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All Journal Jurnal Sosialisasi: Jurnal Hasil Pemikiran, Penelitian dan Pengembangan Keilmuan Sosiologi Pendidikan BAKI (Berkala Akuntansi dan Keuangan Indonesia) GERVASI: Jurnal Pengabdian kepada Masyarakat Economy Deposit Journal ( E-DJ) PINISI Discretion Review Bubungan Tinggi: Jurnal Pengabdian Masyarakat SOSIOEDUKASI : JURNAL ILMIAH ILMU PENDIDIKAN DAN SOSIAL Community Development Journal: Jurnal Pengabdian Masyarakat Indonesian Journal of Economics, Entrepreneurship, and Innovation Educational Studies: Conference Series Langgong: Jurnal Ilmu Sosial dan Humaniora Fundamental and Applied Management Journal Journal of Economic Education and Entrepreneurship Studies Indonesian Journal of Business and Entrepreneurship Research Pinisi Journal of Entrepreneurship Review Indonesian Journal of Enterprise Architecture
Ilham Abu
Universitas Mulawarman Samarinda Indonesia
Arts Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Health Professions Languange, Linguistic, Communication & Media Mathematics Public Health Social Sciences Other

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Journal : fundamental and applied management journal

 1 
Analysis of Segmentation, Targeting, and Positioning (STP) Determination on Sales Volume at Cafe Teras Empang Parepare City Ilham Abu; Ridwan Ridwan
Fundamental and Applied Management Journal Vol. 1 No. 1 (2023): Fundamental and Applied Management Journal
Publisher : Global Research Collaboration

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Abstract

This study aims to assess and analyze whether the STP (Segmentation, Targeting, and Positioning) marketing strategy on the sales volume that has been implemented by Cafe Teras Empang in Parepare City has reached approximately one year (2021-2022). This type of research is descriptive quantitative. The population in this study were all employees of Cafe Teras Empang while the sample of this study were all 36 employees of Cafe Teras Empang as respondents using saturated sampling, which is a sampling technique when all members of the population are used as samples. The data collection techniques were carried out by means of questionnaires conducting interviews and questionnaires. While the data analysis technique used is to use Multiple Linear Regression Analysis using two statistical test methods, namely Simultaneous Test (Test f). Based on the results of research with statistical data analysis, the indicators in this study are valid and the variables are reliable. In the classical assumption test, it is proven that all indicators are normally distributed and there is a significant linear relationship between each independent variable and the dependent variable, for influence Segmentation, Targeting, and Positioning all have a positive direction and are not significant in their influence on the sales volume at Cafe Teras Empang in Parepare City.
Young Generation’s Investment Motivation: Insights from a Self-Determination Theory Perspective Ilham Abu; Mahmudatus Sholihah; Wahyudin
Fundamental and Applied Management Journal Vol. 2 No. 1 (2024): Fundamental and Applied Management Journal
Publisher : Global Research Collaboration

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This study aims to understand investment motivation among students in Makassar using the Self-Determination Theory (SDT) framework. Data were collected from students through an online questionnaire and analyzed using SPSS software. The findings indicate that students' investment motivation is influenced by several key factors, including autonomous motivation, competence, social relatedness, intrinsic motivation, and commitment. The results highlight that students have a strong desire to independently manage their investment activities, feel confident in their ability to understand and engage in investment, and benefit from the support of peers, family, and community. Intrinsic motivation plays a significant role, reflecting personal satisfaction and interest in investment, while high levels of commitment suggest a strong dedication to maintaining their investment activities. Overall, the study reveals that students in Makassar exhibit a high level of investment motivation, driven by the need for autonomy, competence, and social connections. The research underscores the importance of financial literacy and social support in shaping students' investment motivation. Educational institutions and financial organizations are encouraged to collaborate in enhancing financial literacy and providing educational programs that support students' investment motivation.
Reassessing the Influence of STP Strategic Choices on Sales Performance: Evidence from a Food and Beverage SME Nurhayani; Sutrisno; Ilham Abu
Fundamental and Applied Management Journal Vol. 3 No. 1 (2025): Fundamental and Applied Management Journal
Publisher : Global Research Collaboration

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.66314/famj.v3i1.467

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 Abdul Hafid Andi Naila Quin Azisah Aliasyahbana Andika Isma Desy Rusmawati Emil Riza Putra Fenni Faraidhika Hajar Dewantara Indah Permatasari Kadori Haidar Kristiyani Mitan Keraf Mahmudatus Sholihah Marhawati Muh Yahya Muh Yahya Muh. Yahya Muhammad Aras Muhammad Rakib Muhammad Rifaidi Muhammad Sultan Nasib Subagio Nur Astaman Putra Nur Halim Nur Halim Nurhayani Nurul Azizah Nurul Azizah Ratna Fitri Astuti Reza Reza Reza Reza Ridwan Ridwan Ridwan Ridwan Ridwan Riska Aisyah Nurjanna Riyo Riyadi Rizka Aisyah Nurjannah Siti Fatimatu Zahro Sunardi Sunardi Sutrisno Sutrisno Sutrisno Sutrisno Sutrisno Tiara Sinta Batubara Tony Nurmawan Wa Rapida Wahyudin Zul Fadly Amir