Imam Muslim, Serli Wijaya, Ferry Jaolis


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.


Market segmentation; theory of planned behavior (TPB); qurban donors; zakat amil institution

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DOI: 10.15642/JIIS.2023.17.2.403-422


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