ANALISIS SEGMENTASI PENENTUAN TARGET DAN POSISI PASAR PADA PRODUK PEMBIAYAAN DENGAN AKAD RAHN DI BMT HIDAYAH UMAT
NUR ROHIMA, ZULFAHRI
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This study aims to describe the segmentation, target determination and market position used by BMT Hidayah Umat on its financing products with the Rahn’s agreement. This research is a field research using descriptive qualitative approach. Researcher used participatory observation, interviews, documentation and questionnaires in collecting the data which were then analyzed according to what happened and found during the research process. Key informants in this study were the manager and marketing staff of BMT Hidayah Umat. The results of this study are, first, the segmentation used by BMT Hidayah Umat is an adult male, Moslem and married who works as a private employee with monthly income of Rp. 1,500,000 to Rp. 2,000,000 and originating and domiciled in the City of Yogyakarta. The market segment has a lifestyle of middle class social who in using financing products with the Rahn contract do not have a specific reason for the use of the product. Secondly, the target market used by BMT Hidayah Umat can be said to be not optimal because it has not fulfilled four indicators that indicate an optimal target market and BMT Hidayah Umat uses only two positioning which are based on the usage and benefits from seven market positioning.