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All Journal Jurnal Ilmiah Universitas Batanghari Jambi J-MAS (Jurnal Manajemen dan Sains) Eksis: Jurnal Ilmiah Ekonomi dan Bisnis Dinasti International Journal of Management Science Dinasti International Journal of Education Management and Social Science Dinasti International Journal of Digital Business Management Value : Journal of Management and Business
Anaseputri Jamira
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Agriculture, Biological Sciences & Forestry Civil Engineering, Building, Construction & Architecture Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Industrial & Manufacturing Engineering Law, Crime, Criminology & Criminal Justice Social Sciences Other

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ANALISIS SEGMENTASI, TARGETING DAN POSITIONING STUDI KASUS KERIPIK KENTANG LEO Anaseputri Jamira
Jurnal Ilmiah Universitas Batanghari Jambi Vol 17, No 3 (2017): Oktober
Publisher : Universitas Batanghari Jambi

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (432.804 KB) | DOI: 10.33087/jiubj.v17i3.417

Abstract

The purpose of this study is to find out Segmenting, Targeting, and Positioning (STP) of Leo Potato Crisps Snack from Garudafood. To analyze segmenting, targeting, and positioning of Leo, descriptive method reflecting the execution of STP is used. The data used include primary and secondary data. The data obtained is then analyzed by qualitative analysis and then compared with related theories. The results show that Leo brand chose market specialization that the target market is teenagers, junior high school students, ranging from age 13-15 years. Leo brand is positioned as a potato crisps product with relatively cheaper price and more content volume (Attribute Positioning). This is in accordance with the tag line that is always communicated is "Lebih Banyak, Lebih Puas". This study focused only STP analysis, and for future study, the complex research can be developed that analyze all marketing strategy and program of a product or services. Keywords: segmenting, targeting, positioning
Peran Customer Value dalam Memediasi Green Marketing terhadap Keputusan Pembelian Mobil Low Cost Green Car (LCGC) di Kota Jambi Anaseputri Jamira; Andri Yandi
J-MAS (Jurnal Manajemen dan Sains) Vol 4, No 2 (2019): Oktober
Publisher : Universitas Batanghari

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (1006.312 KB) | DOI: 10.33087/jmas.v4i2.124

Abstract

The purpose of this study is to examine the relationship between green marketing, customer value, and purchasing decision of Low Cost Green Car (LCGC) in Jambi City. To analyze customer value as mediating or intervening variable, Path Analysis with SPSS for Windows 21.0. software is used to confirm the relationship between variables. There are 120 respondents who are as Low Cost Green Car (LCGC) consumer and decision maker of buying it in Jambi City, that participated in this research by fulfill questionnaires. The results show that green marketing and customer value are important variables which each variable has influence on purchasing decision, and customer value acts as a mediating variable of green marketing to purchasing decision. This study needs to be followed up again to see what factors are can influence the decision to purchase a Low Cost Green Car (LCGC) in Jambi City.              
Penerapan Business Model Canvas (BMC): Petani Muda Kelapa Sawit Jambi Anaseputri Jamira; Fachruddin Razi; Yulita Febriani
Eksis: Jurnal Ilmiah Ekonomi dan Bisnis Vol 13, No 1 (2022): Mei
Publisher : Universitas Batanghari Jambi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33087/eksis.v13i1.294

Abstract

The purpose of this study is to apply the Business Model Canvas (BMC) to the business of oil palm farmers owned by young people in Jambi Province. This study used qualitative research methods through a descriptive approach and case studies. The analytical tool in this study used the Business Model Canvas (BMC). An in-depth analysis is carried out on business activities and the environment. The research sample amounted to 5 people determined by the purposive sampling method. Primary data was obtained through surveys, observations, and interviews, while secondary data was obtained through literature review. The results of the analysis with 9 components of BMC show that in general, oil palm farmers experience limited resources in plantation management to the selling process. The business development strategy that can be carried out is to look for Key Partners to support all fulfillment of the limited resources of Farmers in running a plantation business in a better and optimal manner. Key Partners in the form of “Support System” can be found or formed with the help of other parties. Synergistic Government, Companies, Educational Institutions (GCE) are needed, both at the policy level, as well as technically in an applicable and sustainable manner. The future research can be developed into qualitative and quantitative research, on different objects, with more complex models, involving more than one general business strategy development method such as SWOT Analysis and Blue Ocean Strategy, to marketing strategy, marketing mix, and promotion mix. for more in-depth and complex analysis.
Layanan Purna Jual terhadap Kepuasan Konsumen (Studi Kasus Sepeda Motor Honda pada Bengkel Ahass PT. Mega Wahana Pesona Sengeti Muaro Jambi) Irwan Dwi Saputra Pardede; Fachruddin Razi; Anaseputri Jamira; Yulita Febriani
Jurnal Ilmiah Universitas Batanghari Jambi Vol 23, No 1 (2023): Februari
Publisher : Universitas Batanghari Jambi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33087/jiubj.v23i1.3613

Abstract

This study had purpose to find out how the influence of After-Sales Service on Consumer Satisfaction with a Case Study of Honda Motorcycles at the Ahass Workshop of PT. Mega Wahana Pesona Sengeti Muaro Jambi. The analysis used in this study is multiple linear regression on a sample of 100 respondents who are consumers at the Ahass workshop at the PT. Mega Wahana Pesona Sengeti Muaro Jambi. The results showed that there was a positive and significant effect of after-sales service on customer satisfaction at Ahass workshop at PT. Mega Wahana Pesona Sengeti Muaro Jambi. The company is expected to improve inventory management to ensure that the supply of accessories or spare parts does not wait too long. The company is also expected to optimize the promotion mix to improve the company's brand image. Future researchers are expected to develop research by examining other elements that are not present in this study, and not using simple models to obtain better research results.
Strategi Peningkatan Kinerja SDM di Waralaba “Kopi Titik Koma” The Hok Jambi Anaseputri Jamira; Fachruddin Razi; Muhammad Amali; Yulita Febriani
Eksis: Jurnal Ilmiah Ekonomi dan Bisnis Vol 14, No 1 (2023): Mei
Publisher : Universitas Batanghari Jambi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33087/eksis.v14i1.362

Abstract

This study aims to formulate a strategy for improving the performance of Human Resources (HR) at The Hok Coffee Shop "Kopi Titik Koma" - Jambi City by using SWOT Analysis. Direct interviews, surveys, and observations were used to obtain data which were then analyzed using the SWOT method. The results of this study show that integrative strategies and SO (Strengths and Opportunities) strategies that can be used include developing performance through workshops, collaborating with partners, and maximizing promotions to customers. This research is still limited to the IE Matrix. In the future, a series of strategic management analysis tools can be used to obtain more optimal input for making management decisions.
Analisis Studi Kasus Produk Indomie di Nigeria: Positioning, Promotion, dan Channel Management Jamira, Anaseputri; Razi, Fachruddin
Eksis: Jurnal Ilmiah Ekonomi dan Bisnis Vol 15, No 1 (2024): Mei
Publisher : Universitas Batanghari Jambi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33087/eksis.v15i1.435

Abstract

This research discusses an organization that is involved in global marketing, which focuses its resources on global market opportunities and threats. The research object is Indofood with its product Indomie. The problems discussed relate to Indofood's marketing strategy for Indomie brand noodle products in Nigeria, seen from how Indomie shapes perceptions in the minds of the Nigerian people (positioning), how Indomie carries out promotional activities in Nigeria to encourage sales, and how Indomie is distributed in various remote areas in Nigeria. This type of research is descriptive with case study research techniques, which uses primary and secondary data. Indomie in Nigeria has successfully dominated the market and continues to develop as the strongest instant noodle brand through the right combination of good product strategy and affordable prices, the right positioning, integrated promotions and aggressive distribution. The company is expected to continue to strengthen its business through creating competitive advantages. This research is specific, where it only focuses on a few small parts of marketing strategies or activities, which can be followed up and developed further in the future.
Strategi Pemasaran STP (Segmenting, Targeting, and Positioning) Sepeda Motor Yamaha NMAX di Indonesia Jamira, Anaseputri; Iskandar, Fadil
Jurnal Ilmiah Universitas Batanghari Jambi Vol 25, No 1 (2025): Februari
Publisher : Universitas Batanghari Jambi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33087/jiubj.v25i1.6091

Abstract

This study aims to analyze the Segmenting, Targeting, and Positioning (STP) Marketing Strategy of the Nmax Automatic Motorcycle produced by Yamaha. To study the Segmenting, Targeting, and Positioning of the Yamaha Nmax Automatic Motorcycle, a descriptive approach is used that describes the implementation of the STP. The types of data used include primary and secondary data. The data that has been collected is then analyzed using a qualitative approach, which involves comparison with relevant theories. The results of the study obtained show that the Yamaha Nmax Automatic Motorcycle divides the market based on demographic and psychographic variables; uses a "Full Market Coverage" targeting strategy, where many products serve many segments; and positions itself as a premium "big" automatic scooter type motorcycle in its class, which is in line with the meaning of the name, spirit, tagline echoed by the manufacturer to the minds of Indonesian consumers. The Nmax manufacturer must continue to be able to be consistent and agile in innovating, in terms of marketing strategy and the company's overall business strategy, which will optimally support and create competitive advantages in order to continue to compete and exist. The researcher only limited the research to the analysis of STP Marketing Strategy, so that more complex research involving marketing strategy and comprehensive marketing program, as well as comprehensive company strategy analysis, can be conducted to obtain more relevant and superior results.
Traveloka.com's e-Commerce Service Quality toward Consumer Satisfaction (Case Study: Students at Batanghari University) Jamira, Anaseputri; Asmas, Denny; Amali, Muhammad
Dinasti International Journal of Management Science Vol. 6 No. 6 (2025): Dinasti International Journal of Management Science (July - August 2025)
Publisher : Dinasti Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38035/dijms.v6i6.5515

Abstract

The phenomenon of the development of the tourism sector is claimed to be one of the Strategic Pillars capable of driving the national economy. On the other hand, technological developments in the digital era have given birth to and triggered the development of e-commerce in the tourism sector with the Traveloka.com platform as the champion. Therefore, the purpose of this study is to see how the Quality of Traveloka.com's e-Commerce Services affects User (Consumer) Satisfaction by involving 98 students from Batanghari University (UNBARI) Jambi as respondents. The Combined Research Method was used with Regression analysis tools. The results show that the Quality of Traveloka.com's e-Commerce Services has a positive and significant effect on User Satisfaction. Traveloka.com's e-Commerce Management is expected to improve the performance of the main system, other support systems, and ensure its best performance runs continuously
Analisis Strategi Bisnis UMKM Jambi “Wonderfulplan.Jasadekor” dengan Metode Business Model Canvas (BMC) Jamira, Anaseputri; Asmas, Denny
Jurnal Ilmiah Universitas Batanghari Jambi Vol 24, No 1 (2024): Februari
Publisher : Universitas Batanghari Jambi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33087/jiubj.v24i1.4687

Abstract

This research aims to answer the problem of how to describe the Business Model and Business Strategy Analysis of UMKM Jambi "Wonderfulplan.JasaDekor" using the Business Model Canvas (BMC) Method. This is thought to be an effort to avoid stagnant UMKM growth. The decoration services business sector was chosen as one of the current business trends, in addition to the coffee business trend which was previously discussed in previous research. Qualitative research, with a descriptive approach and case studies is used to answer problems. The policy design and strategic steps that can be provided to optimize the management performance of "Wonderfulplan.JasaDekor" are a combination of improving the performance of Key Partners (KP) and Customer Relationships (CR), which will create a new Value Proposition (VP) and optimize the Value Proposition (VP) previously, thus providing better Revenue Streams (RS) and being able to fulfill appropriate Cost Structures (CsS), as well as providing more optimal profit margins.
The STP Marketing Strategy of Toyota Agya and the Influence of Brand Image on Consumer Purchase Decisions in Jambi City Jamira, Anaseputri; Asmas, Denny; Amali, Muhammad
Dinasti International Journal of Digital Business Management Vol. 6 No. 6 (2025): Dinasti International Journal of Digital Business Management (October - Novembe
Publisher : Dinasti Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38035/dijdbm.v6i6.5871

Abstract

Brand image plays a significant role in influencing consumer purchasing decisions. This study aims to describe the relationship between brand image, purchasing decisions, and the STP (Segmentation, Targeting, and Positioning) marketing strategy of Toyota Agya in Jambi City. This study uses a quantitative descriptive method, with data analyzed using SPSS through a simple linear regression model. The results show that brand image has a significant positive effect on consumer purchasing decisions in Jambi City. Furthermore, based on the STP analysis, segmentation focuses on urban middle-income consumers seeking affordable, fuel-efficient, and compact vehicles. The targeting strategy emphasizes young professionals, small families, and first-time car buyers who value practicality and cost efficiency. Meanwhile, the positioning strategy presents the product as an economical city car that offers reliability, safety, and a modern design supported by a strong brand reputation. Overall, the results of the study indicate that an effective STP marketing strategy, combined with a strong brand image, significantly influences consumer purchasing decisions.
Co-Authors Agustiningsih, Nur Denny Asmas, Denny Fachruddin Razi Fachruddin Razi Fachruddin Razi, Fachruddin Fadil Iskandar, Fadil Febriani, Yulita Irwan Dwi Saputra Pardede Muhammad Amali Muhammad Amali Muhammad Amali, Muhammad Nur Agustiningsih Yandi, Andri Yulita Febriani Yulita Febriani Yulita Febriani