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All Journal Nian Tana Sikka: Jurnal Ilmiah Mahasiswa
M. Ichwan Musa
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Agriculture, Biological Sciences & Forestry Humanities Computer Science & IT Education Languange, Linguistic, Communication & Media Social Sciences

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Analisis Segmentation, Targeting, Dan Positioning (STP) Terhadap Pembelian Pada Restoran Mbak Daeng Abdesir Suriansyah; M. Ikhwan Maulana; Zainal Ruma; Muhammad Ilham Wardhana Haeruddin; M. Ichwan Musa
Nian Tana Sikka : Jurnal ilmiah Mahasiswa Vol. 3 No. 3 (2025): Nian Tana Sikka : Jurnal ilmiah Mahasiswa
Publisher : Fakultas Ekonomi & Bisnis, Universitas Nusa Nipa

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59603/niantanasikka.v3i3.847

Abstract

Segmentation, Targeting, and Positioning (STP) Analysis of Purchases at Mbak Daeng Abdesir Restaurant. Thesis Management Study Program, Faculty of Economics and Business, Makassar State University Supervised by Muhammad Ikhwan Maulana and Zainal Ruma. This study aims to determine the effect of segmentation, targeting, and positioning (STP) on purchases at Mbak Daeng Abdesir Restaurant. This research variable consists of segmentation, targeting and positioning as independent variables, purchase as the dependent variable. This type of research is quantitative associative in nature. The data collection technique was carried out by distributing questionnaires to consumers. The data analysis technique uses multiple regression with the help of SPSS software version 27. The results of this study indicate that Segmentation and Targeting have a positive and significant effect on purchases partially. Meanwhile, Positioning has no effect on purchases. However, simultaneously Segmentation, Targeting, and Positioning (STP) have a positive and significant effect on purchases at Mbak Daeng Abdesir Restaurant.
Co-Authors M. Ikhwan Maulana Suriansyah Zainal Ruma