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All Journal Proceeding Seminar Nasional Riset Terapan Administrasi Bisnis dan Mice (SNRT)
Suci Rahmadanti Dewi
Politeknik Negeri Jakarta

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ANALISIS STP (SEGMENTATION, TARGETING, POSITIONING) TERHADAP KEPUTUSAN PEMBELIAN PADA PRODUK KECANTIKAN AERIS BEAUTE Noni Noerkaisar; Adilah Permananingrum; Suci Rahmadanti Dewi
Seminar Nasional Riset Terapan Vol. 14 No. 01 (2025): SNRT XIV TAHUN 2025
Publisher : Administrasi Niaga Politeknik Negeri Jakarta

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Abstract

This research analyzes the STP (Segmentation, Targeting, Positioning) strategy implemented by Aeris Beaute in marketing its beauty products. The research method used is descriptive quantitative research with primary data collection through questionnaires. The research sample was consumers of Aeris Beaute beauty products in Indonesia, using a purposive sampling technique. Data analysis was carried out using multiple linear regression to analyze the influence of Segmentation, Targeting and Positioning variables on Purchasing Decisions. The research results show that the Segmentation and Positioning variables have a significant positive influence on Purchasing Decisions, while the Targeting variable has a significant negative influence. Simultaneous analysis shows that together, these three variables have a significant effect on purchasing decisions. This research provides important insights for Aeris Beaute and other companies in the beauty industry to develop more effective marketing strategies.
Co-Authors Adilah Permananingrum Noni Noerkaisar