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Nurhayani
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Journal : Fundamental and Applied Management Journal

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Reassessing the Influence of STP Strategic Choices on Sales Performance: Evidence from a Food and Beverage SME Nurhayani; Nurhayani, Nurhayani; Sutrisno, Sutrisno; Abu, Ilham
Fundamental and Applied Management Journal Vol. 3 No. 1 (2025): FAMJ, June 2025
Publisher : PT. Lontara Digitech Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61220/famj.v1i1.20254

Abstract

This study investigates the extent to which strategic decisions in segmentation, targeting, and positioning (STP) translate into short-term sales performance within a food-and-beverage small enterprise. Using a descriptive–quantitative approach, the research employed a within-firm sampling frame covering all 36 employees and collected data through standardized survey instruments. Prior to hypothesis testing, the measurement model was evaluated to ensure construct validity and internal reliability. Multiple linear regression was then applied to estimate both the individual and combined effects of the three STP dimensions on sales outcomes, supported by conventional diagnostic checks for statistical assumptions. The empirical results reveal that while segmentation, targeting, and positioning yield positive coefficient directions, none attain statistical significance, and their joint contribution adds only marginal explanatory power. These findings imply that STP strategies, when implemented in isolation, may not directly enhance sales performance in the short run. The effectiveness of STP appears contingent on complementary managerial actions such as product/menu refinement, pricing adaptability, promotional intensity, service innovation, and localized market engagement. From a managerial standpoint, the study underscores the importance of aligning strategic marketing determinations with operational execution rather than relying solely on strategic intent. Theoretically, the research adds micro-level evidence to the mixed debate regarding the STP–performance linkage in small service firms. Future studies are encouraged to incorporate consumer-side metrics, experimental designs, or transaction-level panel data to better capture how STP strategies generate value throughout the customer decision process.
Co-Authors A. Muh Hasyim As'ari Abdul Wahab Abdi, Abdul Wahab abu, ilham Adityaningsih, Yuliana Afrida, Winda Agu Sujana Agus Firmansyah Ahmad Bardi Aliyas Anas, Agung Muliaman Andhana, Angga Dwi Anestiya, Andita Annis Syahzuni, Barlia Annisaa, Salwa Ansyah, Andri Anto Apriyanto Ardani, Muhammad Ridho Aryanti, Dessy Aryasatya, Alfariza Asna Nengsih Asti Balawan Adzany, Muhammad Damhuri, Dedi Darmawati Daulat Saragi Destriani Desy Prastyani Dwi Permatasari Utomo Putri Dyah Farida Inli Efendi, Manahan Eka Sri Wahyuni, Eka Eko Avianto Erni Achmad Etik Umiyati Etik Umiyati Fachry Abda El Rahman Fahmida Fany, Putri Aminah Fauziah Ahmad Zain Fauziah Lubis Febrina Rolin Ferryanto, Marten Firdaniati, Afnida Firdaus Fitria, Chici Gadeng, Ahmad Nubli Gadeng Gusma Rizal, Rafi Gustia, Putri Harahap, Hasnah Azhari Haryadi Hasisa Haruna Hasyimi, Ali Hasyya Acika Zulfira Hazazi, Hizrian Luthfil Khaliq Heidiani Ikasari, Ines Heriyanti Ibrahim Gultom Ichwan, Ainun Muthaharah Idi Warsah Inayatul Izzah Islami, Ladzuardy JUMARDI Junaidi Junaidi Kemalasari, Andi Anggi Kusumaningrum, Tanjung Anitasari Indah Listiana Masyita Dewi Liza Arlina Luthfi Alfarizi Nasution M.Ridwansyah Magfira Urva Mahmuddin Mahmuddin Makmur Jaya Nur Muhammad Akbar Muhammad Alamsyah Muhammad Ichsan Muhammad Kalkautsar Muhammad Rizky Khoir Munawaroh Sibagariang Musnaini Mustika, Candra Nabila Retha Susanti Nadia, Najwa NAJMII, MUHAMMAD FIROOS ‘ALLAM Nazruddin Safaat H NOVITA EKASARI Nur Halim Nur Hidayati Nurfadilah Sindika Sari Nurhayani nurhayani Nurhayati R Nurjanah, Rahmah Nurmaidah Sitanggang Nurul Khoiriah Hairani NURUL MIFTAHUL JANNAH Nurul Rizki Amalia Pahrul, Pahrul Parinduri , Sari Atika Parinduri, Sari Atika Pirhanto, Purwaka Hari Prihatma, Gugup Pujiati Purwaningtyas, Franindya Putera Akbar, Haykal Ray, Ray Evando Repi Anggraini Riandini Aisyah Risma Margaretha Sinaga Risydah Fadilah Rochmadina Suci Bestari Rosmeli Rr Nadhira Al Fajrie Safiana Safiani A. Faaroek Sahidin Salnia Salwa Annisaa Setiyati, Ritta Shinta Ulfa Siti Hodijah Siti Rubiah Dalimunthe Sitti Aziza Nur Hady St. Rosmanely Sutrisno, Sutrisno Syafnan Syarifa Sahirah Ira Tahir, Sumiati Tolibin, Restu Triwulandani Ulina Rahmayani Ummu Kalsum Wa Ode Erma Balula Warka Syachbrani Yacobus Ndona Yakobus Ndona Yenni Yudhayani, Arthyka Susila Yudhi Septian, Rahmat Yulianti, Dwi Indah Yuri Pratiwi Utami Yusra Zainul Bahri Zam Zami Zulhimmah, Zulhimmah