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All Journal EQUILIBRIUM The South East Asian Journal of Management ASEAN Marketing Journal
Daryanti, Sri
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Economics, Econometrics & Finance Social Sciences

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The Segmentation Bases of the Islamic Banks in Indonesia: A Qualitative Analysis Gayatri, Gita; Hati, Sri Rahayu Hijrah; Setyowardhani, Hapsari; Daryanti, Sri; Indraswari, Kenny Devita
EQUILIBRIUM Vol 9, No 1 (2021): EQUILIBRIUM
Publisher : Prodi Ekonomi Syariah Pascasarjana IAIN Kudus

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21043/equilibrium.v9i1.10461

Abstract

The market shares of several Muslim majority countries' Islamic banks have remained low (e.g., Malaysia, Turkey, and Indonesia) despite many Muslims. Targeted marketing can be an effective strategy to target potential customers, increase the market share, and ultimately Bank's revenue. This study firstly aims to explore potential segmentation bases for the customers of the Islamic Bank and the impact of segmentation analysis on the targeting and positioning of the Islamic Bank. This study applied an exploratory, qualitative research design. The data were collected via in-depth interviews with 30 Muslim participants using purposive sampling. The data were analyzed using inductive content analysis to find the emerged themes. The result shows that the psychographic segmentation would be more plausible to be used by the Islamic Bank than the demographic segmentation. Based on this finding, Islamic banks should consider using psychographic segmentation to target their markets.
Segmentation of Mobile Internet Users in The Indonesian Context: Insight for Mobile Internet Product Development Management Daryanti, Sri; Simanjuntak, Kristina Uli
The South East Asian Journal of Management Vol. 10, No. 1
Publisher : UI Scholars Hub

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Abstract

This study strives to identify the market segment for mobile Internet based on demographic characteristics and technology usage behavior attributes. Market segment analysis is one of the most important factors for target market identification of products or services. Segmentation analysis is also very crucial to the success of product development management to ensure that products reach their potential customers or their target market effectively with the right marketing strategies, thereby ensuring peak profitability. In this segmentation research project, data were collected through a paper-based survey using nonprobability sampling among 232 respondents. Based on cluster analysis, the mobile Internet segment in Indonesia can be divided into four groups: savvy users (35.8%), loyal users (27.6%), value users (27.6%) and traditional users (9.9%). The study found that factors which clearly differentiate mobile Internet segments are: mobile data usage during web browsing, communication activity including social media activity, game activity, and price sensitivity.
Performance Evaluation of Public Services: A Development of Public Services Quality Measurement and Customer Satisfaction Model on Three Cities in Java Gayatri, Gita; Astuti, Rifelly Dewi; Martdianty, Fanny; Daryanti, Sri
ASEAN Marketing Journal Vol. 1, No. 2
Publisher : UI Scholars Hub

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Abstract

Decentralization in Indonesia was meant to aid in the shifting of power from the central government to local governments, with the main aim to increase public services towards a more expeditious, efficient, flexible, and high quality of services, changing the paradigm from a ‘served bureaucracy’ towards a ‘bureaucracy that serves’. This research will evaluate: first, the perception of public service consumers towards the quality of public/government services, second, the perceived value received from public services, as well as third, the measurement of their satisfaction level resulting from the quality of services delivered by local governments at city level in the three areas of the Java Island. The research will use triangulation methods: qualitative research will be conducted using focus group discussions whereas quantitative research will be conducted using surveys.The findings are: first, the ten dimensions of service quality for the public sector -i.e. tangibility, reliability, responsiveness, credibility, competence, understanding customers, access, security, communication, and courtesy- were all proven to form the service quality construct in the public service quality. Moreover the proposed model that depicts the relationship between public service quality, perceived value and satisfaction was also confirmed; hence provide an evaluation tool for public services in city level.
Corporate Social Responsibility and Poor’s Child Well Being in Developing Customer’s Loyalty PDF Mukhtar, Syahrial; Daryanti, Sri; Khairani, Khairani
ASEAN Marketing Journal Vol. 4, No. 1
Publisher : UI Scholars Hub

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Abstract

This research was conducted to analyze the contribution of Corporate Social Responsibility (CSR) perceived motives in enhancing poor children's well being and consumer loyalty. CSR strategy studied were CSR strategies implemented by two companies, Garuda Indonesia and Pertamina, which are State Owned Companies (fully or partially owned by government of Indonesia). Garuda Indonesia is a service company engaged in airline industry, and Pertamina is a non service company engaged in oil and gas industry.Using factor analysis and multiple regression, the result indicates some differences between firms CSR activities in in developing children well being and customer loyalty. This result has implication for the firm that different type of CSR activities and different industry will reflect different motives, further have different impact in children’s well being.
Co-Authors Fanny Martdianty Gita Gayatri, Gita Hapsari Setyowardhani Hati, Sri Rahayu Hijrah Indraswari, Kenny Devita Khairani Khairani Mukhtar, Syahrial Rifelly Dewi Astuti Simanjuntak, Kristina Uli