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All Journal Journal of Economic, Bussines and Accounting (COSTING) AKSIOMA : Jurnal Sains Ekonomi dan Edukasi
M. Dakhri Sanusi
Politeknik Lembaga Pendidikan dan Pengembangan Profesi Indonesia Makassar
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Law, Crime, Criminology & Criminal Justice Social Sciences

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Penerapan Strategi Segmenting dan Targeting dalam meningkatkan Kinerja Pemasaran: Literatur review Agus Suyatno; Syarifuddin Arief; Muhammad Asir; Muh. Abduh. Anwar; M. Dakhri Sanusi
Journal of Economic, Bussines and Accounting (COSTING) Vol 6 No 2 (2023): COSTING : Journal of Economic, Bussines and Accounting
Publisher : Institut Penelitian Matematika, Komputer, Keperawatan, Pendidikan dan Ekonomi (IPM2KPE)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31539/costing.v6i2.5434

Abstract

This paper aims to analyze the Implementation of Segmenting and Targeting Strategies in improving Marketing Performance through analysis of literature reviews in the field of marketing management. The method used in this study is a literature study by reviewing some of the results of previous studies. The writing approach in this scientific article is to use qualitative methods and library research with the help of the latest references obtained from Google Schoolers and Mendeley citation searches. The results of the research were analyzed and used as material for discussion to determine the answers to the problems of applying segmentation and targeting strategies in marketing by companies. The results of the literature review show that the existence of a Segmenting and Targeting Strategy implemented by a company can have a positive impact on marketing performance. The implementation of segmenting and targeting strategies is needed by a businessman to increase the marketing value of the products being sold. This is because segmenting and targeting strategies have a positive influence on marketing performance. The better the segmenting and targeting strategies are carried out, the higher the sales that will be generated. Keywords: Marketing Performance, Literature Review, Segmenting, Targeting.
Analisis Strategi Pemasaran Produk Bisnis UMKM SANT Dessert di Kota Makassar Nur Azizah Putri Dinanti; M. Abduh Idris; M. Dakhri Sanusi; Syafrimansyah Syafrimansyah; Sudirman Sudirman
AKSIOMA : Jurnal Sains Ekonomi dan Edukasi Vol. 3 No. 8 (2026): AKSIOMA : Jurnal Sains, Ekonomi dan Edukasi
Publisher : Lembaga Pendidikan dan Penelitian Manggala Institute

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62335/aksioma.v3i8.2899

Abstract

Analysis of Product Marketing Strategies of SANT Dessert MSME in Makassar City." This study aims to analyze the marketing strategies implemented by SANT Dessert MSME in Makassar City based on the Marketing Mix (4P) approach, which consists of product, price, place, and promotion. The study employed a descriptive qualitative research method. Data were collected through direct observation, in-depth interviews with the business owner, and documentation, and were analyzed using descriptive qualitative analysis techniques. The findings indicate that the product strategy focuses on maintaining the quality of raw materials, developing innovative product variants, and utilizing attractive and hygienic packaging. The pricing strategy is implemented by setting competitive prices that match consumers' purchasing power without compromising product quality. The place strategy is supported by a strategic business location and the utilization of digital ordering services, enabling wider market distribution. Meanwhile, the promotion strategy is carried out through social media marketing, live streaming, and participation in various MSME exhibitions and local bazaars. The integration of conventional and digital marketing strategies has proven effective in enhancing business competitiveness, expanding market reach, increasing consumer trust, and strengthening the brand image of SANT Dessert in Makassar City. This study implies that the implementation of the Marketing Mix integrated with digital transformation represents an effective strategy for culinary MSMEs in responding to increasingly competitive business environments.
Peran Data-Driven Decision Making dalam Meningkatkan Kinerja Penjualan Regional pada Perusahaan Edutech Miftahul Jannah; M. Dakhri Sanusi; Sudirman Sudirman; Syafrimansyah Syafrimansyah
AKSIOMA : Jurnal Sains Ekonomi dan Edukasi Vol. 3 No. 8 (2026): AKSIOMA : Jurnal Sains, Ekonomi dan Edukasi
Publisher : Lembaga Pendidikan dan Penelitian Manggala Institute

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62335/aksioma.v3i8.2900

Abstract

In the digital era, the ability to make data-driven decisions has become a strategic factor in improving organizational performance, particularly in the Educational Technology (EduTech) industry. This study aims to analyze the role of Data-Driven Decision Making (DDDM) in improving regional sales performance at an EduTech company. A quantitative approach was employed using a simple linear regression analysis based on the company's implementation of DDDM and regional sales data from 2023 to 2025. The data were analyzed using descriptive statistics, correlation analysis, coefficient of determination, and simple linear regression to examine the relationship between DDDM implementation and regional sales performance. The findings indicate that the implementation of DDDM increased from 60% in 2023 to 75% in 2024 and 88% in 2025. During the same period, regional sales increased from IDR 350,000,000 in 2023 to IDR 700,000,000 in 2024 and reached IDR 1,200,000,000 in 2025. The regression analysis produced the equation Ŷ = -1,493,251,273 + 30,178,268.25X, with a correlation coefficient (r) of 0.9898, indicating a very strong positive relationship, and a coefficient of determination (R²) of 0.9798, suggesting that 97.98% of the variation in regional sales performance is explained by the implementation of DDDM. These findings demonstrate that data-driven decision-making contributes significantly to improving business strategy formulation, operational efficiency, digital marketing effectiveness, and regional sales performance in the EduTech sector. Therefore, optimizing the implementation of DDDM is essential for enhancing organizational competitiveness and achieving sustainable business growth in the digital business environment.
Co-Authors Agus Suyatno M. Abduh Idris Miftahul Jannah Muh. Abduh Anwar Muhammad Asir Nur Azizah Putri Dinanti Sudirman Sudirman Syafrimansyah Syafrimansyah Syarifuddin Arief