Optimasi Strategi Promosi Sekolah SMK melalui Segmentasi Data Siswa Baru dengan Clustering Metode K-Means menggunakan Differential Evolution (DE)

Authors

  • Pebruarianto Hutabarat Universitas Potensi Utama
  • Adil Setiawan Universitas Potensi Utama
  • Bill Raj Universitas Potensi Utama
  • M Prasetyo Universitas Potensi Utama
  • M. Agung Irnanda Universitas Potensi Utama
  • Empiter Gea Universitas Potensi Utama
  • Johan Universitas Potensi Utama
  • Andreas Parapat Universitas Potensi Utama

DOI:

https://doi.org/10.62712/juktisi.v4i3.779

Keywords:

strategi promosi, segmentasi siswa baru, clustering K-Means, Differential Evolution, smk

Abstract

SMK XYZ faces challenges in developing effective and efficient promotional strategies to attract prospective new students. Previously, promotional approaches have been general and failed to address the specific needs of different prospective student segments. This research aims to optimize school promotional strategies by analyzing patterns in new student characteristics through data segmentation techniques. The proposed method is K-Means Clustering optimized with the Differential Evolution (DE) algorithm. DE optimization addresses K-Means' sensitivity to initial cluster center initialization, aiming for more stable and optimal segmentation. The data used includes demographic attributes, major interests, registration pathways, and prior school origins of new students from the 2023/2024 cohort. Research results show that the DE-K-Means combination produces more compact clusters (lower within-cluster sum of squares values) compared to standard K-Means. Based on the resulting cluster analysis, three distinct promotional strategies are formulated for each prospective student segment: digital-intensive approaches, partnerships with feeder schools, and highlighting specific major advantages. Implementing these strategies is expected to significantly increase the quality and quantity of new student admissions.

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Published

2026-01-15

How to Cite

Hutabarat, P., Setiawan, A., Raj, B., Prasetyo, M., Irnanda, M. A., Gea, E., Johan, & Parapat, A. (2026). Optimasi Strategi Promosi Sekolah SMK melalui Segmentasi Data Siswa Baru dengan Clustering Metode K-Means menggunakan Differential Evolution (DE). Jurnal Komputer Teknologi Informasi Sistem Informasi (JUKTISI), 4(3), 1978–1986. https://doi.org/10.62712/juktisi.v4i3.779

Issue

Vol. 4 No. 3 (2026): Februari 2026

Section

Articles

License

Copyright (c) 2025 PEBRUARIANTO HUTABARAT, Adil Setiawan, Bill Raj, M Prasetyo, M. Agung Irnanda, Empiter Gea, Johan, Andreas Parapat

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This work is licensed under a Creative Commons Attribution 4.0 International License.