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All Journal Media Mahardhika SABBHATA YATRA : Jurnal Pariwisata dan Budaya
Ayu Lestari, Anggia
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Religion Arts Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Languange, Linguistic, Communication & Media Social Sciences

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Journal : Media Mahardhika

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PENGARUH BAURAN PEMASARAN TERHADAP KEPUTUSAN BERKUNJUNG WISATAWAN DI TAMAN PUTRI TUNGGAL KABUPATEN KERINCI Ayu Lestari, Anggia
Media Mahardhika Vol. 23 No. 2 (2025): January 2025
Publisher : STIE Mahardhika

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29062/mahardika.v23i2.1254

Abstract

This study aims to analyze and explain the significant impact of the marketing mix on tourist decisions to visit Taman Putri Tunggal, Kerinci district. The variables of this study include product, place, price and promotion on tourist interest. The population is all tourists who visit Taman Putri Tunggal. A sample of 100 respondents was selected to represent this population. Multiple regression analysis with SPSS 16.0 was used to test the hypotheses. The findings prove that factors such as the types of tours offered, ticket prices, location, and promotion strongly influence tourists' decision to visit Taman Putri Tunggal. However, this study only focused on one tourist attraction, so further research with a focus on a different tourist attraction is needed.
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 Abdallah, Zachari Liantifa, Melifia Reni Yuliviona, Reni