J48 and Naive Bayes Algorithm Approach for Marketing Communication Strategy Analysis and Predicting Interest of New Students

Rayung Wulan, Fit Yanuar

© 2024 Rayung Wulan, published by UIKTEN. This work is licensed under the Creative Commons Attribution-NonCommercial 4.0 International. (CC BY-NC 4.0).

Citation Information: SAR Journal. Volume 7, Issue 3, Pages 190-197, ISSN 2619-9955, https://doi.org/10.18421/SAR73-04, September 2024.

Received: 21 June 2024.
Revised:   04 September 2024.
Accepted: 10 September 2024.
Published: 27 September 2024.

Abstract:

Investment in the world of higher education is a part that supports marketing strategies in marketing efforts in higher education. In the first year of admitting new students, odd and even periods have become a trend for universities to see the enthusiasm of incoming students in selecting study programs that are trendy and in demand. The research objective is to apply the 8P marketing strategy in developing the potential readiness of universities in accepting new students. The J48 algorithm can process discrete and continuous data, and can handle missing attribute values. Naive Bayes algorithm carries out data mining classification which can be used to provide possible results that will occur in the future from the classification results. The results obtained through a series of trials showed that Naive Bayes had an accuracy rate of 75.8% and the J48 algorithm 98.0%. The marketing strategy is suitable for using the highest level of accuracy approach.

Keywords – marketing strategy, data mining, J48 algorithm, Naive Bayes, study program specialization.

                   

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