Possibility Customer : Analyze Segmentation, Targeting and Positioning in Entrepreneurship Study Program

Abstract

Competition in higher education today is not only in private universities, but also in universities with legal status which are expected to increase income by increasing the number of students. This study aims to conduct segmentation, targeting and positioning analysis in the Entrepreneurship Study Program of Universitas Pendidikan Indonesia. The research method used is a descriptive qualitative research method using the K-Means analysis technique. The research population was 123 students of the Entrepreneurship Study Program in the 2024/2025 Academic Year. The primary data used as the basis for market segmentation consists of gender, age, region of origin, school of origin and parents' occupation. The results of the study show that the targeting of the Entrepreneurship Study Program is high school students aged 18 years who come from West Java Province and have parents who are entrepreneurs so that the UPI Entrepreneurship Study Program positions itself as one of the Entrepreneurship Study Programs in Indonesia with Excellent accreditation, becoming number 1 in East Priangan which has a competitive advantage where its educational products consist of curriculum, staff, academic activities and facilities and infrastructure that support prospective students to be able to become pioneers and excel in realizing productive and innovative entrepreneurship.