SURABAYA SOCIETY WHO HAD STAYED AT GREEN HOTEL

Mila Christina Sutikno, Monika Kristanti

Abstract


Abstrak: penelitian ini dilakukan untuk mengetahui profil masyarakat Surabaya yang pernah menginap di green hotel menggunakan segmentasi demografis dan psikografis.

Metode pengumpulan data yang digunakan adalah dengan kuesioner. 122 kuesioner yang telah disebarkan, kemudian diolah menggunakan analisa faktor untuk mereduksi variabel yang ada dan analisa K-means cluster untuk mereduksi faktor yang terbentuk. Pada penelitian ini terdapat 3 cluster yang terbentuk yaitu environmental loyalist, environmental apathetic, dan environmental enthusiastic. Dan sebanyak 44.07% responden memiliki kepedulian terhadap lingkungan.

Kata kunci: green hotel, segmentasi pasar, analisa faktor, analisa cluster, analisa K-means cluster.

Abstract: this study was conducted to determine the profile of Surabaya society who stayed at green hotel by using demographic segmentation and psychographic segmentation.

The data for this study were collected using questionnaires. 122 questionnaires were distributed, and then analyzed using factor analysis to reduce the variables and K-means cluster analysis to reduce the factors that are formed. In this study, there are 3 cluster formed there are, environmental loyalist, environmental apathetic, and environmental enthusiastic. As many as 44.07% respondents have environmental awareness.

Keywords: green hotel, market segmentation, factor analysis, cluster analysis, K-means cluster analysis.


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