THE INFLUENCE OF SEGMENTING,TARGETING, AND POSITIONING ON CUSTOMER MOTIVATION TO CHOOSE SAVINGS HAJJ AT PT BSI KCP BANDUNG MAJALAYA

Authors

  • Yasir Muharram Fauzi Department of Islamic Banking, Faculty of Economy and Islamic Business Ma'soem University, Indonesia
  • Wahda Siti Aisyah Department of Islamic Banking, Faculty of Economy and Islamic Business Ma'soem University, Indonesia

DOI:

https://doi.org/10.37231/myjcam.2026.9.1.173

Keywords:

Segmenting, targeting and positioning strategies, Hajj saving product, and customer motivation

Abstract

Based on the results of observations and interviews, this research is motivated by the fluctuation in the number of Hajj savings customers in a particular year. The purpose of the research is to determine how the influence of segmentation, targeting, and positioning strategies on customer motivation. The research method used is associative quantitative with the research object of Hajj Savings customers. The sampling technique uses non-probability sampling purposive sampling method , with a sample size of 178 respondents from a population of 322 customers. The results of the study show that segmentation has a significant effect on customer motivation by 23% (t count 7.251 > t table 1.97362), targeting by 18% (t count 6.365 > t table 1.97362), and positioning by 26.9% (t count 8.056 > t table 1.97362). Simultaneously, segmenting, targeting, and positioning have a significant effect on customer motivation of 29.6% (F count 24.369 > F table 2.66).

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Published

2026-03-31

Issue

Vol. 9 No. 1 (2026): Malaysian Journal of Computing and Applied Mathematics

Section

Articles

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Copyright (c) 2026 Malaysian Journal of Computing and Applied Mathematics

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