Segmentasi Pasar Konsumen Keripik Pisang Hijrah

Abstract

This study aims to describe and analyze the market segmentation of hijrah banana chips in the city of Medan. The analytical method uses descriptive analysis method. The sampling technique uses the census method. The data used in this study are primary and secondary data. Data collection techniques through interviews using questionnaires. The results showed: (1) Consumer market segmentation of hijrah banana chips based on demographics was dominated by female consumers by 88.54 %, aged between 15-22 years by 81.25 %, marital status by 95.83 %, number of family members between 3-5 people amounted to 56.25 %, the level of college education amounted to 81.25 %, the status of students was 70.83 %, monthly income was between < Rp. 3,000,000 at 89.58 %, expenses < Rp. 3,000,000 in the amount of 94.82 %. (2) Market segmentation of consumers of hijrah banana chips based on the geography of consumers of banana chips in Medan city that where consumers live with business locations do not influence purchasing decisions because marketing of hijrah banana chips is done online. (3) Consumer market segmentation of hijrah banana chips based on 100 % behavior states consumers of hijrah banana chips strongly recommend products for consumption, because they have permission and cleanliness of hijrah banana products. (4) Consumer market segmentation of hijrah based banana chips based on the largest psychological indicators of personality statement consumers prefer product innovation with a variety of flavors by 100 %.