Analisis segmentasi pasar dalam pemasaran e-modul berbasis visual pada lembaga pendidikan tingkat dasar di Kota Malang

Abstract

This research was conducted to analyze market segmentation in visual-based e-module marketing at elementary level institutions in Malang City. This research uses qualitative research. The data collection technique was carried out using a questionnaire. Segmentation analysis in visual-based e-module marketing is carried out based on 4 types of market segmentation, namely demographic, geographic, behavioral and psychographic segmentation. Based on the results of the data collection carried out, it is known that the demographic segmentation of the e-module is students, teachers and parents. Students in this market are first grade students who are at the concrete operational stage. The geographic segmentation of e-modules is in urban school environments. As for psychographic segmentation, namely students with concrete operational stage characteristics who more easily absorb knowledge through concrete experiences packaged in the form of images/visuals. Meanwhile, visual-based behavioral segmentation of e-modules based on questionnaires shows positive and satisfied responses from students, teachers and parents, enabling them to recommend e-modules to others.