International Journal of Advanced Research in Social Studies
Vol. 1 No. 2 (2022): International Journal of Advanced Research in Social Studies

The Influence of Market Segmentation on the Selection of Services at Bank Syariah Indonesia: A Case Study of Palembang City

alysha chika yuri (Unknown)
yusleli herawati (Unknown)
muhammad yusuf (Unknown)

Article Info

Publish Date
30 Dec 2022

Abstract

This study was conducted to analyze the influence of market segmentation on service selection at Bank Syariah Indonesia (BSI) in Palembang City. A quantitative approach was used through data collection using questionnaires distributed to potential customers. Segmentation criteria included demographic and psychographic variables. Multiple regression analysis was applied to identify significant factors influencing potential customers' service selection. The results showed that demographic factors such as age and income, as well as psychographic aspects such as lifestyle and social class, significantly influenced banking service selection. These findings suggest that BSI can improve its marketing strategy by focusing on targeted market segments to better meet the needs of potential customers in Palembang.

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Journal Info
International Journal of Advanced Research in Social Studies
Website

Abbrev

ijarss

Publisher

Politeknik Negeri Sriwijaya

Subject

Humanities Economics, Econometrics & Finance Languange, Linguistic, Communication & Media Social Sciences

Description

International Journal of Advanced Research in Social Studies (IJARRS) is an international peer-reviewed open access journal in the field of social studies and published twice a year (April and October) by Department of Business Administration, Politeknik Negeri Sriwijaya, Indonesia. This journal is ...