Segmentasi Pelanggan pada Bisnis Wedding Organizer


  • Ina Melati Universitas Bina Nusantara



high involvement, segmentation, ethnography


Wedding is one of the most important and beautiful thing in a human life, they want that happen only once in their lifetime, that’s why they aren’t mind if they have to spend lot of money to have an unforgettable wedding. For some of Indonesian, wedding party is often considered as someone social status acknowledgement. Wedding party is the one of High Involvement service, that is when a consumer have spent a huge of money and they want the best service as a return. Through Ethnography, segmentation for a Wedding Organizer’s consumer will be described very well and clearly, so that the best service will be delivered to the correct consumer. 


Plum Analytics

Author Biography

Ina Melati, Universitas Bina Nusantara

Management Department


Kotler, P., and Keller, K. (2006). Marketing management, 12th ed., New Jersey: Prentice Hall.

Maulana, A. (2008). Insight via ethnography. Retrieved from

Melati, I., dan Tiara, M. (2009). Consumer insight: Dinamika pemilihan sebuah wedding organizer. Tesis tidak diterbitkan, Jakarta: Program Pascasarjana, Universitas Bina Nusantara.



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