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p-Index From 2021 - 2026
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All Journal International Journal of Environmental, Sustainability, and Social Science
Lina Budiarti
Universitas Negeri Malang, Indonesia
Economics, Econometrics & Finance Environmental Science Social Sciences

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Marketing The Product Through Segmentation, Targeting, and Positioning in Msmes: A Case Study of Agrilo Coffee Leather Lina Budiarti; Sudarmiatin Sudarmiatin; Agus Hermawan; Wening Patmi Rahayu
International Journal of Environmental, Sustainability and Social Science Vol. 7 No. 5 (2026): International Journal of Environmental, Sustainability, and Social Science (Sep
Publisher : PT Keberlanjutan Strategis Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38142/ijesss.v7i5.2099

Abstract

Micro, Small, and Medium Enterprises (MSMEs) serve as a vital cornerstone of the Indonesian economy. With market competition intensifying, MSMEs must adopt a rigorous, highly calculated strategic approach. MSMEs frequently face challenges in analyzing market segmentation, selecting target markets, and establishing clear consumer positioning. The objective of this study is to evaluate the Segmenting, Targeting, and Positioning (STP) marketing strategy implemented by Agrilo, an MSME producing upcycled coffee leather based in Malang Regency, East Java, Indonesia. This study utilizes a descriptive qualitative approach, drawing data from field observations, semi-structured interviews, and document reviews. The findings show that markets are segmented based on demographic, geographic, psychographic, and behavioral factors. Agrilo primarily targets ecosystem enthusiasts, spanning all genders within the mature consumer segment who are focused on environmental sustainability. Agrilo is positioned as an agricultural MSME committed to sustainable ecosystem values, actively reducing waste while unlocking new possibilities for sustainable materials. Ultimately, these findings serve as a strategic basis for refining and optimizing the STP strategy to enhance marketing performance at Agrilo.
Co-Authors Agus Hermawan Sudarmiatin Wening Patmi Rahayu