ANALISIS SEGMENTASI, TARGETING, DAN VALUE PROPOSITION PELANGGAN FIT HUB MENGGUNAKAN K-MEANS CLUSTERING: STUDI KASUS PADA 3 LOKASI DI DAERAH BOGOR

INDRIANA, DESY MAYA (2026) ANALISIS SEGMENTASI, TARGETING, DAN VALUE PROPOSITION PELANGGAN FIT HUB MENGGUNAKAN K-MEANS CLUSTERING: STUDI KASUS PADA 3 LOKASI DI DAERAH BOGOR. Tesis (S2) - thesis, UNIVERSITAS BAKRIE.

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Abstract

The growth of the fitness industry and increasing competition among fitness centers require companies to develop a deeper understanding of their customers’ characteristics and needs. This study aims to analyze customer segmentation, identify the priority target segment, and formulate a relevant proposed value proposition for FIT HUB customers at three locations in the Bogor area: Siliwangi, Yasmin, and Cibinong. This study employed a Sequential Explanatory Mixed Methods design conducted in two stages. The first stage involved a quantitative analysis of survey data collected from 102 valid respondents selected using purposive sampling. Customer segmentation was performed using the K-Means Clustering method with SPSS based on demographic, geographic, psychographic, consumer behavior, value preference, and digital behavior dimensions. The second stage involved a qualitative exploration through in-depth interviews with four informants from the selected target segment. The analysis identified five customer clusters with different characteristics, motivations, and service preferences. Cluster 2, referred to as Postural Alignment Seekers, was selected as the primary target segment because its members demonstrated a more specific need for postural improvement, relatively long membership duration, stable exercise frequency, and relatively high income levels. These characteristics indicate relatively strong customer engagement, financial capacity, and retention potential. However, they cannot be used to conclude that Cluster 2 has a high Customer Lifetime Value, as this study did not calculate CLV using customers’ financial data. The interviews identified seven shared pain values. However, the formulation of the online value proposition focused on the inadequate evaluation and progress monitoring provided by Personal Trainers. Based on these findings, the study proposes the following online value proposition: “Providing an adaptive and transparent, digitally supported postural correction training program to improve the efficiency and measurability of FIT HUB users’ progress.”This value proposition remains a conceptual proposal and requires further testing to assess its relevance, feasibility, and acceptance by FIT HUB customers and management. Keywords: customer segmentation, targeting, online value proposition, K-Means Clustering, Sequential Explanatory Mixed Methods, fitness center.

Item Type:	Thesis (Tesis (S2) - )
Uncontrolled Keywords:	customer segmentation, targeting, online value proposition, K-Means Clustering, Sequential Explanatory Mixed Methods, fitness center
Subjects:	Marketing Management (Manajemen Pemasaran) Thesis > Thesis (S2) Marketing Management (Manajemen Pemasaran) > Digital Marketing (Pemasaran Digital)
Divisions:	Fakultas Ekonomi dan Ilmu Sosial > Program Studi Magister Management
Depositing User:	Desy Maya Indriana
Date Deposited:	15 Sep 2026 07:06
Last Modified:	15 Sep 2026 07:06
URI:	https://repository.bakrie.ac.id/id/eprint/14794

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