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"[ABSTRAKKebutuhan manusia semakin beranekaragam seiring dengan perkembangan zaman. Pola gaya hidup masyarakat modern, khususnya kalangan remaja secara perlahan-lahan didominasi oleh kebutuhan akan penghargaan dan aktualisasi diri. Perkembangan gaya hidup tersebut semakin meningkat seiring dengan berkembangnya tempat-tempat hiburan untuk hangout. Kegiatan hangout yang dilakukan remaja menunjukkan bahwa terdapat aktivitas yang dilakukan dalamsuatu ruang. Perbedaan karakteristik lokasi sekolah dan disertai dengan perbedaankarakteristik remaja yang terdiri dari karakteristik demografis dan psikografismemungkinkan perbedaan pula dalam pemilihan lokasi hangout. Penelitian ini menggunakan analisis deskriptif dan spasial. Daerah penelitian meliputi tiga karakteristik lokasi Sekolah Menengah Atas Negeri (SMAN) di Jakarta Selatan berdasarkan penggunaan tanah, yaitu wilayah perkantoran, perdagangan, dan permukiman. Temuan dari penelitian ini ialah bahwa karakteristik lokasi sekolah dan karakteristik remaja baik karakteristik demografis maupun karakteristik psikografisnya mempengaruhi pemilihan lokasi hangout remaja SMAN JakartaSelatan.

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ABSTRACTHuman needs more and more diverse along with the times. Life style pattern of modern population, especially in teenagers gradually dominate by needing of recognition and self-actualization. Development of life style is increasing along with the development of entertainment venues for hangout. Hangout activities which done by teenagers is showing that there are activities which done in spatial. The difference of location school characteristic and the difference of teenagers characteristic which consists of demography and psychographic has possibility difference in choosing of site location hangout. This research is used descriptive data analysis and spatial approach. Research area includes three characteristics of Senior High School (SMA) location in South Jakarta based on land use, area office, commercial, and residential. The result of this research is characteristics of location school and characteristics of teenagers both demography and psychographic influence for choosing site location hangout teenagers SMAN in South Jakarta., Human needs more and more diverse along with the times. Life style pattern ofmodern population, especially in teenagers gradually dominate by needing ofrecognition and self-actualization. Development of life style is increasing along withthe development of entertainment venues for hangout. Hangout activities which doneby teenagers is showing that there are activities which done in spatial. The differenceof location school characteristic and the difference of teenagers characteristic whichconsists of demography and psychographic has possibility difference in choosing ofsite location hangout. This research is used descriptive data analysis and spatialapproach. Research area includes three characteristics of Senior High School (SMA)location in South Jakarta based on land use, area office, commercial, and residential.The result of this research is characteristics of location school and characteristics ofteenagers both demography and psychographic influence for choosing site locationhangout teenagers SMAN in South Jakarta.]"

"Latar belakang dan Situasi Perusahaan Freebees Indonesia (@freebes.id) adalah unit bisnis B2B berbasis komunitas yang memiliki beragam produk layanan bagi klien atau perusahaan merek serta program bagi anggota komunitasnya. Produk Freebees untuk klien, yaitu 1) Coba Review Produk, 2) Ramaikan Event, 3) Ramaikan Toko, dan 4) Bantu Riset Kamu. Sementara, Freebees memiliki program giveaway bulanan yang dilaksanakan di Instagram bagi anggota komunitas. Freebees beroperasi di platform digital, utamanya di Instagram (38.100 followers), berdasarkan jumlah followers yang dimiliki. Program giveaway bulanan adalah salah satu strategi Freebees dalam menggaet audiens secara masif di Instagram dan menarik mereka bergabung ke dalam komunitasnya. Program giveaway bulanan menyebabkan audiens Freebees di Instagram hanya berfokus pada konten insentif dan acuh pada pilar konten lainnya. Hal ini ditandai dengan rendahnya performa interaksi (engagement) pada pilar konten di luar dari konten giveaway, sehingga mempersulit Freebees dalam mengevaluasi dan menyajikan pilar konten yang relevan dengan karakteristik audiensnya. Sementara, Freebees belum memiliki basis data deskriptif terkait audiensnya di Instagram di luar dari kategori demografis.Permasalahan Freebees belum mengidentifikasi dan memahami karakteristik audiensnya dari sisi personal, seperti perilaku dan preferensi dalam menggunakan media sosial. Tujuan Penelitian Terapan Program segmentasi audiens untuk mengidentifikasi dan memahami karakteristik psikografis (perilaku, preferensi, d.s.b.) audiens dalam menggunakan Instagram sebagai acuan untuk menentukan target potensial dan mengelola kegiatan komunikasi dan pemasaran Freebees di Instagram. Metode Penelitian Analisis kluster (Cluster Analysis) menggunakan metode non-hierarkis, yaitu K-Means dengan nilai k kluster optimal k=2. Hasil Penelitian Didapatkan dua segmen utama pada audiens akun Instagram @freebees.id berdasarkan variabel psikografis, yaitu: 1. Cluster 1 atau Casual Social Scrollers, yaitu kluster dengan audiens yang memiliki perilaku cenderung pasif di media sosial, minim potensi untuk menjadi influencers, dan menggunakan media sosial atas motivasi personal dan sosial. 2. Cluster 2 atau Active Social Entrepreneurs, yaitu kluster dengan audiens yang memiliki perilaku cenderung aktif di media sosial, menyukai konten informatif dan relasional, potensial menjadi influencers, serta menggunakan media sosial tidak hanya untuk kebutuhan personal, namun juga komersial. Rancangan Strategi Pemasaran di Instagram Strategi yang dipilih ditujukkan (targeting) untuk menjangkau dan menarik keterlibatan segmen audiens potensial, yaitu Cluster 2 atau Active Social Entrepreneurs. Strategi pemasaran media sosial yang (Social Media Marketing Strategic Actions atau SMMA) digunakan di antaranya:1.Promotion Process (Instagram Ads)2.Key Influencers/Social Media Influencers3.Promotion Process (Optimalisasi Pilar Konten Instagram)4.Participatory Promotion (Giveaway atau Kontes)5.Customer Support (Umpan Balik atau Testimoni Audiens)6.Market Intelligence (Evaluasi/Laporan Media Sosial)

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Background and Company Situation Freebees Indonesia (@freebes.id) is a B2B community-based business unit that offers various service products for clients and brand companies, as well as programs for its community members. Freebees’ services for clients include: 1) Coba Review Produk (Product Reviews), 2) Ramaikan Event (Event Engagement), 3) Ramaikan Toko (Store Activation), and 4) Bantu Riset Kamu (Support Your Research). Additionally, Freebees conducts a monthly giveaway program on Instagram for its community members. Freebees operates primarily on digital platforms, especially Instagram, where it has 38.100 followers. The monthly giveaway program is one of Freebees’ strategies to massively attract audiences on Instagram and encourage them to join its community. The monthly giveaway program has led Freebees’ Instagram audience to focus solely on incentive content, neglecting other content pillars. This is shown by the low engagement performance on content pillars outside of giveaways, making it difficult for Freebees to evaluate and present content in Instagram. Problem/Issue Freebees has not yet identified and comprehends the personal characteristics of its audience, such as behaviors and preferences in using social media. Applied Research Goal To segment the audience in order to identify and understand psychographic characteristics (behaviors, preferences, etc.) of Instagram users, as a basis for determining potential targets and managing communication and marketing activities for Freebees on Instagram. Research Method Cluster analysis using non-hierarchical K-Means method with an optimal cluster value of k=2. Research Findings Two main segment were identified among @freebees.id Instagram followers based on psychographic variables used:

1. Cluster 1 (Casual Social Scrollers), audience segment characterized by passive social media usage, minimal potential for becoming influencers, and use social media for personal and social needs (motivations 2. Cluster 2 (Active Social Entrepreneurs), audience segment characterized by active social media usage, preference for informative and relational content, potential for becoming influencers, and use social media for both personal and commercial purposes. Instagram Marketing Strategy Design The chosen strategy focuses on targeting and engaging potential audience segment, Cluster 2 (Active Social Entrepreneurs). Social Media Marketing Strategic Actions (SMMA) include:

1.Promotion Process (Instagram Ads)

2.Key Influencers/Social Media Influencers

3.Promotion Process (Optimizing Instagram Content Pillars)

4.Participatory Promotion (Giveaway or Contest)

5.Customer Support (Audience Feedback)

6.Market Intelligence (Social Media Report)

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