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All Journal JEBD Jurnal Penelitian Multidisiplin Bangsa
Putri, Salma Khairiyah
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Computer Science & IT Economics, Econometrics & Finance Education Engineering Public Health Social Sciences

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Pengaruh Strategi Segmenting dan Targeting Terhadap Keputusan Pembelian Konsumen (Studi Kasus Lanina Beauty House) Putri, Salma Khairiyah; Bilkisti, Imanina Salsa; Febrianti, Rada; Rahman, Ahmad Vajri
Jurnal Penelitian Multidisiplin Bangsa Vol. 2 No. 7 (2025): Desember
Publisher : Amirul Bangun Bangsa Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59837/jpnmb.v2i7.678

Abstract

Penelitian ini bertujuan untuk menganalisis penerapan strategi segmenting dan targeting pada Lanina Beauty House serta pengaruhnya terhadap keputusan pembelian konsumen. Pendekatan penelitian menggunakan metode deskriptif kualitatif dengan studi kasus pada Lanina Beauty House sebagai objek tunggal. Sampel penelitian berupa dokumen operasional, data segmentasi, dan aktivitas pemasaran yang dipilih menggunakan teknik purposive sampling. Variabel penelitian mencakup segmentasi pasar (geografis, demografis, psikografis, dan perilaku), targeting, serta keputusan pembelian. Data dikumpulkan melalui observasi langsung, penelusuran dokumentasi, dan kajian literatur. Analisis data dilakukan secara deskriptif kualitatif melalui proses reduksi data, pengorganisasian pola segmentasi, dan penarikan kesimpulan. Hasil penelitian menunjukkan bahwa Lanina Beauty House menerapkan segmentasi pasar yang komprehensif dan menetapkan target utama pada wanita usia 17–35 tahun yang aktif mengikuti tren kecantikan, membutuhkan produk halal, serta mengutamakan keamanan produk. Penerapan strategi segmenting dan targeting yang tepat terbukti mampu meningkatkan efektivitas promosi, relevansi produk dengan kebutuhan konsumen, serta minat beli. Secara keseluruhan, strategi ini berkontribusi pada peningkatan penjualan dan memperkuat posisi Lanina Beauty House sebagai toko kosmetik terpercaya di Kota Padang.
Pengaruh Social Media Marketing Dan Electronic Word Of Mouth Terhadap Keputusan Pembelian Dengan Brand Image Sebagai Variabel Intervening (Studi Pada Konsumen Produk Kosmetik Wardah Dikalangan Mahasiswa Jurusan Manajemen Angkatan 2022 Upi YPTK Padang ) Putri, Salma Khairiyah
Jurnal Ekonomi dan Bisnis Digital Vol. 3 No. 3 (2026): Januari - Maret
Publisher : CV. ITTC INDONESIA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62379/jebd.v3i3.4253

Abstract

The development of digital technology has transformed consumer behavior in the purchasing decision-making process, particularly through social media. This study aims to analyze the influence of Social Media Marketing and Electronic Word of Mouth on purchasing decisions for Wardah cosmetic products, with Brand Image as an intervening variable among Management students of the 2022 cohort at Universitas Putra Indonesia (UPI) YPTK Padang. This research employed a quantitative approach using accidental sampling, involving 100 respondents from a total population of 900 students. Data were collected through questionnaires and analyzed using Structural Equation Modeling (SEM) based on Partial Least Squares (PLS). The results indicate that Social Media Marketing has a significant effect on purchasing decisions and Brand Image. Electronic Word of Mouth does not have a significant direct effect on purchasing decisions but significantly influences Brand Image. However, Brand Image does not significantly affect purchasing decisions and does not mediate the influence of Social Media Marketing and Electronic Word of Mouth on purchasing decisions. These findings suggest that purchasing decisions are more directly influenced by digital marketing activities rather than through Brand Image.
Co-Authors Bilkisti, Imanina Salsa Febrianti, Rada Rahman, Ahmad Vajri