Dimas Dwi Waluyo, . (2025) STRATEGI PEMASARAN MARKETING MIX (4P) BERDASARKAN HASIL CLUSTERING K-MEANS DAN PARTICLE SWARM OPTIMIZATION (PSO) (STUDI KASUS PADA PT. SENSWELL INTERNATIONAL). Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.
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Abstract
The fragrance industry in Indonesia is experiencing a growing trend in consumer interest toward local perfume Products, which are increasingly recognized for their competitive quality and strong market potential. However, PT. Senswell International has faced fluctuating sales performance in recent years and has yet to meet its sales targets. This study aims to formulate marketing strategies using the Marketing Mix (4P) approach based on Clustering results derived from the K Means method optimized by Particle Swarm Optimization (PSO). Perfume sales data were classified into three Clusters: low, medium, and high sales. Evaluation using the Davies Bouldin Index (DBI) shows that the PSO method provides better Clustering quality (DBI = 0,4942) compared to standard K-Means DBI = 0,5291, indicating improved Clustering efficiency and accuracy. Based on these Clusters, tailored marketing strategies were developed, including Product differentiation, price adjustment, distribution channel optimization, and promotional approaches suited to each segment. The results of this study are expected to serve as a strategic reference for enhancing the competitiveness of local perfume Products and improving the effectiveness of PT. Senswell International’s marketing efforts.
| Item Type: | Thesis (Skripsi) |
|---|---|
| Additional Information: | [No.Panggil: 2010312013] [Pembimbing: Mohammad Rachman Waluyo] [Penguji 1: Muhamad As Adi] [Penguji 2: Santika Sari] |
| Uncontrolled Keywords: | Marketing Mix (4P), K-Means, Particle Swarm Optimization (PSO), Clustering, Davies Bouldin Index (DBI) |
| Subjects: | H Social Sciences > HA Statistics H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management Q Science > QA Mathematics > QA76 Computer software |
| Divisions: | Fakultas Teknik > Program Studi Teknik Industri (S1) |
| Depositing User: | DIMAS DWI WALUYO |
| Date Deposited: | 15 Aug 2025 06:22 |
| Last Modified: | 15 Aug 2025 06:22 |
| URI: | http://repository.upnvj.ac.id/id/eprint/39599 |
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