Analisis Cluster Bauran Pemasaran sebagai Strategi Peningkatan Minat Masyarakat terhadap SMK Triple Track Boarding School

Abstract

Pondok modern SMK Triple Track Boarding School adalah sekolah menengah kejuruan
berbasis asrama modern. SMK Triple Track Boarding School terletak di Desa Sumberputih,
Kecamatan Wajak, Kabupaten Malang yang memiliki tujuan untuk menjadi lembaga pendidikan
berkelas internasional dalam membentuk generasi qur'ani dan pemimpin yang berakhlak mulia,
berwawasan global dan jauh melihat ke masa depan. Tujuan dari pengabdian ini adalah untuk
mengelompokkan dan mengetahui persepsi masyarakat terhadap bauran pemasaran 7P (Product, Price, Place, Promotions, People, Process dan Physical Evidence) sebagai strategi untuk
meningkatkan minat masyarakat terhadap pondok modern "SMK Triple Track Boarding School".
Metodologi yang digunakan adalah analisis cluster non hirarki dengan menggunakan metode
complete linkage clustering pada data primer penelitian bauran pemasaran 7P yang diperoleh
melalui penyebaran kuesioner kepada masyarakat Kecamatan Wajak Kabupaten Malang.
Berdasarkan analisis cluster diketahui bahwa 33,2% masyarakat merasa bauran pemasaran 7P
(Product, Price, Place, Promotions, People, Process dan Physical Evidence) pondok modern "SMK
Triple Track Boarding School" sudah baik dan sisanya 66,8% merasa cukup baik. Strategi pemasaran yang tepat untuk meningkatkan minat masyarakat terhadap pondok modern "SMK Triple Track Boarding School" adalah dengan mengoptimalkan bauran 7P (Product, Price, Place,
Promotions, People, Process dan Physical Evidence) pada area cluster 2 yang diambil, sehingga
akan lebih banyak lagi masyarakat yang tertarik dengan pondok modern "SMK Triple Track
Boarding School".

Pondok Modern SMK Triple Track Boarding School is a modern boarding-based Vocational
High School. SMK Triple Track Boarding School is located in Sumberputih Village, Wajak District,
Malang Regency which has the aim of becoming an international class educational institution in
forming a generation of Qur'anic and leaders with noble character, global insight and far into the
future. The purpose of this service is to group and find out the community's perception of the 7P
marketing mix (Product, Price, Place, Promotions, People, Process and Physical Evidence) as a
strategy to increase public interest in the Modern Pondok "SMK Triple Track Boarding School".
The methodology used is non-hierarchical cluster analysis using the complete linkage clustering
method on 7P marketing mix research primary data obtained through distributing questionnaires
to the community of Wajak District, Malang Regency. Based on cluster analysis, it is known that
33.2% of people feel that the 7P marketing mix (Product, Price, Place, Promotions, People, Process
and Physical Evidence) of Pondok Modern "SMK Triple Track Boarding School" is good and the
remaining 66.8% feel quite good. The right marketing strategy to increase public interest in Pondok Modern "SMK Triple Track Boarding School" is to optimize the 7P mix (Product, Price, Place, Promotions, People, Process and Physical Evidence) in the cluster 2 area taken, so that more people will be more interested in Pondok Modern "SMK Triple Track Boarding School" because the
marketing mix is applied in a wider scope.