P PT Kenari Maju is one of producer of product of man sandals with the brand Keeker. At this time PT Kenari Maju in the market of man sandals product that are competing very tight. Various brand of man sandals product like : Bata, Carvil, Rindi, Homepad, New Era, Bucheeri, and others partake to enliven the market so that company as market supplier require to apply the right marketing strategy so it can be satisfied their consumer and/ace all its competitor in the same business. The pwpose of the Thesis target is to know the factors that was considered by consumer in doing order or purchasing to product of man of sandals Keeker; knowing segment from consumer of generally pursuant to existing attribute; determining goals of market of man of sandals Keeker according to result of segmentation and formed consumer characteristic; knowing position , excellence and weakness PT Kenari Maju compared to all its competitors; and also give the right marketing strategy proposal for PT Kenari Maju.Research done early by propagating preface questioner to know the competitor,behavioral qf consumer, and important attributes by consumer and become its consideration in purchasing of man sandals. Then it was done spreading research questioner that have been pretest beforehand Sample handling use the method of Judgement Sampling with the questioner amount as much 100 people. Question in this questioner has the purpose to identify the responder groups, segment relation with the identify of responder and consumer behavior, and also to identify the position of brand of man sandals compared to a considered attribute. Responder identify, brand awareness, and consumer behavior known by frequency and percentage. Meanwhile, segmentation formed by using K-Means Cluster and Crosstabs. Segmentation formed of a attribute, behavioral and consumer identity.Based on the data processing result, resulted that the most preferable male sandal\'s brand is Bata sandal (35%) while for Keeker (29%) placed on the second rank. Attributes which are prioritized by the customers in the college students community, the most dominant are: quality, price, model, location, image, and advertisement. Based on the attribute cluster analysis which was differentiating inter segment are image and location. 1st segment is prioritizing the image than the 2nd segment. While the 2nd segmen t is prioritizing the location than the 1st and 3rd segment. However, generally, the three segments which formed are placing the quality, model and price as the most critical attributes.The market target of Keeker brand was selected is the biggest segment which is the 1st segment, even though in that segment, was lead by the Bata brand, which prioritizing the image attribute. In the brand association, Keeker still left far behind inthe image, location and price attributes. Even though, other attributes such as model, quality, and price perceived quite competitive with other brands. Therefore, the marketing strategy that should be implemented with the market penetration is by implementing a promotion.