Analisis Segmentasi Pasar terhadap Preferensi Perguruan Tinggi Swasta di Kabupaten Tapanuli Utara dengan Kelompok Referensi sebagai Mediator

This study aims to analyze the influence of market segmentation on the preferences of private universities in North Tapanuli Regency with reference groups as mediators. Although market segmentation research on university preferences is still rare, considering that market segmentation is generally used in fashion, technology, finance, and certain product brands. However, this study is worth considering to understand the views and needs of students based on their segments. The population of this study was active students of private universities in North Tapanuli Regency with a research sample of 260 first-year students determined using the Purposive Sampling technique. Data collection was carried out by distributing questionnaires using Google Forms. The research method used is a quantitative survey method with the help of SmartPLS (Partial Least Squares Structural Equation Modeling) software analysis tools. The results of the study indicate that psychographic segmentation and behavioral segmentation have a direct positive and significant effect on university preferences, while demographic segmentation and geographic segmentation do not have a direct and significant effect. Likewise, the results of the hypothesis test of the mediator variable reference groups are proven not to mediate market segmentation on university preferences.