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All Journal JEBD
Ahmad Vajri Rahman
Manajemen, fakultas Ekonomi Dan Bisnis, UPI YPTK Padang
Economics, Econometrics & Finance Engineering

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Strategi Segmenting dan Targeting pada KISI Sekuritas Cabang Sumatra Barat Aisyatur Rahmi; Gilang Rahamdhan; Ahmad Vajri Rahman
Jurnal Ekonomi dan Bisnis Digital Vol. 3 No. 3 (2026): Januari - Maret
Publisher : CV. ITTC INDONESIA

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Abstract

The development of the capital market industry in Indonesia requires securities companies to have appropriate marketing strategies to effectively reach potential investors. One important strategy in marketing is segmentation and targeting. This paper aims to analyze the segmentation and market targeting strategies implemented by KISI Securities, West Sumatra Branch, to attract and retain investors. The writing method used is a qualitative descriptive study by reviewing data and information sourced from literature, company documents, and observations of KISI Securities' marketing activities, Padang Branch. The results of the discussion indicate that KISI Sekuritas implemented a segmented marketing strategy by dividing the market into several main segments, namely the student and pupil segment, professionals and young workers, and the active investor community. Segmentation was carried out based on geographic, demographic, psychographic, and behavioral aspects. The primary target market of KISI Sekuritas Padang Branch is students and the younger generation because they have long-term potential, while the secondary market target is professionals with a fixed income. Educational strategies, the use of digital media, and collaboration with educational institutions are the main approaches in implementing targeting. With this strategy, KISI Sekuritas is able to increase investment literacy and expand the investor base in the West Sumatra region.
Starategi Distribusi Pemasaran Pada Sepatu Compass Muhammad Miftahul Qolbi; Ahmad Vajri Rahman
Jurnal Ekonomi dan Bisnis Digital Vol. 3 No. 3 (2026): Januari - Maret
Publisher : CV. ITTC INDONESIA

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Abstract

The increasingly competitive fashion industry requires companies to develop effective marketing strategies, particularly in distribution management. Distribution is no longer viewed merely as a logistical function but as a strategic instrument for creating brand value and customer experience. This study aims to analyze the distribution strategy of Sepatu Compass as a local footwear brand and to understand its role in supporting marketing effectiveness and brand image. This research employs a qualitative descriptive approach using secondary data obtained from literature studies, documentation, and indirect observation of Compass’s official distribution channels. The data were analyzed through thematic classification and interpreted using relevant distribution and marketing theories. The findings indicate that Sepatu Compass implements a selective distribution strategy by combining direct-to-consumer and one-level distribution channels through official retailers and verified digital platforms. The company also applies a limited product release system to maintain exclusivity and brand control. These strategies contribute to strengthening brand image, enhancing customer loyalty, and maintaining competitive advantage in the national footwear industry. The study concludes that a controlled and integrated distribution strategy plays a crucial role in supporting the sustainability and competitiveness of local fashion brands.
Co-Authors Aisyatur Rahmi Gilang Rahamdhan Muhammad Miftahul Qolbi