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All Journal Ekonomi Bisnis EKONOMIKA45 Lokawati: Jurnal Penelitian Manajemen dan Inovasi Riset Jurnal Manuhara: Pusat Penelitian Ilmu Manajemen Dan Bisnis Jurnal Nuansa: Publikasi Ilmu Manajemen dan Ekonomi Syariah
Kartawan Kartawan
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Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

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Journal : Lokawati: Jurnal Penelitian Manajemen dan Inovasi Riset

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The Influence of Segmenting and Targeting on Consumer Satisfaction Through Purchasing Decisions as an Intervening Variable: Survey of Consumers of CIO Herbal, Syakira Herbal and Salma Herbal Tasikmalaya Ricky Wahyudin; Kartawan Kartawan; Dedi Rudiana
Lokawati : Jurnal Penelitian Manajemen dan Inovasi Riset Vol. 2 No. 3 (2024): Mei : Jurnal Penelitian Manajemen dan Inovasi Riset
Publisher : Asosiasi Riset Ilmu Manajemen Kewirausahaan dan Bisnis Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61132/lokawati.v2i3.864

Abstract

The purpose of this research is to determine and analyze the influence of segmenting and targeting on consumer satisfaction through purchasing decisions as an intervening survey variable for consumers of Cio Herbal, Syakira Herbal and Salma Herbal Tasikmalaya. The research method used is survey and quantitative methods. This research used a sample of 220 consumers of Cio Herbal, Syakira Herbal and Salma Herbal Tasikalaya. The sampling technique used was purposive sampling. Meanwhile, the data analysis technique uses Structural Equation Model (SEM) analysis. The results of the research show that there is an influence of Segmenting and Targeting on Consumer Satisfaction through Purchasing Decisions as an Intervening Variable in Consumers of Cio Herbal, Syakira Herbal and Salma Herbal Tasikmalaya both partially and simultaneously, meaning that the more focused segmenting and targeting is applied to CIO Herbal, Syakira Herbal and Salma Herbal Tasikmalaya, purchasing decisions will increase so that consumer satisfaction will also increase
Co-Authors Andriyani Saputra Dedi Rudiana Dian Kurniawan Edy Suroso Gina Gayatri Irma Normalia Lucky Radi Rinandiyana Ratih Indriane Septiani Ricky Wahyudin Subhan Riyanto Yusuf Abdullah