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Maulidyah Indira Hasmarini
Universitas Muhammadiyah Surakarta
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Journal : Income Journal of Economics Development

 1 
Marketing Strategy Analysis Using STP Strategy (Segmentation, Targeting, Positioning) at PT. Berkah Ridho Cinta Indonesia Hellenna Kusuma Ningrum; Maulidyah Indira Hasmarini
Income Journal Of Economics Development Vol. 4 No. 1 (2024): Januari 2024
Publisher : Pustaka Digital Indonesia

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Abstract

This research aims to explain the STP marketing strategy (Segmenting, Targeting, Positioning) in marketing Brownies Cinta business products at PT. Berkah Ridho Cinta Indonesia. The method used in this research is descriptive qualitative, the data used in this study are primary data and secondary data using descriptive qualitative. In the STP marketing analysis, geographic segmentation is focused on the Surakarta Residency area, which has a higher potential for repeat purchases. In demographic segmentation, the target audience encompasses consumers ranging from children to the elderly and spans various economic levels. Psychographic segmentation is concentrated on consumers who exhibit a preference for specific foods or snacks, particularly cakes or brownies. The implementation of STP marketing strategy is anticipated to support the business performance and the product performance of Brownies Cinta enterprise, enabling consumers to become more acquainted with the products produced and contributing to the expansion of market share. The researcher concludes that the application of the STP strategy in the Brownies Cinta enterprise significantly influences the increase in sales, as elucidated by the results of interviews and observations conducted by the researcher.
Co-Authors Aan Sofyan Achmad Rosyid Ade Saputra, Hulda Adinda Candra Nur Hapsari Aditya Ristianto Afiq Miftahurizqi Alhaq Agam Firdaus Agathon, Favian Ardine Aji Kusuma, Fauzan Alfalerina Puspa Millenia Alfiadiba Salsabila Alif Doniansyah Putranta Allya Rahma Faradilla Almira, Nabila Amalia, Rizka Fadilla Andriyani, Rachma Fadia Anggita Iga Melani Anindya Widiyana Ishya Putri Aprilia Putri Wulandari Ardiansyah, Doni Aulya, Deva Tara Ayu Nabilah, Dyah Azahra, Atila Putri Azhar Alam Azmi, Mohammad Ihsanul Bagas Megondaru Berliandini, Firly Meidhita Cahyaningsih, Pinaestri Chuzaimah Chuzaimah Chuzaimah Chuzaimah, Chuzaimah Damayanti, Elsa Dani Bagus Salosa Daryono Soebagiyo Daryono Soebagiyo Daryono Soebagyo Daryono Soebagyo Daryono Subagyo Devi, Shela Nirmala Didit Purnomo Dwi Murtiningsih Eni Setyowati Erico Perdana Kusuma Faisal Reza Firmansyah Faradilla, Allya Rahma Fauzan Aji Kusuma Fauzul Hanif Noor Athief Fernanda Hana Fadhila Fina Daimatul Silvie Firsta Ayu Fitria Asmoro Gahari, Radya Rayhan Muhammad Gigha Yafits Avicena Hanif Fakhruddin Harun Harun Hellenna Kusuma Ningrum Hidayat, Muhammad Rizky Huda Einurohmah Husori, Dimas Fajar Al Imam Prayogo Indiarto Akbar Kuniawan Isfianti, Febriana Mutia Isyani Isyani Isyani, Isyani Luthfianto, Naufal M. Zulfi Rahadi Magadhendra, Foggi Maharani, Dyah Ayu Mahendra Tama, Thoriq Wahyu Meilita, Fristyan Yuris Moh Alif Febriyan Mohammad Arif Muhammad Arif Muhammad Arif Muhammad Fachruurrozi Murtiningsih, Dwi Nabila Jennanda Ridwan Nafidatul Husnia Nazirah, Siti Nico Candra Pratama Niken Larasati Ningsih, Putri Ayu Ningsih, Tantri Utami Novie Dwi Lestari Nugraha, Fathony Dian Nurcholis, Muhammad Octaviana, Farida Nur Okky Setya Nugroho Pinaestri Cahyaningsih Puspa Indah Pamungkas Sari Puspita Sari, Anjali Putri, Nanda Puspita Marga Rafiuddin, Mohammad Rahadi, M. Zulfi Rahma Ika Fitriana Ramadan*, Vikram Edo Reza Meilawati Riyan Afrizal, M. Fathul Riyardi, Agung Rosyid, Achmad Salsabilla Luthfia Karunia Putri Sari, Eli Kurnia Septyaningrum, Ariana Anjas Shela Nirmala Devi Shofiah Indriawati Silma Salsabila Sitaresmi Prabaningtyas Thoriq Wahyu Mahendra Tama Toha Isnah Pamungkas Trian Gigih Kuncoro Turkita, Dyan Almaas Vikram Edo Ramadan* Virgananda Radhitya Saputra Wahid, Satriya Nur Wulandari, Aprilia Putri Wuri Nur Indah Sari Zahra, Syarifa Aisya