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All Journal Jurnal Ilmiah Manajemen Kesatuan Jurnal Manajemen Pemasaran dan Perilaku Konsumen
Amanda, Fistarika Della
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

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Market Segmentation Analysis Based on Demographic and Psychographic Factors of Potential Customers in The Sucean Bag Business Amanda, Fistarika Della; Nurmasari, Nuraini Desty
Jurnal Manajemen Pemasaran dan Perilaku Konsumen Vol. 4 No. 3 (2025)
Publisher : Fakultas Ekonomi dan Bisnis Universitas Brawijaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21776/jmppk.2025.04.3.16

Abstract

In the era of globalization and increasingly fierce business competition, a deep understanding of market segmentation is a key element in designing effective marketing strategies. This study delves into how demographic and psychographic factors of potential customers can be leveraged to enhance the competitive edge of the SUCEAN bag business. Utilizing quantitative methods and cluster analysis, this research aims to identify customer characteristics that can serve as a basis for grouping homogeneous market segments. This is expected to aid SUCEAN in formulating more targeted and effective marketing strategies, thereby increasing sales and overall business growth. The research findings reveal significant differences in consumer preferences and behaviors based on demographic variables such as age, gender, education, and income. Meanwhile, psychographic factors like lifestyle, personal values, and personality also play a crucial role in purchasing decisions. By understanding the combination of these factors, SUCEAN can develop more efficient and effective marketing strategies. These strategies include selecting appropriate promotional media, offering products that meet the needs and desires of specific market segments, and developing marketing campaigns that resonate with customer values.
The Influence of Perceived Value and Ease of Use on Brand Loyalty: The Mediating Effect of User Satisfaction Amanda, Fistarika Della; Astrid Puspaningrum; Ikhtiara Kaideni Isharina
Jurnal Ilmiah Manajemen Kesatuan Vol. 13 No. 6 (2025): JIMKES Edisi November 2025
Publisher : LPPM Institut Bisnis dan Informatika Kesatuan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37641/jimkes.v13i6.4045

Abstract

The rapid evolution of digital banking in Indonesia has intensified competition between purely digital banks and conventional banks embracing digitalization. In this landscape, brand loyalty has emerged as a crucial factor for ensuring business sustainability. This study aims to investigate the impact of perceived value and ease of use on brand loyalty, with user satisfaction serving as a mediating variable, focusing on customers.  A quantitative research design was applied using survey data from 213 respondents in Surabaya and Malang, collected through purposive sampling. Data analysis was conducted using Structural Equation Modeling with the Partial Least Squares (SEM-PLS) method via SmartPLS 4.0. The findings reveal that perceived value significantly and positively influences both user satisfaction and brand loyalty. Conversely, ease of use shows a significant negative relationship with brand loyalty and has no significant impact on user satisfaction. Moreover, user satisfaction positively affects brand loyalty and mediates the link between perceived value and brand loyalty, but not between ease of use and brand loyalty. The results suggest that customer loyalty in digital banking is primarily driven by perceived value and satisfaction rather than by ease of use alone.
Co-Authors Astrid Puspaningrum Ikhtiara Kaideni Isharina Nurmasari, Nuraini Desty