MARKET SEGMENTATION FOR QURBAN DONORS OF ZAKAT AMIL INSTITUTION

MUSLIM, IMAM and Wijaya, Serli and Jaolis, Ferry (2024) MARKET SEGMENTATION FOR QURBAN DONORS OF ZAKAT AMIL INSTITUTION. [UNSPECIFIED]

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Abstract

Despite the increasing number of zakat amil institutions in Indonesia in the past few years, many lack market segmentation-oriented efforts in serving the donor members. Marketing tactics and programs are often designed general, believing that every member would respond the same to �one for all� programs. This research aimed to conduct market segmentation for qurban donors with the Theory of Planned Behavior (TPB) as the underpinning theory. A survey of 464 members of Baitul Maal Hidayatullah National Zakat Amil Institute (BMH) Surabaya was performed. Employing cluster analysis statistical technique, this study identified four distinct qurban donor segments, namely: 1) Aqliyah segment with 2%; 2) Ihsaniyah segment with 28%; 3) Insaniyah segment with 54% and 4) Ubudiyah segment with 16%. This result shows that religious is not the only motive of offering sacrifice. In fact, insaniyah which refers to solidarity is the most prevalent motive.

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