Pengaruh Segmentasi Pasar Terhadap Peningkatan Nasabah PT. Bank SulutGo Cabang Utama Manado

Sofie C. Takaliuang (Program Studi Administrasi Bisnis, Fakultas Ilmu Sosial dan Politik, Universitas Sam Ratulangi)
Tinneke M. Tumbel (Program Studi Administrasi Bisnis, Fakultas Ilmu Sosial dan Politik, Universitas Sam Ratulangi)
Danny S. Mukuan (Program Studi Administrasi Bisnis, Fakultas Ilmu Sosial dan Politik, Universitas Sam Ratulangi)

Productivity
Vol 1 No 1 (2020)

The purpose of this study was conducted to determine the Effect of Market Segmentation on Increasing Customers of PT. Bank SulutGo Main Branch - Manado. This research is associative quantitative research using questionnaires, interviews, and library research techniques. The population in this study are the customers of PT. Bank SulutGo, and a sample of 100 customers using accidental sampling techniques. Data analysis techniques used were validity, reliability, t-test hypotheses, simple linear regression analysis, and coefficient of determination analysis. The results of the t-test study showed that there was a partially significant effect between Market Segmentation to Customer Improvement. Furthermore, the results of simple regression analysis revealed that the coefficient value had a high value and Market Segmentation had a positive effect on Customer Improvement. And the last result of the analysis of the coefficient of determination ()  shows the Adjusted R Square value of 0.524 which means that 52.4% of the Customer Increase is influenced by Market Segmentation.