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All Journal Journal of Bussines Management Basic
Nurfonda, Alfi Novia
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Economics, Econometrics & Finance Other

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Analysis of Segmenting, Targeting, And Positioning At PT. Harnawangsa Persada Abadi Sumedang Nurfonda, Alfi Novia; Amanda, Helles; Karmila, Ila
Journal of Bussines Management Basic Vol 7 No 2 (2025): Journal of bussines management
Publisher : Universitas Sebelas April, Fakultas Ekonomi dan Bisnis

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Abstract

This study aims to analyze the application of Segmenting, Targeting, and Positioning in PT. Harnawangsa Persada Abadi Sumedang especially in its business unit Sapphire City Park. The research method used was qualitative descriptive with data collection techniques through observation, interviews, documents, and triangulation of seven research informants. Data analysis was carried out using data collection, data reduction, data presentation, and conclusion drawn. The results of the study show that the segmentation applied by PT. Harnawangsa Persada Abadi Sumedang targets consumers from the inner and outer regions of the city of Sumedang, focusing on the upper middle class without age and gender restrictions, with a healthy and modern lifestyle that likes the outdoors and needs venue services for various types of events. The targeting strategy is focused on individuals, corporations and government agencies as the main target market, by providing a choice of venues, for private events, business activities, and formal events. The positioning strategy is built by creating an image as a venue service provider with a garden view concept that offers a beautiful, comfortable, exclusive, and memorable atmosphere. To improve Segmenting, Targeting and Positioning strategies, companies are advised to optimize digital marketing, make price adjustments, and encourage service innovation.
Utilization of Digital Marketing in Maintain Brand Loyalty and Increasing Sales of Opak Oded Anggini, Megah Dewi Anggini; Nurfonda, Alfi Novia
Journal of Bussines Management Basic Vol 6 No 1 (2024): Journal of bussines management
Publisher : Universitas Sebelas April, Fakultas Ekonomi dan Bisnis

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33481/jobm.v6i1.1353

Abstract

The focus of the research is on the use of digital marketing in maintaining brand loyalty and increasing sales opak oded. The aim of the research is to determine the use of digital marketing in maintaining brand loyalty and increasing Opak Oded sales, strategies for building consumer loyalty and the factors that hinder the use of digital marketing in maintaining brand loyalty and increasing Opak Oded sales. This research is motivated by the use of digital marketing which is an efficient way to promote and advertise products. Using data analysis carried out by Miles and Huberman (1984), namely data reduction, data presentation, and drawing conclusions. The results and discussion obtained by digital marketing are a form of activity to market or promote products using sophisticated technology, and in maintaining and maintaining brand loyalty for Opak Oded products, namely being able to create loyalty from consumers in terms of taste quality. This has continued for decades in sales of opaque oded products until now. Of course it will have a positive effect on increasing sales. Moreover, with good use of digital marketing, such as through advertising and successful endorsements, more profits can be obtained from increasing consumer demand.
Co-Authors Amanda, Helles Anggini, Megah Dewi Anggini Karmila, Ila