The advancement of Information and Communication Technology (ICT) has encouraged the beginning of a new form of hospitality business known as a Virtual Hotel Operator (VHO). This hotel concept in recent years succeeded in attracting hotel management and cooperation from various accommodation entrepreneurs. VHO concept is considered a disruption that threatens the existing hotels. Some of the big VHO brands in Bandung include RedDoorz and Oyo. The presence of VHO might be one of the reasons for the decrease in the occupancy rate of star hotels. The other hand, the occupancy of non-star hotels continues to increase. It becomes urgent to understand the Critical Success Factors (CSFs) of the VHO. This study aims to identify the determinants of the success of VHO hotels in Bandung. This research is an exploratory study using primary data through surveys, and secondary data that focuses on hotel guests who have stayed through VHO in Bandung City CSFs are measured using questionnaire using the Likert scale of 5 and processed using SPSS 25. The findings of this study indicate that the choose VHOs is inspired by the variety of promotions offered, ease of access, and extensive hotel networks. Furthermore, the factors that support the success of VHO are components of service quality, core products and control strategies. The ease of booking a room and broadness of the network are keys in increasing VHO sales.

The background of this research is that the development of financial institutions is increasing rapidly and the products and services that compete in one market are increasingly diverse, therefore companies must have their own strategies in facing competition. One of the market segmentation strategies that must be considered by companies in marketing. The type of research used is the type of research used (field research) with a qualitative approach. The novelty of this research is that it focuses on my savings product and there is the development of a formulation of the problem of inhibiting and supporting factors of market segmentation where similar research has been carried out. The findings of this study are the segmentation strategy at Bank Muamalat KCP Madiun using geographic segmentation but there has been no significant change. The inhibiting factors for my savings product are not equipped with ATMs, the segmentation of the area is quite wide, namely to cities and villages so that customers who are far from making transactions at the bank, psychographics and personality of customers like that will choose products that are more flexible and have sophisticated technology in transactions. Supporters of my savings product can be reached by all walks of life, free of administration and affordable initial balance, wide geographical segmentation. the market segmentation carried out is still not detecting market changes where there is still little interest in using my savings product. Future research is expected to further examine what market segmentation strategies are in increasing the number of customers. Keywords: Market Segmentation, Tabunganku, Islamic Banking, Supporting Market Segmentation   Abstrak: Penelitian ini dilatar belakangi karena suatu perkembangan lembaga keuangan yang semakin pesat serta produk dan jasa yang bersaing dalam satu pasar semakin beragam, oleh karena itu perusahaan tentunya memiliki strategi masingmasing dalam menghadapi persaingan. Salah satu yaitu strategi segmentasi pasar yang harus dipertimbangkan oleh perusahaan dalam melakukan pemasaranya. Jenis penelitian yang digunakan yaitu jenis penelitian yang digunakan adalah (field research) dengan pendekatan kualitatif. Kebaruan dari penelitian ini yaitu terfokus pada produk tabunganku dan ada pengembangan rumusan masalah faktor penghambat dan pendukung segmentasi pasar yang dimana penelitian serupa belum pernah dilakukan. Temuan Hasil dari penelitian ini yaitu strategi segmentasi pada Bank Muamalat KCP Madiun menggunakan segmentasi geografis tetapi belum juga ada perubahan signifikan. Faktor penghambat yaitu produk tabunganku tidak dilengkapi ATM, wilayah segmentasi yang cukup luas yaitu sampai kota dan desa sehingga nasabah yang rumahnya jauh enggan melakukan transaksi di Bank, psikografis dan kepribadian nasabah dengan seperti itu akan memilih produk yang lebih fleksibel dan memiliki teknologi yang canggih dalam bertransaksi. Pendukung produk tabunganku dapat dijangkau oleh semua kalang, bebas biaya administrasi dan saldo awal yang terjangkau, segmentasi geografis yang luas. Dampak segmentasi pasar yang dilakukan yaitu masih kurang mendeteksi perubahan pasar dimana masih sedikit minat nasabah dalam menggunakan produk tabunganku. Penelitian selanjutnya diharapkan meneliti lebih jauh apa strategi segmentasi pasar dalam meningkatkan jumlah nasabah. Kata Kunci: Segmentasi Pasar, Tabunganku, Perbankan Syariah, Pendukung Segmentasi Pasar