Optimizing New Student Admission Promotion Using K-Means Clustering: A Case Study of Politeknik Negeri Media Kreatif PSDKU Makassar Arysespajayadi (a*), Fadly Shabir (a), Ahmad Irfan Abdullah (a), Ridwan Jamal (a)
a) Politeknik Negeri Media Kreatif, Jl. Srengseng Sawah Raya No.17, RT.8/RW.3, Srengseng Sawah, Kec. Jagakarsa, Kota Jakarta Selatan, Daerah Khusus Ibukota Jakarta 12630, Indonesia
*arysespajayadi[at]polimedia.ac.id
Abstract
This research was conducted with the aim of applying the K-Means method to cluster promotional strategies in the process of admitting new students at Politeknik Negeri Media Kreatif PSDKU Makassar. The data used in this study includes survey data to students to obtain information sources. Through analysis using the K-Means method, it produces 3 predetermined clusters, namely spirit, great, good. The promotional strategy of the Spirit Cluster of 5.6 indicates that the sources of information included in this Cluster, such as the Internet, social media, and Alumni Recommendations, have a higher value of influence in attracting prospective students. This score is obtained from the average normalized value of respondents on information sources in the Spirit Cluster and is used to determine the priority of information sources in promotion. then for the Spirit Cluster the validation test using the Silhouette Score Method of 0.1979 shows that this clustering has a fairly good level of internal cohesion but there is some overlap between clusters. This may be due to similar linkages between promotional information sources. The Davies-Bouldin Index of 0.4219 shows a fairly good distance between clusters, indicating that the clusters formed have a moderate degree of separation. The combination of these two values indicates that the clustering results are representative enough to be analyzed further in the context of promotional strategies. It is hoped that the results of this study can provide valuable insights for Politeknik Negeri Media Kreatif PSDKU Makassar in improving the effectiveness of the promotion of new student admissions and attracting more applicants.
Keywords: K-Means- promotion strategy- new student admissions.
