ANALISIS PREFERENSI KONSUMEN SEBAGAI DASAR PENENTUAN SEGMENTASI DI PERBANKAN SYARIAH (Studi Kasus PT Bank Muamalat Indonesia Cabang Solo)
Abstract
Abstract
The objectives of this research are to analysis the preference of consumer on the syariah bank as base of segmentation and how the segmentation strategy is applied. There are three analysis for segmentation analysis: factor analysis, cluster analysis, and profiling analysis. The result of this research are by the factor analysis, there are six factors (location, park, funding, saving, motivation, and services), by cluster analysis, there are three cluster (location, benefit of product, and motivation), by profiling analysis, there are three segmentation area (geographic, psychographic, and behavioral).
Keywords: Segmentation, cluster analysis, geographic segmentation, psychographic segmentation, behavioral segmentation
Downloads
Published
Issue
Section
License
Authors who publish this journal agree to the following terms:
- Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution License that allows others to share the work with an acknowledgement of the work's authorship and initial publication in this journal.
- Authors can separately make additional contractual arrangements for non-exclusive distribution published by the journal (e.g., publish it in a book), with an acknowledgement of its initial publication in this journal.
- Authors are allowed and encouraged to send their work via online (e.g., in the institutional repositories or their website) after published by the journal.
