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All Journal Management Studies and Entrepreneurship Journal (MSEJ) Literacy : International Scientific Journals of Social, Education, Humanities
Novika Candra Astuti
Institut Teknologi Bandung
Humanities Decision Sciences, Operations Research & Management Education Social Sciences

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Developing Marketing Strategies Based on Segmentation, Targeting, and Positioning (STP) and Marketing Mix Analysis: A Case Study in Jernip Kencana Salma Yusoluna; Novika Candra Astuti
Management Studies and Entrepreneurship Journal (MSEJ) Vol. 7 No. 3 (2026): Management Studies and Entrepreneurship Journal (MSEJ)
Publisher : Yayasan Pendidikan Riset dan Pengembangan Intelektual (YRPI)

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Abstract

Jernip Kencana is a family-owned MSME established in 1996 in Kuningan, West Java, producing natural lime syrup with consistently high customer ratings (4.2–4.8 out of 5). Despite strong product quality and long-standing market leadership, the company experienced a significant 61.7% decline in sales, from 922 units in Q2 2021 to 353 units in Q4 2024, indicating serious marketing challenges. This study aims to identify the causes of declining sales and to formulate an integrated marketing strategy by analyzing customer segmentation, targeting and positioning (STP), as well as internal and external business environments. Using a mixed-method approach, primary data were collected through in-depth interviews, observations, and questionnaires from 285 respondents, complemented by secondary data. Analytical tools included K-means clustering, VRIO, PESTLE, Porter’s Five Forces, TOWS, and the Marketing Mix 7Ps. The findings reveal key issues such as weak brand visibility, lack of clear STP, limited digital marketing capability, absence of customer data management, and dependence on aging distributors. The study proposes a “Heritage Premium Natural Wellness” positioning, targeting the Wellness Advocates segment, supported by strategic adjustments in STP, marketing mix, and a phased implementation plan. This research offers practical insights for traditional MSMEs navigating digital-era competition.
A Proposed User-Generated Content (UGC) Strategy in Influencing Purchase Intention of Family Segment With Mediation of Perceived Usefulness and Perceived Trust Aisyah Nuralam; Novika Candra Astuti
LITERACY : International Scientific Journals of Social, Education, Humanities Vol. 4 No. 2 (2025): August : International Scientific Journals of Social, Education, Humanities
Publisher : Badan Penerbit STIEPARI Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56910/literacy.v4i2.2343

Abstract

In the current era of social media utilisation, User Generated Content (UGC) has become a pivotal factor in influencing consumer behaviour, particularly with regard to purchase intention. The present study investigates the influence of UGC on purchase intention in the family segment, with a specific focus on mothers as primary household decision-makers. Utilising a quantitative approach with 152 respondents fitting the family demographic, the study applies Structural Equation Modeling Partial Least Squares (SEM-PLS) to examine the relationships among UGC, perceived usefulness, perceived trust, and purchase intention. The findings indicate that UGC exerts a substantial influence on both perceived usefulness and perceived trust. However, it is important to note that only perceived trust has a direct and mediating effect on purchase intention. Conversely, perceived usefulness, though positively influenced by UGC, does not significantly drive purchase decisions. Furthermore, UGC exerts a direct influence on purchase intention, thereby underscoring its persuasive power that extends beyond the realm of functional value. The findings of this study emphasise the pivotal role of trust in influencing purchasing decisions among family consumers, thereby underscoring its considerable potential impact on consumer behaviour. Consequently, marketing strategies should concentrate on generating credible, honest, and experience-based UGC to effectively target this segment.
Digital Marketing Strategies in Building Brand Advocacy to Improve Purchase Intention : (Study Case at PT. Nada Promotama) Devita Chandra Aryn Ayuningtyas; Novika Candra Astuti
LITERACY : International Scientific Journals of Social, Education, Humanities Vol. 4 No. 2 (2025): August : International Scientific Journals of Social, Education, Humanities
Publisher : Badan Penerbit STIEPARI Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56910/literacy.v4i2.2404

Abstract

This study investigates how digital marketing strategies affect online brand advocacy, brand loyalty, and purchase intention in the context of a music and event company in Indonesia, PT. Nada Promotama. Using a quantitative explanatory approach, data were collected from 281 respondents through an online survey and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The results indicate that digital marketing significantly influences both online brand advocacy and brand loyalty. Moreover, brand loyalty positively and significantly affects purchase intention, while online brand advocacy does not have a direct significant effect. Interestingly, the analysis revealed a reciprocal relationship between brand advocacy and brand loyalty, suggesting a mutually reinforcing dynamic between the two constructs. These findings contribute to the understanding of digital consumer behavior in the entertainment sector and offer practical insights for marketers seeking to leverage emotional loyalty and advocacy in digital strategies.
Co-Authors Aisyah Nuralam Devita Chandra Aryn Ayuningtyas Salma Yusoluna