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Juliana Kadang
Jurusan Manajemen, Fakultas Ekonomi Dan Bisnis, Universitas Tadulako
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Journal : Empiricism Journal

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Penerapan Strategi Pemasaran STP (Segmenting, Targeting, Positioning) pada Usaha Toreko Handayani, Fitri; Kadang, Juliana; Syrifuddin, Ihksan
Empiricism Journal Vol. 4 No. 1: June 2023
Publisher : Lembaga Penelitian dan Pemberdayaan Masyarakat (LITPAM)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36312/ej.v4i1.1170

Abstract

Penelitian ini bertujun untuk menjelaskan startegi pemasaran STP (Segmenting, targeting, positioning) dalam memasarkan produk usaha Toreko. Metode yang digunakan dalam penelitian ini adalah deskriptif kualitatif. Data yang digunakan dalam penelitian ini adalah data primer dan menggunakan teknik analisis deskriptif. Pada segmentasi geografi di fokuskan pada daerah Sulawesi Tengah yang menjadi lokasi produksi dari brownies cookies. Pada segmentasi demografi yaitu pada konsumen usia 5 tahun hingga 60 tahun. Segmentasi psikografi yaitu di fokuskan pada konsumen yang memiliki rasa suka terhadap suatu makanan atau cemilan setiap hari. Hasil dari strategi pemasaran STP dapat mendorong kinerja usaha dan kinerja produk usaha Toreko agar konsumen dapat lebih mengenal produk brownies cookies yang dihasilkan dan membuat usaha Toreko memiliki pangsa pasar yang lebih luas. Peneliti menyimpulkan bahwa penerapan strategi STP pada usaha Toreko bepengaruh cukup besar untuk meningkatkan penjualan, hal ini dijelaskan dengan hasil wawancara dan observasi yang dilakukan peneliti. Implementation of Marketing Strategy of STP (Segmenting, Targeting, Positioning) in Toreko Business Abstract This study aims to explain the STP marketing strategy (Segmenting, targeting, positioning) in marketing Toreko's business products. The method used in this research is descriptive qualitative. The data used in this study are primary data and use descriptive analysis techniques. In geographic segmentation, the focus is on the Central Sulawesi area which is the location for the production of brownie cookies. In demographic segmentation, namely consumers aged 5 years to 60 years. Psychographic segmentation is focused on consumers who have a liking for a food or snack every day. The results of the STP marketing strategy can boost Toreko's business performance and business product performance so that consumers can become more familiar with the brownie cookie products they produce and make Toreko's business have a wider market share. The researcher concluded that the application of the STP strategy to the Toreko business had a significant influence on increasing sales. This was explained by the results of the interviews and observations conducted by the researchers.
Co-Authors Aldo Almando Parengkuan Ananda, Mutiara Dea ANISAH Anisah Anisah Annisah Ayuni, Ayuni Bosara, Christina Agnelya Chelsea Vanderkley Cici Rianty K. Bidin Cici Saodah Daniel Happy Putra Darman , Darman Darman Darman Darman, Darman Dea Aziza Arfah Deva Safitri Djoko Mursinto, Djoko Erwan Sastrawan Fahry Budianto Fatlina Z Fatmawati Fatmawati Febiastini, Ni Made Fera , F. Fera, Fera Fikri Ihsanul Fuad Harnida Wahyuni Adda Hastarini Dwi Atmanti Hendri S Hery Widijanto Idris Ihksan Syarifuddin Ihksan Syarifuddin IRA NURIYA SANTI Irma Damaiyanti Lelewana Jumiati Kelo, Jake KORNELIUS, YOBERTH Lasagena, Mustamin Lina Mistoifa Maftukin Waluyo Meilin Lusia Kurniawan Moh, Husnah Moh. Ali Murad Mohamad Rifky Fahrian Hidayat MOHAMMAD FADIL, MOHAMMAD Mohammad Nofal Mohammad Reza Alfarid Yantu Muh. Fasial Muh. Sarfandi MUH. YUNUS KASIM, MUH. YUNUS KASIM Muh.Riswandi Palawa Muhammad Zeylo Auriza Munawarah Munawarah Munawarah, Munawarah Muriani, Dewi MUSLIMIN Muslimin Muslimin Muslimin MUSLIMIN Mustopa, Medi Muzakir Muzakir Niluh Putu Evvy Rossanty Nur Sulfana Ahmad Nur, Mustika Nurasyimah Usman NURDIN, DJAYANI Nurdin, Jurana Nurhayana, Nurhayana Nurul Miftahul Jannah Nurul Rahmah Alfiah Nutfa Prasetia, Tadir Eko Pricylia Chintya Dewi Buntuang Puput Lestari R, Abdul Azis. Rahim, Aulia Renta, Intan Anjeli Rian Risendy Riandana Putra Riga, Michael Regianto Risendy, Rian Rudi Purwono S, Hendri Sahrul Fat K. Pandjo Sahrul Fat K. Pandjo Sitti Sholehah Cahaya Putri Somantri, Agung Angga Sri Rahayu Ramadhani Sulaeman Miru Surayya SURAYYA Surayya Surayya Surayya Surayya Surayya Surayya Surayya Surayya Suryadi Samudera Sustrianti, Sustrianti Syamsuddin Syamsuddin Syamsul Bachri Syamsul Bahri Dg. Parani Syrifuddin, Ihksan Tiara Tiara Umi Hainik USWATUN HASANAH Varah Iftitah Aulia Vitayanti Fattah Yea Aprilia Silvana Yuli Larasati Zahara, Zakiya Zainuddin, Fatilina Zainuddin, Fatlina Zakiyah Zahara