Pengaruh Segmentasi Pasar Terhadap Peningkatan Nasabah PT. Bank SulutGo Cabang Utama Manado

Authors

  • Sofie C. Takaliuang Program Studi Administrasi Bisnis, Fakultas Ilmu Sosial dan Politik, Universitas Sam Ratulangi
  • Tinneke M. Tumbel Program Studi Administrasi Bisnis, Fakultas Ilmu Sosial dan Politik, Universitas Sam Ratulangi
  • Danny S. Mukuan Program Studi Administrasi Bisnis, Fakultas Ilmu Sosial dan Politik, Universitas Sam Ratulangi

DOI:

https://doi.org/10.35797/ejp.v1i1.28898

Abstract

The purpose of this study was conducted to determine the Effect of Market Segmentation on Increasing Customers of PT. Bank SulutGo Main Branch - Manado. This research is associative quantitative research using questionnaires, interviews, and library research techniques. The population in this study are the customers of PT. Bank SulutGo, and a sample of 100 customers using accidental sampling techniques. Data analysis techniques used were validity, reliability, t-test hypotheses, simple linear regression analysis, and coefficient of determination analysis. The results of the t-test study showed that there was a partially significant effect between Market Segmentation to Customer Improvement. Furthermore, the results of simple regression analysis revealed that the coefficient value had a high value and Market Segmentation had a positive effect on Customer Improvement. And the last result of the analysis of the coefficient of determination ()  shows the Adjusted R Square value of 0.524 which means that 52.4% of the Customer Increase is influenced by Market Segmentation.

References

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Published

2020-06-12

How to Cite

Takaliuang, S. C., Tumbel, T. M., & Mukuan, D. S. (2020). Pengaruh Segmentasi Pasar Terhadap Peningkatan Nasabah PT. Bank SulutGo Cabang Utama Manado. Productivity, 1(1), 95–100. https://doi.org/10.35797/ejp.v1i1.28898

Issue

Vol. 1 No. 1 (2020)

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Articles

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