TREND SEGMENTASI PASAR OBJEK WISATA SIGARAN JIWA DI KAMPUNG JAYAPURA KECAMATAN BUNGARAYA KABUPATEN SIAK PADA MASA PANDEMI COVID-19

Abstract

The study was to find out the market rate of the Sigaran Jiwa tourist attractions of the covid pandemic 19. The research is located in Jayapura Village, Bungaraya Sub-District, Siak district. The kind of research was used of quantitative descriptive, with a sample of 100 respondents, data collection techniques using a questionnaire measured to the likert scale, observation, documentation and literature study. Data analysis used of descriptive and cluster analysis. A descriptive analysis of the distribution of the frequency of dominant respondents visited during the covid-19 pandemic. The cluster analysis had been obtained with four groups. If by psychographic terms the allocentris, the mid-centris, whereas by behavior the group is based on personal experience and social media.and the dominan segments is the type of mid-centris

Keywords: Market Segmentation, Sigaran Jiwa , The Pandemic Covid-19