Studi Penerapan Strategi Segmentasi Pasar, Target Pasar dan Penempatan Posisi Guna Peningkatan Jumlah Konsumen pada Hotel Kartika Wijaya Batu

Abstract

Market segmentationh ave purpose to devide plural customersi nlo the same market
segmentationF. rom this segment,m arket sharet hat will be served dependingt o the segmentt hat give
maximum profit for Kartika Wijaya Hotel Batu.
The methodu sedi n this researchis usingc lustera nalysisw ith SPSSp rograma s a help.T he
secondm ethodt hat be usedi s caracteristiacn alysism ethodo f customeres achs egmenut singc rossT abs
analysisa nd the third methodu singp references tructurea nalysism ethodo f segmenut sing Thurstone's
case analysis.
In customers egmentatioann alysisu singc lastera nalysisc an got 5 segments4.. of 5 balance
segmentfso rmedc ustomer'sp rofile caracterislice very segmenbt asedo n demografvi ariatesb, ehaviors,
and advantagesA. nd from customer'sp references truclure concludet hat the prize that have beend ecided
by companyim portanat spect/s a tributeso f customer.