ANALISIS PENERAPAN STRATEGI SEGMENTING, TARGETING DAN POSITIONING TERHADAP TABUNGAN HAJI PADA BANK TABUNGAN NEGARA SYARIAH KC BEKASI

Halim, Fajriyah Salsabila (2022) ANALISIS PENERAPAN STRATEGI SEGMENTING, TARGETING DAN POSITIONING TERHADAP TABUNGAN HAJI PADA BANK TABUNGAN NEGARA SYARIAH KC BEKASI. Sarjana (S1) thesis, Universitas Islam "45" Bekasi.

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Abstract

This study discusses the analysis of the implementation of segmenting, targeting and positioning strategies for Hajj Savings at Bank BTN Syariah. The method used in this study is qualitative with a phenomenological approach, the data collected in this study are in the form of words, sentences or pictures that describe the actual situation. The author collects data through observation, interviews, focus group discussions (FGD), and documentation to facilitate the research process. The results of this study indicate that the segmenting strategy applied to Tabungan Haji is geographic segmentation and demographic segmentation. The targeting strategy applied to Hajj Savings is using the Concentrated Market approach. The positioning strategy applied to Tabungan Haji is positioning products based on attributes, product users as well as price and quality. The obstacles faced in implementing the segmenting, targeting and positioning strategy on Hajj Savings are the presence of internal factors, including: lack of competent human resources, lack of public understanding and competition from other banks, while external factors are the covid-19 outbreak. As for the solution in dealing with obstacles, namely conducting training to employees related to the system and conducting socialization using promotions both through online and print media. Keywords: STP Strategy, Hajj Savings, Sharia Bank

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