TY  - JOUR
ID  - digilib25406
UR  - https://digilib.uin-suka.ac.id/id/eprint/25406/
IS  - No. 2
A1  - Wardati, Khurul
A1  - Supandi, Epha Diana
A1  - Kuswidi, Iwan
N2  - 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
VL  - Vol.19
TI  - ANALISIS SEGMENTASI DAN PETA POSISI UIN SUNAN KALIJAGA TERHADAP PERGURUAN TINGGI DI YOGYAKARTA DENGAN MENGGUNAKAN METODE MULTIDIMENSIONAL SCALLING
AV  - public
EP  - 436
Y1  - 2010/08/01/
PB  - Lembaga Penelitian UIN Sunan Kalijaga
JF  - Penagama : Jurnal Penelitian dan Pengembangan Ilmu ilmu Agama
KW  - Segmentasi
KW  -  peta posisi
KW  -  analisis klaster
KW  -  penskalaan
KW  -  multidimensi
SN  - 0854-2732
SP  - 418
ER  -