Penerapan Metode K-Means Clustering Dalam Pengembangan Strategi Promosi Berbasis Data Penerimaan Mahasiswa Baru (Studi Kasus :Universitas Nurul Huda)

Abstract

The admission of new students is a key element in the success of a university. In its effort to enhance efficiency in admitting new students, Nurul Huda University proposes applying the K-Means Clustering method as a solution to manage candidate student data more effectively and intelligently. The data used in this research is derived from the Admission of New Students process for the academic years 2021/2022 and 2022/2023, totaling 1275 entries, which will then be processed using data mining techniques to generate analysis. The goal is to determine promotional strategies based on the origin of profiles of newly enrolled students. The method applied is clustering with the K-Means algorithm. After data processing, analysis is conducted using the Knowledge Discovery in Databases (KDD) technique, consisting of five stages: selection, preprocessing, transformation, data mining, and evaluation. The implementation in this research utilizes Rapidminer software, resulting in three data clusters: Cluster 1 with 345 entries, covering 27% of the total; Cluster 2 with 86 entries (7%); and Cluster 3 with 835 entries (66%). For promotion, the marketing team is deployed to districts dominant in the East OKU region and potential areas outside the East OKU District. They conduct direct visits to introduce Nurul University to students, distribute brochures, display pamphlets, and adapt strategies using a promotion mix strategy