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Analisis Segmen Pasar dan Perilaku Nasabah Bank Syariah
Mursid, Mansur Chadi Irviana, Rr. Kathrin
Mursid, Mansur Chadi
Irviana, Rr. Kathrin
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Abstract
The purpose of this research is to identify the market segment and customer behaviour toward Islamic banking and its marketing implications in all regions of DKI Jakarta. The analytical tools applied are analysis of cluster, factor and descriptive. The result of this research for segmentation aspect showed the characteristics and size of each market segment of Islamic banks. The market segment consists of syariah loyalist, floating mass and conventional loyalist. From this research, floating mass segment is the most potential segment due to its market size compared to syariah loyalist and conventional loyalist segments.
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2012-07
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With permission of the license/copyright holder