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All Journal Akuisisi : Jurnal Akuntansi Syntax Literate: Jurnal Ilmiah Indonesia Jurnal Ilmiah Professional Indonesia Economac: Jurnal Ilmiah Ilmu Ekonomi Media Mahardhika Journal on Education JAE (Jurnal Akuntansi dan Ekonomi) JURNAL EKONOMI SAKTI (JES) Akrab Juara : Jurnal Ilmu-ilmu Sosial Journal of Technopreneurship on Economics and Business Review (JTEBR) Jurnal Revenue : Jurnal Ilmiah Akuntansi International Journal of Engagement and Empowerment (IJE2) Jurnal Bina Bangsa Ekonomika Bussman Journal : Indonesian Journal of Business and Management East Asian Journal of Multidisciplinary Research (EAJMR) Journal Of Human And Education (JAHE) Al Fiddhoh: Journal of Banking, Insurance, and Finance Forum Ilmiah Pendidikan Akuntansi (FIPA) Jurnal Pengabdian Mandiri TOFEDU: The Future of Education Journal INSANTA: JURNAL PENGABDIAN KEPADA MASYARAKAT Prosiding Seminar Nasional Unimus
Abdallah, Zachari
Unknown Affiliation
Arts Humanities Biochemistry, Genetics & Molecular Biology Chemistry Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Engineering Environmental Science Health Professions Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Mathematics Medicine & Pharmacology Nursing Physics Public Health Social Sciences Other

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Journal : Media Mahardhika

 1 
PENERAPAN STRATEGI SEGMENTASI, TARGETING, DAN POSITIONING (STP) TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN PADA CAFÉ LAMANDA SUNGAI PENUH Ayu Lestari, Anggia; Liantifa, Melifia; Abdallah, Zachari
Media Mahardhika Vol. 24 No. 2 (2026): January 2026
Publisher : STIE Mahardhika

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29062/mahardika.v24i2.1449

Abstract

Increasingly fierce business competition requires businesses to implement appropriate marketing strategies to attract and retain consumers. One important strategy in marketing is Segmentation, Targeting, and Positioning (STP). This study aims to analyze the application of STP strategies on consumer purchasing decisions at Café Lamanda Sungai Penuh. This study uses a quantitative approach with a survey method. Data were collected through questionnaires distributed to consumers who had purchased products, then analyzed using descriptive and inferential statistical analysis. The results show that segmentation, targeting, and positioning strategies have a positive and significant effect on consumer purchasing decisions. Among the three variables, positioning has the most dominant influence in shaping consumer perceptions and preferences. These findings indicate that the application of the right STP strategy can increase marketing effectiveness and encourage consumer purchasing decisions. Therefore, business actors are advised to understand market characteristics, determine the appropriate target consumers, and build a strong product image in order to be able to compete sustainably.
Co-Authors - Maryanto Afdhal Chatra Perdana Anisa Putri Ayu Esteka Sari Ayu Esteka Sari Ayu Lestari, Anggia Carolina, Cyntia Dede Pramurza Dewi Suryani Gampo Haryono Ida Yusnita Iin Syofia Yandra Kurniawan , Irgi Lestari, Anggia Ayu Liantifa, Melifia Maryanto Maryanto - Maryanto . Maryanto Maryanto Netty Herawaty Nurapni Jami Putri Nurapni Jami Putri Putri, Nurapni Jami Rafiqi, Aufa Rika Desiyanti Rio Baviga Siswadhi, Ferry SRI RAHAYU Surya, Tiara Lilis Teti Ramadhani Vania, Gebrella Zarida Yudi Yudi Zano, Jovan Agnistio Zesmi Kusmila