ANALISIS SEGMENTASI DAN PETA POSISI UIN SUNAN KALIJAGA TERHADAP PERGURUAN TINGGI DI YOGYAKARTA DENGAN MENGGUNAKAN METODE MULTIDIMENSIONAL SCALLING

Wardati, Khurul and Supandi, Epha Diana and Kuswidi, Iwan (2010) ANALISIS SEGMENTASI DAN PETA POSISI UIN SUNAN KALIJAGA TERHADAP PERGURUAN TINGGI DI YOGYAKARTA DENGAN MENGGUNAKAN METODE MULTIDIMENSIONAL SCALLING. Penagama : Jurnal Penelitian dan Pengembangan Ilmu ilmu Agama, Vol.19 (No. 2). pp. 418-436. ISSN 0854-2732

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Text (ANALISIS SEGMENTASI DAN PETA POSISI UIN SUNAN KALIJAGA TERHADAP PERGURUAN TINGGI DI YOGYAKARTA DENGAN MENGGUNAKAN METODE MULTIDIMENSIONAL SCALLING) KHURUL WARDATI - ANALISIS SEGMENTASI DAN PETA POSISI UIN SUNAN KALIJAGA TERHADAP PERGURUAN TINGGI DI YOGYAKARTA DENGAN MENGGUNAKAN METODE .pdf - Published Version Download (17MB) | Preview

Abstract

Increasing intensity of competition among universities require each college to implement appropriate marketing strategies. One of such strategy that can help a university to win the competition in the future is segmentation and mapping of its position. Taking its respondents from active students of seven universities in Yogyakarta, namely UIN Sunan Kalijaga, Gadjah Mada University, State University of Yogyakarta, Indonesian Islam University, Muhammadiyah University ofYogyakarta, National Development University, and Ahmad Dahlan University, this research is targeted to see UIN Sunan Kalijaga 's segmentation and position against other universities in Yogyakarta. A questioner is distributed among respondents asking them about their profile and their perception on tuition fee, location, academic atmosphere, academic services, learning process, facility, reputation, promotion, and alumni of the university. The collected data is then analyzed through cluster analysis, multidimension scaling, and cross tabulation. The study shows that there are three segments of students in Yogyakarta, i.e. segment I ( UIN Sunan Kalijaga, UNY, and UPN), segment II (UGM), and segment III (VII, UMY, and UAD). Looking at spatial map of UIN Sunan Kalijaga, its closest competitor is UNY, but VIN Sunan Kalijaga has its advantages compared to other universities, namely its relatively cheap tuition fee and its mission in integrating religious and non religious ones. Keywords: Segmentasi, peta posisi, analisis klaster, penskalaan, multidimensi

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