Kajian segmentasi atm bri berdasarkan kuantitas transaksi

Cahyanto, Meidri Agung (2005) Kajian segmentasi atm bri berdasarkan kuantitas transaksi. Masters thesis, Institut Pertanian Bogor.

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Abstract

The objectives of the ATM Segment Study are : firstly, ATM BRI segment utilization based on the location/area approach of the BRI ATM Unit; secondly, to analyze the ATM BRI facility utilization pattern. The research is carried out using the descriptive case study method. The data collecting carried out is obtained through the transaction data of the BRI monitored ATM data base. The transaction data is sorted out into location tabulation based on the BRI office area, in the city or district, in an office or a mall. The data analysis is using the cluster analysis and Correspondent analysis. The highest average transaction per ATM is reached by the BRI ATM at Yogyakarta Office Area (Kanwil). Based on the identified BRI ATM location, 61 % of the transaction activities are carried out at the BRI ATM in the city, while 39 % is carried out in the district. This indicates the customers in the city are more accustomed to the ATM. The number of the transaction activity in the city has risen 57 % while in the district has risen 52 %. The raising of the transaction presented an understanding that the tendency to use in the city as well as in the district is relatively similar. Based on the on non-hierarchy cluster analyses the BRI ATM segment approach is divided into thee (3) segment i.e. : The first segment consist of 169 ATM, the second consist of 22 ATM and the third consist of 389 ATM. However compared to the first and third segment the second segment (22 ATM) has an average higher transaction (8,607 transaction/ATM/month). The second segment ATM (22 ATM) is located in the city ( mostly in Yogyakarta). The research concluded that the customers have not optimally and prevalently use the BRI ATM. This is shown by the average total transaction of < 100 transaction/ATM/day and the total ATM with optimum transaction in only 22 ATM from the existing 580 ATM.

Item Type: Thesis (Masters)
Additional Information: 14(E19)CAH k
Uncontrolled Keywords: ATM BRI, Card Center BRI, Strategi Pemasaran, analisis kluster, analisis korespondensi, studi kasus, sumber data sekunder, segmentasi.
Subjects: Manajemen Pemasaran
Depositing User: SB-IPB Library
Date Deposited: 21 Sep 2016 06:49
Last Modified: 21 Sep 2016 06:49
URI: http://repository.sb.ipb.ac.id/id/eprint/2616

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