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All Journal Santhet: (Jurnal Sejarah, Pendidikan Dan Humaniora) International Journal of Social Science, Educational, Economics, Agriculture Research, and Technology (IJSET) JURNAL AGROINDUSTRI HALAL Educandumedia: Jurnal Ilmu Pendidikan dan Kependidikan Bogor Hospitality Journal Jurnal Teknik Industri Tuwah Pande
Saleha
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Agriculture, Biological Sciences & Forestry Humanities Computer Science & IT Control & Systems Engineering Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Engineering Environmental Science Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Materials Science & Nanotechnology Mechanical Engineering Social Sciences Other

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THE INFLUENCE OF SEGMENTING, TARGETING, AND POSITIONING ON CONSUMER PURCHASE DECISIONS AT MALIKA BAKERY & CAKE SHOP IN LHOKSEUMAWE CITY Saleha; T. Edyansyah; Sapna Biby; Muchsin
International Journal of Social Science, Educational, Economics, Agriculture Research and Technology (IJSET) Vol. 4 No. 12 (2025): NOVEMBER
Publisher : RADJA PUBLIKA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54443/ijset.v4i12.1121

Abstract

This study aims to analyze the effect of Segmenting, Targeting, and Positioning (STP) on consumer purchase decisions at Malika Bakery & Cake Shop in Lhokseumawe City. A quantitative approach with a survey method was employed, using structured questionnaires distributed to 115 respondents selected through purposive sampling. The collected data were analyzed using multiple linear regression with the help of SPSS software. The results show that all three independent variables—Segmenting, Targeting, and Positioning—have a positive and significant influence on purchase decisions, both partially and simultaneously. The coefficient of determination (R²) value of 55.2% indicates that consumer purchase decisions are largely influenced by the STP model, while the remaining 44.8% is explained by other external factors. These findings confirm that an effective implementation of STP strategies can enhance consumer interest and loyalty and serve as a strategic reference for MSMEs in developing more targeted marketing efforts.
Co-Authors AMINUDIN Batubara, Rima Pratiwi Dutho Suh Utomo James Marudut La Ode Ahmad Safar Tosungku, La Ode Ahmad Safar MUCHSIN Novira Arafah ramayani, Nurmisda Rekaza Akbar Sapna Biby Sekti Rahardjo Setiawan, Aditya Sugih Siti Aisyah Sriwulandari, Tatik T. Edyansyah, T. Edyansyah Tatik Sriwulandari Untari, Rini