Membangun Daya Saing Melalui Strategi Segmentasi Pasar dan Analisis Perilaku Konsumen Produk Mebel Lokal

Ardhanari, Margaretha and Susanti, Christina Esti (2015) Membangun Daya Saing Melalui Strategi Segmentasi Pasar dan Analisis Perilaku Konsumen Produk Mebel Lokal. In: Proceeding Seminar dan Call For Papers Membangun Daya Saing Perekonomian Daerah Melalui Pengembangan Pariwisata dan Ekonomi Kreatif, 3-4 September 2015, UKRIDA.

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Abstract

The furniture industry is one of the growing industrial sectors in Indonesia. The need for the products of the furniture industry continues to increase because the industrial sector is providing interior design and artistic value that can provtde comfort that can support a variety of activities. Indonesian furniture now also plays an important role as a source of income for the country because enthusJasts products not only domestically but -also abroad. This situation makes the furniture manufacturers compete to produce the products in accordance with the wishes of the consumer. This study aimed to explore the demographic data table buyer furniture guest chail; and then the data is used as the basis for market segmentation, which in turn can be used bycompanies to establish a policy of marketing mix. Primary data were obtained from 40 respondents. The analytical tool used is the cluster analysis. Hierarchical Cluster Analysis was used to determine the number of clusters that can be made. Nonhierarchical cluster analysis is used to determine the characteristics of each cluster. Based on the analysis concluded that: 1) Demographic characteristics (income, education, family life cycle, home ownership, and the age of the child in the family) can be used as a basis for making furniture products market segmentation. 2) The potential market for furniture products is Cluster 1 (moderate-income, high school education, are on the second cycle of the full family, the age of the child in the family between 5-19 years old, and live in their own homes). Prod_uct characteristics desired by each cluster is a chair table for living room by using: teak raw materials, supplementary materials foam, the material of the glass tabletops, medium size, plain furniture and design. While the characteristic that distinguishes it is prioritized by each cluster. Characteristic products are prioritized by: 1) Cluster I is the raw material and the size of the furnitur~-:· 2) Cluster II is the size of furniture and raw materials, 3) Cluster Ill is the size of the furniture, raw materials, and supplementary materials, and 4) Cluster JV is design.

Item Type:	Conference or Workshop Item (Paper)
Additional Information:	ISBN: 978-979-8396-20-5
Uncontrolled Keywords:	karakteristik demografi, hierarchical cluster analysis, non-hierarchical cluster analysis
Subjects:	Business > Management
Divisions:	Proceeding
Depositing User:	F.X. Hadi
Date Deposited:	02 Nov 2023 04:52
Last Modified:	16 Jan 2024 02:09
URI:	http://repository.ukwms.ac.id/id/eprint/37219

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