MARKET SEGMENTATION FOR SERSAN CHIPS BANANA CHIPS UMKM DINAMIS IN SABUNG VILLAGE, SUBAH SUBDISTRICT, SAMBAS
DOI:
https://doi.org/10.5281/zenodo.23100831Keywords:
Banana Chips, Market Segmentation, UMKM DinamisAbstract
UMKM Dinamis is a business that processes bananas into “Sersan Banana Chips,” which are sold at several retail stores in Sambas Regency. The marketing strategy currently in place is still general in nature and is not yet based on clear market segmentation. This study aims to determine the market segmentation of Sersan Chips banana chips among dynamic MSMEs in Sabung Village, Subah District. This is a qualitative descriptive study. The sample consisted of 30 respondents selected using purposive sampling. The research location was deliberately chosen to be Amanda Sambas Store. The research focuses on demographic, psychographic, and behavioral segmentation. Data analysis utilized the Likert scale. The results of the analysis indicate that the majority of visitors to Amanda’s store are women (73.33%), aged 13–22 years, with a high school or vocational school education level, employed as students or college students, and with a monthly income of ≤ 1,500,000, and consumers of Sersan banana chips prefer products that are practical, suit their tastes, offer a variety of flavors, and are presented in attractive packaging. Consumers of banana chips also exhibit a fairly high level of loyalty to the product, tend to make repeat purchases and recommend the product to others, and their purchasing decisions are influenced by factors such as taste and the balance between price and product quality.
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