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All Journal JURNAL MANAJEMEN DAN AKUNTANSI Jurnal Inspirasi Pendidikan Journal of Economics, Business, & Accountancy Ventura JAM : Jurnal Aplikasi Manajemen JURNAL ILMU EKONOMI & SOSIAL IMAGE Sistem : Jurnal Ilmu-Ilmu Teknik Equilibrium: Jurnal Ilmiah Ekonomi, Manajemen dan Akuntansi Jurnal Manajemen STIE Muhammadiyah Palopo Forum Ekonomi : Jurnal Ekonomi, Manajemen dan Akuntansi Inovasi : Jurnal Ekonomi, Keuangan, dan Manajemen Journal of Socioeconomics and Development Conference on Innovation and Application of Science and Technology (CIASTECH) International Journal of Supply Chain Management Procuratio : Jurnal Ilmiah Manajemen International Journal of Economics, Business and Accounting Research (IJEBAR) Jurnal Manajemen dan Bisnis Kreatif JIM (Jurnal Ilmu Manajemen) GUYUB: Journal of Community Engagement Adbis : Jurnal Administrasi dan Bisnis Jurnal Manajemen Sains dan Organisasi (JMSO) TAMWIL: Jurnal Ekonomi Islam Jurnal Cakrawala Ilmiah Bulletin of Management and Business Widyagama National Conference on Economics and Business (WNCEB) Pusat Publikasi Ilmu Manajemen Master Manajemen TGO Journal of Community Development Jurnal Pengabdian Nasional (JPN) Indonesia Clean and Sustainable Production Jurnal Ilmiah Bisnis dan Ekonomi Asia (Jibeka) Jurnal Ekonomi, Manajemen, Akuntansi Journal of Management Research and Studies International Journal of Economics and Management Research
Rahayu Puji Suci
Universitas Widyagama Malang
Religion Agriculture, Biological Sciences & Forestry Arts Humanities Civil Engineering, Building, Construction & Architecture Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Electrical & Electronics Engineering Engineering Environmental Science Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Mechanical Engineering Public Health Social Sciences Transportation Other

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Journal : International Journal of Economics and Management Research

 1 
The Effect Of Segmentation, Targeting, And Positioning On Consumer Loyalty With Consumer Satisfaction As A Indicator Intervening Variable Jaime Gusmao; Muryati Muryati; Survival Survival; Rahayu Puji Suci; Nasharudin Mas
International Journal of Economics and Management Research Vol. 4 No. 3 (2025): December : International Journal of Economics and Management Research
Publisher : Pusat Riset dan Inovasi Nasional

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55606/ijemr.v4i3.561

Abstract

Research on Segmentation, Targeting, and Positioning (STP) strategies, customer satisfaction, and customer loyalty is still very limited, especially in Timor-Leste. This study aims to analyze the Segmentation, Targeting, and Positioning (STP) strategies implemented by Timor Plaza that affect consumer loyalty, which is mediated by consumer satisfaction. The population in this study were consumers, whose number is not known for certain. The determination of respondents was based on Lemeshow's theory, resulting in a total of 96 respondents. Respondents who will be the research subjects were determined using accidental sampling. The data analysis technique used statistical software; Partial Least Square-Structural Equation Modeling (PLS-SEM). Based on the results of the path analysis, it can be concluded that the segmentation strategy at Timor Plaza Mall is not yet effective because it does not have a significant influence on consumer satisfaction and loyalty. Targeting and positioning strategies are proven to have a positive and significant influence on consumer satisfaction and loyalty. Consumer satisfaction plays an important role in forming loyalty, indicating that a satisfying shopping experience strengthens emotional attachment and consumer behavior. The mediation results indicate the existence of complex dynamics in the mediation of satisfaction: there is no mediation between segmentation and loyalty, there is negative mediation in the relationship between targeting and loyalty, and inconsistent mediation in the relationship between positioning and loyalty, this indicates that direct and indirect influences can move in different directions. This study contributes valuable insights into the effectiveness of STP strategies in the context of Timor-Leste, especially within the retail sector, which has seen limited academic focus.
Co-Authors . Suwarta Achmad Yusuf Budianto Adawiyah, Rubiatul ADHITIA PRATAMA PUTRA Aditya Nugroho Adya Hermawati Agus Purnomo Sidi Ainun, Siti Nur Aloysius Ray Julian Kusdiantoro Amelia Lalompoh Amir Faisol Ana Agutina Ana Sopanah, Ana Anak Agung Istri Diah Jayanti Andika Ralunan Andriani, Della Anjaningrum, Widiya Dewi Anul, Klemensia Arie Chrisdianto arie chrisdianto Arief Purwanto Arif Subagiyo Aulia, Elcyntha Aura Chaerani Awen Tammah Azis, Santika Abd Briyan Saka Widyatna Buwana, Sudibyo Aji Narendra Choirul Anam chrisdianto, arie Daiva Permana Della Andriani Dewi Oktavia Putri Dharmayanti PH Dharmayanti Pri Handini ERWIN TAHIR exvan fajar bismart Gunarianto Gunarianto Handini, Dharmayanthi Pri Hanif Rani Iswari Heni Pujiastuti I Nengah Tamba I Wayan Purwa Ika Fatma Yulia Winda Jayanti INDAH DEWI NURHAYATI Intyas, Yekti Irfan Fatoni Jaime Gusmao Kartika Dewi S. S. Karyanto, Budi Khairul Khairul, Khairul Kirana, Prambayu Candra M. Rizki Satria Hutama Marlin Intopiana Mochammad Risky Moerjati Moerjati MOHAMMAD FAROM JUNIARYSAH MUH ASDAR Mukhlis H Mas'ud Mulyono Muryati Muryati Muryati Nasharuddin Mas Nasharuddin Mas Nasharuddin Mas Nasharuddin Mas nasharudiin mas Nasharudin Mas Niken Paramita Nova Risdiyanto Ismail Novita, Fira Nur Rasuna Intan Nurul Fadlilah Ony Devita Sintyasari R.Arif Suharsono RADITYO PUTRO ARSONO Raeny Purnamasari Rahayu, Yekti Intyas Rani Rahmadani Rebeca Rebeca Reynata, Irvan Candra Risky, Mochammad Riza Bahtiar Sulistyan Sarbini Sarbini, Sarbini Sari Wahyuni Setiawan, Roni Aldi sidarman sidarman SITI AISAH Siti Aisah Sodik Sodik, Sodik Soedjono Soedjono Soedjono Soedjono Sudibyo Aji Narendra Buwana Suhermin Suhermin Suhermin Suhermin Supriyadi, Ana Sopanah Survival survival survival Suwarta Suwarta Suwarta Syafruddin Syafruddin Syamsul Bahri Syamsul Bahri Tantrianingrum, Trisnurini TJUTJUK HARDIANTO Triyonowati Triyonowati Ulfi Alifatu Solihah Verdiyanata, Jimmi Febri Wahju Wulandari Wahyu Sri Winarni Widiya Rahmawati Widyatna, Briyan Saka Yekti Intyas Rahayu Yekti Intyas Rahayu Yogatama, Ahmad Nizar Yosep, Charles Zulkifli Zulkifli Zulkifli Zulkifli Zulkifli