Community Segmentation Based on Financial Readiness and Perception of Hajj Fund Governance by BPKH

Abstract

The increase in the Hajj Pilgrimage Cost (BPIH) has become a crucial issue that affects the financial readiness of the community and raises public questions about transparency and sharia compliance in the management of Hajj funds by the Hajj Financial Management Agency (BPKH). This study aims to analyze the influence of public perceptions of sharia governance by BPKH on their financial readiness in facing the policy of increasing Hajj costs. Using a quantitative approach based on data science, a segmentation analysis was conducted on 614 respondents using the K-Means Clustering method and Principal Component Analysis (PCA) visualization, as well as qualitative exploration through word clouds. The results of the study show that the community can be classified into three main clusters: (1) Vulnerable and Doubtful with low readiness and negative perceptions of fund management; (2) Critical but Adaptive which shows moderation in perception and readiness; and (3) Ready and Optimistic with high financial readiness and support for sharia principles and fair distribution of benefits. The word "transparency" is the dominant theme in all clusters, indicating that public trust is greatly influenced by the openness of information and accountability of the managing institution. These findings indicate the need for a more segmented communication approach, strengthening sharia literacy, and fair and sustainable policy harmonization