Vol. 5, No.3, March 2024 E-ISSN: 2723-6692 P-ISSN: 2723-6595 http://jiss.publikasiindonesia.id/ Jurnal Indonesia Sosial Sains, Vol. 5, No.3, March 2024 441 Segmentation Analysis Using K-Means Clustering Model with SPSS Case Study of Backpacker Jakarta Community Members Asti Apriani, Jerry Heikal Universitas Bakrie, Indonesia Email : astiapriani.asmir@gmail.com, jerry.heikal@bakrie.ac.id Correspondence: astiapriani.asmir@gmail.com * KEYWORDS ABSTRACT Travel, Backpacker, K- means Clustering, Marketing Mix, 8P’s The development of the world of tourism is currently experiencing high growth. With repairs and increasing the quality of tourist spots, it has succeeded in encouraging and increasing public interest in visiting. Traveling at this time has also been carried out in various ways both by individuals and groups. One of the quite existing tourist groups in Jakarta is the Backpacker Jakarta Community (BPJ), which offers low- cost travel packages with the Backpacker pattern. In this study, the authors conducted a survey of BPJ’s members/members by distributing questionnaires containing personal data and also regarding the interest of the members in the trips or trips they had participated in so far. From this process the researcher obtained feedback and analyzed the answers from 96 respondents, using the clustering method with K-means clustering analysis, and then determined 7 clusters to get an overview of the variations in the interest of BPJ’s members. Of the 7 clusters, the researcher chose one of the potential clusters to develop travel tour package products, namely BPJ’s Member Mountaineering Lover Cluster which contains quite young groups between 22- 35 years old. Furthermore, the researcher determines the Value Proposition of the cluster to determine the strategic steps for the marketing mix strategy with the 8P. Attribution-ShareAlike 4.0 International (CC BY-SA 4.0) 1. Introduction Interest in tourism is currently increasing, this can be caused by the entry of the post-pandemic era where people during the pandemic did not get the opportunity to travel freely for the sake of vacations and tours (Parmawati, Hardyansah, Pangestuti, & Hakim, 2022); (Nikmah, 2022). There are more and more varied ways for individuals and groups of people to travel, from those who like to travel using comfortable transportation and high-class facilities, to those who travel only on rides from public transportation modes to allocating funds (budgeting) (Hermansyah, Hamdan, Sidik, &