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Pandunegoro, Satria Luhur
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Decision Sciences, Operations Research & Management Environmental Science Social Sciences

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PEMANFAATAN STRATEGI SEGMENTING, TARGETING, DAN POSITIONING PADA LAYANAN JASA CUCI Pandunegoro, Satria Luhur; Isharina, Ikhtiara Kaideni
Jurnal Kewirausahaan dan Inovasi Vol. 2 No. 4 (2023)
Publisher : Fakultas Ekonomi dan Bisnis Universitas Brawijaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21776/jki.2023.02.4.12

Abstract

The objectives of this study are to identify the characteristics of the market segment for Bettercare and to pinpoint the suitable target segments for the wash service business, to which efforts to place the products in the targeted customers’ mind were made. This quantitative descriptive research measures a certain social phenomenon without conducting hypothesis testing. From the population of Bettercare customers in South Tangerang and South Jakarta, using purposive sampling with the criteria of people who have used the company’s helmet washing service at least once, eighty respondents were acquired. The validity and reliability of the research instruments have been assessed. The incorporation of cluster method for the data analysis resulted in that the market segment for Bettercare was service can be classified into two segments: the Confidence Group and the Exclusive Group. Further, the more appropriate segment to be targeted by Bettercare is the Confidence Group.
Co-Authors Ikhtiara Kaideni Isharina