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Elimawaty Rombe
Faculty Of Economics And Business, Department Of Accounting, Tadulako University, Palu, Indonesia.
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Journal : Economics and Business Journal

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Determination Analysis Segmentation, Targeting and Positioning (STP) On The Level Sales at Upnormal Coffee in Palu Rombe, Elimawaty; Muzakir
Economics and Business Journal (ECBIS) Vol. 1 No. 4 (2023): May
Publisher : PT. Maju Malaqbi Makkarana

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47353/ecbis.v1i4.56

Abstract

This study aims to assess and analyze whether the marketing strategy STP (Segmentation, targets, and position) to the level of sales has been implemented by Upnormal Coffee Beach in Palu which has reached more than one year (2021- 2022). This type of research is quantitative descriptive. The population in this study were all employees of Upnormal Coffee while the sample of this research is all employees of Upnormal Coffee as many as 36 employees as respondents using saturation sampling, the sampling technique when all members of the population were used as a sample. The data collection techniques were performed by means of a questionnaire conducted interviews and questionnaires. Based on the results of this study with multiple linear regression analysis, regression equation Y = 8,944+ 0.164 X1 + 0.061 X2 + 0,032 X3 + e. Basedonn statistical analysis data, the indicators in this study is valid and the variables are reliable. In the classical assumption, in said that indicator otherwise normal distribution and correlation Linear in significance between each independent variable and the dependent variable, to the amount of influence Segmentation, Targeting and Positioning are all having a positive direction and not significant in their influence on the level of sales in Upnormal Coffee in the city of Palu 
Co-Authors Adfiyani Fadjar Afinda, Mayang Anisah Annaliah, Febrizha Anshar Anwar Mas’ud Asriadi Asriadi Astrid Jeane Mbosisi Benyamin Parubak Dewa Ayu Diah Resty Dg Parani, Syamsul Bahri Dian Harianti Edhi Taqwa Enki P Nainggolan ERDIYANSYAH, ERDIYANSYAH Fani Fani Farid Farid, Farid Farid Farid  Fatikahtul Islamiah Femilia Zahra Gatha Vesakha Hesti Evrianti Hesty Evrianti Hussam, Haidir Iga Maghfirah Deviana IRA NURIYA SANTI Irdinal Arief Jumiati Jumiati Kasim, Abdul Farid Kinsky, Niken Nazira KORNELIUS, YOBERTH Kristina Parinsi, Welimas Lawasa, Abdul Mutakhir Lestiani, Dewi Indra Maskuri Sutomo Michael Peoni Milany, Audy Putri Moh. Ali Murad Mohammad Riswandi Palawa Mohammad Zeylo Auriza Muhammad Fadil Alwi MUSLIMIN Muslimin Muslimin Mustamin a Muzakir Muzakir Muzakir Nawir, Dandi Neng Reka Nurmalasari Ni Luh Ayu Ghitaswari Ni Luh Putu Ulandari Nudiatulhuda Mangun Nurcaya Zahra Nurfadilla Nurfadilla Nurhikma Yanti Oldri Oktavian Palawa, Muh Riswandi POANI, ANDRE DARMAWAN Ponirin Ponirin Ponirin Ponirin Ponirin Ponirin Ponirin, Ponirin Pricylia Chintya Dewi Buntuang Putri Putri, Putri Raehatuliana, Raehatuliana Rahmat Mubaraq Revan, Revan Rian Risendy Riska Risnawati Risnawati Risnawati Risnawati4 Rosida P. Adam Roy Irawan Mendi Saharuddin Setiawan Mandala Putra Sri Wanti Suryadi Hadi Sutarman, Mohamad Anwar Syamsul Bachri Syamsul Bachri Syamsul Bachri Syamsul Bahri Dg.Parani Tambaru, Rachman Thahir, Harifuddin Utari, Debbi Yanti Vitayanti Fattah Wahyuningsih Wahyuningsih Wahyuningsih Wahyuningsih Wahyuningsih Wanti, Sri Welimas Kristina Parinsi Wiri Wirastuti Zakiyah Zahara