STRATEGY OF MARKET SEGMENTATION, TARGETING AND POSITIONING IN INCREASING THE NUMBER OF CUSTOMERS AT PT. BANK MUAMALAT INDONESIA Tbk KCP PANYABUNGAN

Rosdiyah Rosdiyah, Abdul Nasser Hasibuan, Azwar Hamid, Z. Matondang
{"title":"STRATEGY OF MARKET SEGMENTATION, TARGETING AND POSITIONING IN INCREASING THE NUMBER OF CUSTOMERS AT PT. BANK MUAMALAT INDONESIA Tbk KCP PANYABUNGAN","authors":"Rosdiyah Rosdiyah, Abdul Nasser Hasibuan, Azwar Hamid, Z. Matondang","doi":"10.24952/jsb.v1i2.4437","DOIUrl":null,"url":null,"abstract":"This research is motivated by the large number of people in the city of Panyabungan who are predominantly Muslim who will provide benefits for Islamic banks. Selection of the right market by using market segmentation strategies, targeting and positioning that will help PT. Bank Muamalat Indonesia Tbk KCP Panyabungan in selecting potential customers who are useful to win competition with other banks. The research methodology used is descriptive qualitative using primary data and secondary data. Primary data were obtained by collecting data through interviews and observations, while secondary data were obtained from documents of BMI KCP Panyabungan.  The research found that the marketing strategy for BMI KCP Panyabungan products was market segmentation by selecting demographic and behavioral segmentation. Then the targeting is that BMI KCP Panyabungan chooses traders, entrepreneurs and employees as the target market. Next to positioning, BMI KCP Panyabungan builds a good image by embracing Ulama and educating the public that PT. Bank Muamalat Indonesia is an Islamic bank and is free from usury and provides souvenirs containing symbols to Ulama. Meanwhile, the obstacles faced are the size of the area, other competitors.","PeriodicalId":208862,"journal":{"name":"Journal Of Sharia Banking","volume":"8 1","pages":"0"},"PeriodicalIF":0.0000,"publicationDate":"2020-12-15","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"4","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Journal Of Sharia Banking","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.24952/jsb.v1i2.4437","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"","JCRName":"","Score":null,"Total":0}
引用次数: 4

Abstract

This research is motivated by the large number of people in the city of Panyabungan who are predominantly Muslim who will provide benefits for Islamic banks. Selection of the right market by using market segmentation strategies, targeting and positioning that will help PT. Bank Muamalat Indonesia Tbk KCP Panyabungan in selecting potential customers who are useful to win competition with other banks. The research methodology used is descriptive qualitative using primary data and secondary data. Primary data were obtained by collecting data through interviews and observations, while secondary data were obtained from documents of BMI KCP Panyabungan.  The research found that the marketing strategy for BMI KCP Panyabungan products was market segmentation by selecting demographic and behavioral segmentation. Then the targeting is that BMI KCP Panyabungan chooses traders, entrepreneurs and employees as the target market. Next to positioning, BMI KCP Panyabungan builds a good image by embracing Ulama and educating the public that PT. Bank Muamalat Indonesia is an Islamic bank and is free from usury and provides souvenirs containing symbols to Ulama. Meanwhile, the obstacles faced are the size of the area, other competitors.
市场细分,目标和定位的策略,以增加客户数量在PT印尼MUAMALAT银行Tbk KCP PANYABUNGAN
这项研究的动机是在Panyabungan市有大量的人,他们主要是穆斯林,他们将为伊斯兰银行提供好处。通过使用市场细分策略,目标和定位来选择正确的市场,这将有助于PT. Bank Muamalat Indonesia Tbk KCP Panyabungan选择有用的潜在客户,以赢得与其他银行的竞争。使用的研究方法是描述性定性使用主要数据和次要数据。Primary data通过访谈和观察收集资料获得,secondary data来自BMI KCP Panyabungan的文献。研究发现,BMI KCP潘雅朋干产品的营销策略是市场细分,选择人口统计学和行为细分。然后,目标是BMI KCP Panyabungan选择贸易商、企业家和员工作为目标市场。其次是定位,BMI KCP Panyabungan通过拥抱乌拉玛建立良好的形象,教育公众PT. Bank Muamalat Indonesia是一家伊斯兰银行,没有高利贷,并向乌拉玛提供包含符号的纪念品。与此同时,面临的障碍是面积的大小,其他竞争对手。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
求助全文
约1分钟内获得全文 求助全文
来源期刊
自引率
0.00%
发文量
0
×
引用
GB/T 7714-2015
复制
MLA
复制
APA
复制
导出至
BibTeX EndNote RefMan NoteFirst NoteExpress
×
提示
您的信息不完整,为了账户安全,请先补充。
现在去补充
×
提示
您因"违规操作"
具体请查看互助需知
我知道了
×
提示
确定
请完成安全验证×
copy
已复制链接
快去分享给好友吧!
我知道了
右上角分享
点击右上角分享
0
联系我们:info@booksci.cn Book学术提供免费学术资源搜索服务,方便国内外学者检索中英文文献。致力于提供最便捷和优质的服务体验。 Copyright © 2023 布克学术 All rights reserved.
京ICP备2023020795号-1
ghs 京公网安备 11010802042870号
Book学术文献互助
Book学术文献互助群
群 号:481959085
Book学术官方微信