TY  - THES
N2  - Abstract
The hotel and resort business is a business that has been very strongly affected by the Covid-19 pandemic. The 
decline in occupancy rates encourages entrepreneurs to be able to map business opportunities and business strategies 
that are fast and on target. The main objective of this research is to create a customer cluster model for a hotel and 
resort in Sukabumi, West Java, Indonesia. The cluster model is used to map business opportunities and determine 
business strategies. The customer cluster model is carried out using the Hierarchical Clustering method. The 
attributes involved in this study include program, type of transportation, type of package, nationality, age, customer 
classification and visit status. The most optimal number of customer clusters is 3 clusters, with a Davies Bouldin 
Index value of 0.262. Based on the customer cluster model, 3 business opportunities are selected : basic service 
compliment with dinner or yoga, basic service compliment with hiking to village or crater, and basic service 
compliment with body treatment. The business strategies that have been mapped are on-line promotion, remarketing, 
regional marketing, incentives, and customer loyalty programs.
Keywords:
Business opportunity, Customer Cluster, Hierarchical Clustering, Business Strategy
A1  - Nur Rahmawati, Cani
A1  - Tita Tosida, Eneng
A1  - Mulyati
Y1  - 2020/06/04/
UR  - http://eprints.unpak.ac.id/666/
PB  - Universitas Pakuan
TI  - CUSTOMER CLUSTER MODEL TO DETERMINE BUSINESS 
OPPORTUNITY BY HIERARCHYCAL METHOD
ID  - eprintsunpak666
AV  - none
M1  - Skripsi
ER  -