Abstract
The development of sharia banking industry in Indonesia is quite rapidly in the last one decade. The sharia banks in nowadays just use the differentiation strategy, which is free from riba to compete with conventional banks. The method which is used in this research is quantitative method. While the research data is found by giving questioner to 50 respondents, they are customer of Muamalat Bank branch Solo To be able to compete in inter-bank sharia, they need to have appropriate segmentation strategy. Benefit segmentation including in the unobservable product specific based which can not be observed is a potential segmentation method which can be used by sharia banks, beside demographic segmentation including in observable general based product. This research tries to do the benefit and demographic segmentation benefit for sharia bank customers, and the research also searches the relationship between demographic variables and the benefit variable. This study uses chi square test,and cluster analysis to find out the relationship between the two variables. Keyword : segmentation, demographic segmentation, benefit segmentation, sharia banking.
Highlights
To be able to compete in inter-bank sharia, they need to have appropriate segmentation strategy
Benefit segmentation including in the unobservable product specific based which can not be observed is a potential segmentation method which can be used by sharia banks, beside demographic segmentation including in observable general based product
This research tries to do the benefit and demographic segmentation benefit for sharia bank customers, and the research searches the relationship between demographic variables and the benefit variable
Summary
Hal ini sangat tergantung pada penawaran organisasi dalam memenuhi kebutuhan dan keinginan pasar tersebut serta menentukan harga, mengadakan komunikasi dan distribusi yang efektif untuk memberitahu, mendorong serta melayani pasar’’ (Swastha, 200: 7). Terdapat tiga alternatif bagi perusahaan dalam persolan ini yaitu apakah perusahaan akan menggunakan pendekatan pemasaran yang terdiferensiasi (dengan pembedaan), pendekatan pemasaran yang tidak terdiferensiasi (tanpa perbedaan), atau menggunakan pemasaran yang terkonsentrasi. A. Pendekatan pemasaran yang terdiferensiasi atau dengan pembedaan (a differntiated marketing approach),yaitu perusahaan mengidentifikasi beberapa segmen dalam pasarnya dan menerapkan bauran pemasaran (marketing mix) yang berbeda bagi setiap segmen tersebut. C. Pemasaran yang terkonsentrasi (a concentrated marketing approach), Artinya meskipun pasar dalam beberapa segmen, perusahaan menetapkan suatu bauran pemasaran yang sama bagi setiap segmen yang ada. Dalam melaukukan segmentasi setidaknya ada lima manfaat yang dapat diperoleh, yaitu: 1) Mendesain jasa yang lebih responsif terhadap kebutuhan pasar. 2) Menganalisis pasar. 3) Menemukan peluang. 4) Menguasai posisi yang superior (unggul) dan kompetiif. 5) Menentukan strategi komunikasi yang efektif dan efisien
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