The Segmentation Bases of the Islamic Banks in Indonesia: A Qualitative Analysis
The market shares of several Muslim majority countries' Islamic banks have remained low (e.g., Malaysia, Turkey, and Indonesia) despite many Muslims. Targeted marketing can be an effective strategy to target potential customers, increase the market share, and ultimately Bank's revenue. Thi...
| Main Authors: | , , , , |
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| Format: | Article |
| Language: | Arabic |
| Published: |
STAIN Kudus
2021-06-01
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| Series: | Equilibrium: Jurnal Ekonomi Syariah |
| Subjects: | |
| Online Access: | https://journal.iainkudus.ac.id/index.php/equilibrium/article/view/10461 |
| _version_ | 1818752422198116352 |
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| author | Gita Gayatri Sri Rahayu Hijrah Hati Hapsari Setyowardhani Sri Daryanti Kenny Devita Indraswari |
| author_facet | Gita Gayatri Sri Rahayu Hijrah Hati Hapsari Setyowardhani Sri Daryanti Kenny Devita Indraswari |
| author_sort | Gita Gayatri |
| collection | DOAJ |
| description | The market shares of several Muslim majority countries' Islamic banks have remained low (e.g., Malaysia, Turkey, and Indonesia) despite many Muslims. Targeted marketing can be an effective strategy to target potential customers, increase the market share, and ultimately Bank's revenue. This study firstly aims to explore potential segmentation bases for the customers of the Islamic Bank and the impact of segmentation analysis on the targeting and positioning of the Islamic Bank. This study applied an exploratory, qualitative research design. The data were collected via in-depth interviews with 30 Muslim participants using purposive sampling. The data were analyzed using inductive content analysis to find the emerged themes. The result shows that the psychographic segmentation would be more plausible to be used by the Islamic Bank than the demographic segmentation. Based on this finding, Islamic banks should consider using psychographic segmentation to target their markets. |
| first_indexed | 2024-12-18T04:51:12Z |
| format | Article |
| id | doaj.art-6c987082028f47e6a619fc82202bae63 |
| institution | Directory Open Access Journal |
| issn | 2355-0228 2502-8316 |
| language | Arabic |
| last_indexed | 2024-12-18T04:51:12Z |
| publishDate | 2021-06-01 |
| publisher | STAIN Kudus |
| record_format | Article |
| series | Equilibrium: Jurnal Ekonomi Syariah |
| spelling | doaj.art-6c987082028f47e6a619fc82202bae632022-12-21T21:20:25ZaraSTAIN KudusEquilibrium: Jurnal Ekonomi Syariah2355-02282502-83162021-06-01919913410.21043/equilibrium.v9i1.104614633The Segmentation Bases of the Islamic Banks in Indonesia: A Qualitative AnalysisGita Gayatri0Sri Rahayu Hijrah Hati1Hapsari Setyowardhani2Sri Daryanti3Kenny Devita Indraswari4Universitas Indonesia (UI)Universitas Indonesia (UI)Universitas Indonesia (UI)Universitas Indonesia (UI)Universitas Indonesia (UI)The market shares of several Muslim majority countries' Islamic banks have remained low (e.g., Malaysia, Turkey, and Indonesia) despite many Muslims. Targeted marketing can be an effective strategy to target potential customers, increase the market share, and ultimately Bank's revenue. This study firstly aims to explore potential segmentation bases for the customers of the Islamic Bank and the impact of segmentation analysis on the targeting and positioning of the Islamic Bank. This study applied an exploratory, qualitative research design. The data were collected via in-depth interviews with 30 Muslim participants using purposive sampling. The data were analyzed using inductive content analysis to find the emerged themes. The result shows that the psychographic segmentation would be more plausible to be used by the Islamic Bank than the demographic segmentation. Based on this finding, Islamic banks should consider using psychographic segmentation to target their markets.https://journal.iainkudus.ac.id/index.php/equilibrium/article/view/10461islamic banksegmentationdemographicpsychographic |
| spellingShingle | Gita Gayatri Sri Rahayu Hijrah Hati Hapsari Setyowardhani Sri Daryanti Kenny Devita Indraswari The Segmentation Bases of the Islamic Banks in Indonesia: A Qualitative Analysis Equilibrium: Jurnal Ekonomi Syariah islamic bank segmentation demographic psychographic |
| title | The Segmentation Bases of the Islamic Banks in Indonesia: A Qualitative Analysis |
| title_full | The Segmentation Bases of the Islamic Banks in Indonesia: A Qualitative Analysis |
| title_fullStr | The Segmentation Bases of the Islamic Banks in Indonesia: A Qualitative Analysis |
| title_full_unstemmed | The Segmentation Bases of the Islamic Banks in Indonesia: A Qualitative Analysis |
| title_short | The Segmentation Bases of the Islamic Banks in Indonesia: A Qualitative Analysis |
| title_sort | segmentation bases of the islamic banks in indonesia a qualitative analysis |
| topic | islamic bank segmentation demographic psychographic |
| url | https://journal.iainkudus.ac.id/index.php/equilibrium/article/view/10461 |
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