| Summary: | Market segmentation is the process of sorting out a market into groupcontaining
group similar consumers and selecting the group and the most
appropriate individuals to be served. Bus Werkudoro segmentation determination
based on demographic and psychographic needs to be done to prepare the
development of the management of bus tours for tourists Werkudoro.
The type of this research is descriptive research using survey. Object of
this study is the consumer of Werkudoro tour bus. Market segmentation research
was conducted in the Surakarta. In conducting this study, the authors use analysis
descriptive analysis, cross tabulation and chi square.
Based on the frequency test, a demographic segment of the market of bus
Werkudoro is women, as many as 68 people or about 70.8%, university educated
as many as 85 people or 88.5%, worked as a private employee / self-employed
person who reaches 38 people or about 39.6%, aged 20-40 years (early adulthood)
which reached 55 people, or about 59.4%, and income per month over 3 million as
many as 50 people or about 52.1%. Based on the interval test, the psychographic
market segments of Werkudoro tour bus have social classes with an average score
of 3.598 or is high / good, have lifestyle with an average score of 3.427 or quite
good, have personality with an average score of 3.029 or quite good. User
perceptions of the management of the existing Werkudoro tour bus today is that
most respondents have a relatively good perception on service management
(66.67%), quite good perception at managing the facility (54.17%), quite good
perception at comfort management (47.92%), quite good perception at managing
rates (46.88%), and quite good perception at the management of promotion of Bus
Werkudoro (51.04%).
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