ANALISIS PREFERENSI KONSUMEN SEBAGAI DASAR PENENTUAN SEGMENTASI DI PERBANKAN SYARIAH (Studi Kasus PT Bank Muamalat Indonesia Cabang Solo)
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
Penulis: Heru Purnomo, Haryanto
Kode Jurnal: jpmanajemendd100134
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