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

Abstrak / Ringkasan

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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