TY  - THES
ID  - repoupi126434
M1  - other
PB  - Universitas Pendidikan Indonesia
Y1  - 2024/08/15/
AV  - restricted
KW  - Motivasi Leisure
KW  -  Segmentasi
KW  -  Workshop Kreatif
KW  -  K-Means
KW  -  Bandung
Leisure Motivation
KW  -  Segmentation
KW  -  Creative Workshop
KW  -  K-Means
KW  -  Bandung
TI  - SEGMENTASI PESERTA WORKSHOP KREATIF DI KOTA BANDUNG BERDASARKAN MOTIVASI LEISURE
A1  - Sindy Shafira Amelia, -
UR  - https://repository.upi.edu/
N2  - Penelitian ini bertujuan untuk melakukan segmentasi peserta workshop kreatif berdasarkan motivasi mereka mengikuti kegiatan workshop kreatif di Kota Bandung. Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei menggunakan kuesioner yang disebarkan kepada 130 responden yang pernah mengikuti workshop kreatif di Kota Bandung. Teknik analisis data yang digunakan adalah analisis faktor dan analisis cluster k-means. Hasil analisis faktor mengenai motivasi leisure terbentuk menjadi 7 faktor baru yaitu : 1) Knowledge and Skills Learners; 2) Prestige; 3) Escape & Freedom; 4) Enhancing Relation & Social Seeker; 5) Self-esteem & Fulfillment; 6) Personal Needs & Achievement;, 7) Explorers-Seekers. Selanjutnya melakukan analisis klaster dan terbentuk 3 cluster yaitu Freedom and Connection Seekers, Gaining Knowledge and Self-esteem, dan Self-Development. Analisis klaster menghasilkan beberapa segmen peserta workshop yang memiliki karakteristik dan kebutuhan yang berbeda. Temuan penelitian ini dapat menjadi acuan bagi penyelenggara workshop kreatif dalam merancang program yang lebih efektif dan sesuai dengan minat peserta, serta mendukung pengembangan industri kreatif di Kota Bandung. 

This study aims to segment creative workshop participants based on their motivation to participate in creative workshop activities in Bandung City. This research uses a quantitative approach with a survey method using a questionnaire distributed to 130 respondents who have attended creative workshops in Bandung City. The data analysis techniques used were factor analysis and k-means cluster analysis. The results of factor analysis regarding leisure motivation were formed into 7 new factors, namely: 1) Knowledge and Skills Learners; 2) Prestige; 3) Escape & Freedom; 4) Enhancing Relation & Social Seeker; 5) Self-esteem & Fulfillment; 6) Personal Needs & Achievement; 7) Explorers-Seekers. Furthermore, cluster analysis was conducted and 3 clusters were formed, namely Freedom and Connection Seekers, Gaining Knowledge and Self-esteem, and Self-Development. Cluster analysis resulted in several segments of workshop participants who have different characteristics and needs. The findings of this research can be a reference for creative workshop organizers in designing programs that are more effective and in accordance with the interests of participants, and support the development of the creative industry in Bandung City.
N1  - https://scholar.google.com/citations?view_op=new_profile&hl=en
ID SINTA Dosen Pembimbing
Rosita : 5997470
Sri Marhanah : 5993537
ER  -