@thesis{thesis,
		author={SANTY   PERMATA SARI},
		title ={ANALISIS SEGMENTASI DEMOGRAFI DAN PSIKOGRAFI 
PENGGUNA PONSEL QWERTY DI WILAYAH  
 RUNGKUT SURABAYA },
		year={2012},
		url={http://eprints.upnjatim.ac.id/5087/},
		abstract={ABSTRACT 
 
SANTY PERMATA SARI. ANALYSIS SEGMENTATION 
DEMOGRAPHIC AND PSYCHOGRAPHIC OF QWERTY MOBILE 
PHONES USERS IN THE REGION RUNGKUT SURABAYA. 
 Communication technologies now experiencing a sharp increase in the 
use of cell phones (mobile phones). The demand for qwerty phones is also 
expected to keep growing and will color every year. Reality that happens, 
many vendors that offer this type of qwerty phones, the phone vendor was 
currently competing to attract the attention of buyers. Qwerty phone prices 
right now are relatively cheap and affordable for all people. Demographic 
segmentation divides the market into groups based on variables such as age, 
gender, family size, family life cycle, income, employment, education, 
religion, race, generation, and nationality. Psychographic segmentation, 
divides the market into different groups based on social class, lifestyle, or 
personality characteristics. Products such as mobile phones tend to be 
examined in terms of demographic and psychographic. The research 
problem can be formulated into how the demographic and psychographic 
segmentation qwerty mobile phone users in the region Rungkut Surabaya. 
The purpose of this study is to determine the segmentation of qwerty mobile 
phones users in the region Rungkut Surabaya. 
 This research uses descriptive quantitative research design with survey 
research methods shaped by distributing questionnaires. The population in 
this study are residents of region Rungkut Surabaya who are using and 
owning a qwerty phone. Sampling was carried out using  simple random 
sample. Data analysis techniques for market segmentation variables is 
cluster analysis and crosstab.  
 The result shows that  a). Profile Segment 1:  less well established, 
fulfilled, makers,excitement. b). Profile Segment 2: established, achievers, 
dan excitement.  c). Profile Segment 3:  very well established, actualizers, 
competent dan sophisticate. 
 
Keyword: Segmentation, Cluster, Qwerty Phone }
		}