Analisis Segmentasi Pasar pada Perusahaan Jasa Konsultan: Studi Kasus CV Patra Pandawa Palembang
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Abstract
Segmentasi pasar tenaga kerja pada perusahaan jasa konsultan memiliki peran penting dalam memahami dinamika produktivitas dan distribusi pendapatan tenaga kerja. Penelitian ini bertujuan menganalisis pola segmentasi pasar pada CV Patra Pandawa di Palembang serta menilai hubungan faktor demografis—usia, jenis kelamin, pendidikan, dan status pendapatan formal maupun informal—dengan pendapatan per kapita tenaga kerja. Pendekatan yang digunakan adalah kuantitatif deskriptif dengan pengumpulan data primer melalui kuesioner, sementara pemilihan responden dilakukan menggunakan teknik purposive sampling. Analisis data meliputi tabulasi silang untuk menggambarkan distribusi antarvariabel serta uji Chi-Square untuk menguji hubungan demografi dan pendapatan. Hasil penelitian menunjukkan bahwa seluruh variabel demografis tidak memiliki hubungan signifikan terhadap pendapatan per kapita, ditunjukkan oleh nilai signifikansi uji Chi-Square di atas 0,05. Namun, pola crosstab mengungkap kecenderungan bahwa tenaga kerja usia 26–35 tahun dan lulusan S1 memiliki distribusi pendapatan lebih baik dibanding kelompok lainnya. Penelitian ini menegaskan bahwa perbedaan pendapatan lebih ditentukan oleh kualitas sumber daya manusia dan pengalaman kerja. Temuan ini penting sebagai dasar perumusan strategi peningkatan kompetensi dan pemerataan peluang kerja dalam perusahaan.)
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