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All Journal Journal of Economic, Bussines and Accounting (COSTING) Jurnal Ilmiah Edunomika (JIE) Jurnal Multidisiplin West Science West Science Business and Management West Science Journal Economic and Entrepreneurship
Asep Supriadi
Universitas Sultan Ageng Tirtayasa
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education

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Journal : West Science Business and Management

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Analysis of Market Segmentation and Targeting on Market Growth Mediated by Marketing Ability on Android Products in Banten Asep Supriadi
West Science Business and Management Vol. 1 No. 05 (2023): West Science Business and Management
Publisher : Westscience Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58812/wsbm.v1i05.430

Abstract

This research delves into the Android product market in Banten, aiming to analyze the interplay between market segmentation, targeting strategies, marketing ability, and market growth. A sample of 287 participants provided insights into demographic characteristics, technology adoption patterns, and income levels. Employing Structural Equation Modeling with Partial Least Squares (PLS-4), the study revealed significant direct effects of market segmentation and targeting strategies on market growth. Marketing ability emerged as a crucial mediator, indicating its pivotal role in translating segmentation and targeting efforts into tangible market outcomes. The model demonstrated a strong fit, supported by high goodness-of-fit and normed fit indices. R² and Q² metrics underscored the model's explanatory power and predictive relevance for market growth. The findings offer actionable insights for businesses, emphasizing the importance of tailored strategies and the enhancement of marketing capabilities for sustained market growth.
Co-Authors Ade Fitriyatunnisa Degdo Suprayitno Dyan Triana Putra Efendi Sugianto Eva Purnamasari Eva Yuniarti Utami Fauza Afni Fina Amalia Masri Idam Wahyudi Lutfi, Lutfi Mohammad Gifari Sono Musran Munizu Nia Rifanda Putri Rissa Megavitry Suseno, Bambang Dwi Taufik, Edi Rahmat