Combination of K-Means and Simple Additive Weighting in Deciding Locations and Strategies of University Marketing
Every year UNIMUDA Sorong welcomes new students and keeps promoting to attract more. The process generates a growing number of student data. On the other hand, the promotional strategy to attract new students faces obstacles such as generalization among locations, ineffective time, limited personnel...
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| Format: | UMS Journal (OJS) |
| Language: | eng |
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Department of Informatics, Universitas Muhammadiyah Surakarta, Indonesia
2020
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| Online Access: | https://journals.ums.ac.id/index.php/khif/article/view/11281 |
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| author | Kasri, Muhamad Ali Jati, Handaru |
| author_facet | Kasri, Muhamad Ali Jati, Handaru |
| author_sort | Kasri, Muhamad Ali |
| collection | OJS |
| description | Every year UNIMUDA Sorong welcomes new students and keeps promoting to attract more. The process generates a growing number of student data. On the other hand, the promotional strategy to attract new students faces obstacles such as generalization among locations, ineffective time, limited personnel to carry out promotions, and cost inefficiency. This study examines the new student data and university marketing strategies to optimize time, effort, and cost. It uses the K-Means method for data grouping and the Simple Additive Weighting (SAW) for ranking the results of data grouping. The result of this research suggests that the location of promotion may be determined from the clustering process using the K-Means method. The silhouette coefficient test invalidates the data clustering, and the SAW method helps the ranking process to obtain a sequence of promotion locations. The ranking results reflect the predetermined decision table that directs promotion location selection according to the promotion strategy. The combination of the two methods helps to decide the location and marketing strategy to optimize time, effort, and cost. The results of this study may be used as a comparative reference for the management to decide the right promotion strategy based on the locations and student background. |
| format | UMS Journal (OJS) |
| id | oai:ojs2.journals.ums.ac.id:article-11281 |
| institution | Universitas Muhammadiyah Surakarta |
| language | eng |
| publishDate | 2020 |
| publisher | Department of Informatics, Universitas Muhammadiyah Surakarta, Indonesia |
| record_format | ojs |
| spelling | oai:ojs2.journals.ums.ac.id:article-11281 Combination of K-Means and Simple Additive Weighting in Deciding Locations and Strategies of University Marketing Kasri, Muhamad Ali Jati, Handaru k-means, simple additive weighting, promotion, new students Every year UNIMUDA Sorong welcomes new students and keeps promoting to attract more. The process generates a growing number of student data. On the other hand, the promotional strategy to attract new students faces obstacles such as generalization among locations, ineffective time, limited personnel to carry out promotions, and cost inefficiency. This study examines the new student data and university marketing strategies to optimize time, effort, and cost. It uses the K-Means method for data grouping and the Simple Additive Weighting (SAW) for ranking the results of data grouping. The result of this research suggests that the location of promotion may be determined from the clustering process using the K-Means method. The silhouette coefficient test invalidates the data clustering, and the SAW method helps the ranking process to obtain a sequence of promotion locations. The ranking results reflect the predetermined decision table that directs promotion location selection according to the promotion strategy. The combination of the two methods helps to decide the location and marketing strategy to optimize time, effort, and cost. The results of this study may be used as a comparative reference for the management to decide the right promotion strategy based on the locations and student background. Department of Informatics, Universitas Muhammadiyah Surakarta, Indonesia 2020-10-22 info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion application/pdf https://journals.ums.ac.id/index.php/khif/article/view/11281 10.23917/khif.v6i2.11281 Khazanah Informatika : Jurnal Ilmu Komputer dan Informatika; Vol. 6 No. 2 October 2020 Khazanah Informatika; Vol. 6 No. 2 October 2020 2477-698X 2621-038X eng https://journals.ums.ac.id/index.php/khif/article/view/11281/6075 Copyright (c) 2020 Khazanah Informatika: Jurnal Ilmu Komputer dan Informatika http://creativecommons.org/licenses/by/4.0 |
| spellingShingle | k-means, simple additive weighting, promotion, new students Kasri, Muhamad Ali Jati, Handaru Combination of K-Means and Simple Additive Weighting in Deciding Locations and Strategies of University Marketing |
| title | Combination of K-Means and Simple Additive Weighting in Deciding Locations and Strategies of University Marketing |
| title_full | Combination of K-Means and Simple Additive Weighting in Deciding Locations and Strategies of University Marketing |
| title_fullStr | Combination of K-Means and Simple Additive Weighting in Deciding Locations and Strategies of University Marketing |
| title_full_unstemmed | Combination of K-Means and Simple Additive Weighting in Deciding Locations and Strategies of University Marketing |
| title_short | Combination of K-Means and Simple Additive Weighting in Deciding Locations and Strategies of University Marketing |
| title_sort | combination of k means and simple additive weighting in deciding locations and strategies of university marketing |
| topic | k-means, simple additive weighting, promotion, new students |
| topic_facet | k-means, simple additive weighting, promotion, new students |
| url | https://journals.ums.ac.id/index.php/khif/article/view/11281 |
| work_keys_str_mv | AT kasrimuhamadali combinationofkmeansandsimpleadditiveweightingindecidinglocationsandstrategiesofuniversitymarketing AT jatihandaru combinationofkmeansandsimpleadditiveweightingindecidinglocationsandstrategiesofuniversitymarketing |