ANALISIS SEGMEN PASAR DAN PERILAKU NASABAH TERHADAP BANK SYARIAH DI WILAYAH DKI JAKARTA
Abstract: The purpose of this
research is for identifying market segment and customer behavior toward Islamic
Banking and its marketing implications in all regions of DKI Jakarta. The
research was conducted on August – October 2008 in East, West, North, South and
Central of Jakarta. The survey was conducted by doing face to face interview
and questionaires distribution to 120 proportional responden. The analytical
tools applied are analysis of cluster, factor & descriptive and using SPSS
version 11.5 as the statistic’s tool. The result of this research for
segmentation aspect showed the characteristics and size of each market segment
of Islamic banks. The market segment consists of syariah loyalist, floating
mass and conventional loyalist. From this research, floating mass segment has
been showed that this segment is the most potential segment among others in DKI
Jakarta regions due to it has the largest target market compared to syariah
loyalist and conventional loyalist segments. However responden with Islam as
their religion are still priority target market for Islamic banks since
floating mass responden have been collected from Islamic’s responden dominantly
with employees and entrepreneurs as the occupations. Further, market segment will be analyzed in
relation with customers’ category, region of geography, religion and
occupation. In customer behavior side, customers preferences and information
resources toward Islamic banks will be the important factors which could
influence customers behavior when choosing Islamic banks. The four factors
influence customers in choosing Islamic banks are building physical’s appearance, ATM network,
variety of products and profit rate. Both results of market segmentation and
consumer behavior toward Islamic Banking are important factors for Islamic
Banking in formulating marketing strategy.
Penulis: RR. Kathrin Irviana,
Rita Nurmalina, Arif Imam Suroso
Kode Jurnal: jpmanajemendd080078
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