Segmentasi Gaya Hidup pada Mahasiswa UKSW Salatiga

Abstract

The people in the same demographic can have very different psychographic. One of the psychographic elements most frequently used by marketers is lifestyle. Segmentation is not only used in business activity but has evolved into a variety of fields including education. In the f ield of education, segmentation can be used to obtain useful information on student characteristics. This research aims to determine the student lifestyle segmentation SWCU Salatiga. To obtain the necessary data, the authors took a sample of 200 people with student SWCU Salatiga with convinience sampling technique. Analysis tool used is a factor analysis. The results showed that there are three lifestyle segments on students of SWCU Salatiga are: dynamic, conservative-trendsetter, and identity seekers. Of the three lifestyle segments, as many as 97 people (48,5%) students of SWCU Salatiga classified in the segment of identity seekers.