@article{Teddy Indira Budiwan_2020, title={SEGMENTATION AND CONSUMER PREFERENCE OF WEDDING ORGANIZER IN SEMARANG}, volume={18}, url={https://www.archives.palarch.nl/index.php/jae/article/view/2450}, abstractNote={<p>The wedding organizer industry in Semarang is growing along with its economy. This trend<br>induces industry players to deliver the best service to its consumers. Segmentation needs to be<br>conducted to achieve the best products and service delivery. Asides from that, this study also<br>aims to determine consumer preference in each segment. 428 respondents were interviewed in<br>this study using non-probability sampling. There were 4 segments discovered: uncomplicated<br>couple, think too much couple, blue-blood family couple and wedding dream couple. These<br>segments were then analyzed with cross tabulation to yield preferences for each segment.</p>}, number={1}, journal={PalArch’s Journal of Archaeology of Egypt / Egyptology}, author={Teddy Indira Budiwan}, year={2020}, month={Dec.}, pages={906 - 914} }