Author: Yohanes Sondang Kunto*, Siti Nurul Hasana**
* Staf Pengajar Fakultas Ekonomi, Universitas Kristen Petra, Surabaya
** Peneliti Lepas – Alumnus Universitas Brawijaya, Malang
Market segmentation is a classic topic in marketing which is never loss its attractiveness. In segmentation
research, there is two approach methods which is interdependency method and dependency method. Statistics provides many tools for segmentation research. One of statistical tool for segmentation research which takes the dependency method as an approach is CHAID analysis (Chi-Squared Automatic Interaction Detection analysis). CHAID analysis would provide decision tree like diagram which provide information about degree of association from dependent variable to the independent variables and the information about segments characteristic. CHAID analysis could handle monotonic, free, and floating independent variables. In Koperasi Syari’ah Al-Hidayah case, CHAID analysis was used to determine the segment of its relationship based on the relationship credit status as the dependent variables and demographics data as independent variables. Relationship segmentation using CHAID analysis was conducted to identify relationship segment
which has the lowest ratio of unpaid credit. Using CHAID analysis, four segments were identified. Relationship segment which has monthly income less than Rp 1.500.000,00, female, and over 30 years old is the lowest ratio of unpaid credit segment.
Full Text: mar06010205