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All Journal Jurnal Riset Rumpun Ilmu Ekonomi (JURRIE) Jurnal Publikasi Sistem Informasi dan Manajemen Bisnis
Nanny Artatina Bu’ulolo
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Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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Analisis Perilaku Konsumen dalam Pengambilan Keputusan Pembelian Produk Eiger di Toko Eiger Kota Gunungsitoli Hendriwan Novan Berkat Lase; Yupiter Mendrofa; Aferiaman Telaumbanua; Nanny Artatina Bu’ulolo
Jurnal Riset Rumpun Ilmu Ekonomi Vol. 4 No. 2 (2025): Oktober: Jurnal Riset Rumpun Ilmu Ekonomi
Publisher : Lembaga Pengembangan Kinerja Dosen

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55606/jurrie.v4i2.6518

Abstract

This research is motivated by the phenomenon of diverse consumer behavior in making purchase decisions for Eiger products at the Eiger Store in Gunungsitoli City, particularly amid the rapid growth of online stores and price competition from general stores such as Mr. DIY. This study aims to identify the factors influencing consumer behavior and to understand the process of purchase decision-making for Eiger products. The method employed is descriptive qualitative, with data collection techniques comprising in-depth interviews, observation, and documentation. The findings indicate that consumer behavior is influenced by internal factors, such as personal motivation and an active lifestyle in outdoor activities, as well as external factors including a strong brand image, high product quality, social recommendations from family and friends, and friendly and informative store service. The results of this study are expected to provide valuable input for store management in formulating more effective marketing strategies to enhance competitiveness in the local market
Pengaruh Strategi Segmentasi Pasar terhadap Kepuasan Pelanggan Kartu Telkomsel di PT Narindo Solusi Telekomunikasi Kota Gunungsitoli Fostina Fosilai Dachi; Maria Magdalena Bate’e; Nanny Artatina Bu’ulolo; Martha Surya Dinata Mendrofa
Jurnal Publikasi Sistem Informasi dan Manajemen Bisnis Vol. 5 No. 3 (2026): September : Jurnal Publikasi Sistem Informasi dan Manajemen Bisnis
Publisher : Pusat Riset dan Inovasi Nasional

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55606/jupsim.v5i3.8111

Abstract

This study aims to determine the effect of market segmentation strategy on customer satisfaction of Telkomsel card users at PT Narindo Solusi Telekomunikasi, Gunungsitoli City, and to measure the magnitude of its effect. This research was motivated by the mismatch between the implementation of market segmentation and customer needs, reflected in complaints regarding service package suitability, network quality, and differences in customer characteristics. The study employed a quantitative survey approach. The population consisted of 4,000 Telkomsel customers, while 98 respondents were selected using purposive sampling. Data were collected through a five-point Likert-scale questionnaire and analyzed using descriptive statistics, validity and reliability tests, classical assumption tests, simple linear regression, coefficient of determination (R²), and t-test with IBM SPSS Statistics version 27. The results show that market segmentation strategy has a positive and significant effect on customer satisfaction. The regression coefficient is 0.717, t-count is 20.292, and significance is <0.001. The correlation coefficient (R) is 0.901, while R² is 0.811, indicating that 81.1% of the variation in customer satisfaction is explained by market segmentation strategy. These findings indicate that more accurate segmentation based on demographic, geographic, psychographic, and behavioral characteristics can improve customer satisfaction.
Co-Authors Aferiaman Telaumbanua Fostina Fosilai Dachi Hendriwan Novan Berkat Lase Idarni Harefa Intan Permata Hati Hulu Maria Magdalena Bate’e Martha Surya Dinata Mendrofa Tri Hartati Sukartini Hulu Yupiter Mendrofa