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All Journal IIJSE Majapahit Journal of Islamic Finance dan Management Majapahit Journal of Islamic Finance dan Management
Antonius Felix
Universitas Bunda Mulia, Jakarta Utara, Indonesia
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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Strategic Market Segmentation for Gen Z Skincare Consumers: A Multi- Variable STP Framework Application for Pre-Launch Brand Market Entry in Indonesia's Digital Beauty Ecosystem Mikael Bryan Ciputra; Joseph Setiawan; Brianna Sanjaya; Antonius Felix
Majapahit Journal of Islamic Finance and Management Vol. 6 No. 2 (2026): Islamic Finance and Management
Publisher : Universitas KH. Abdul Chalim Mojokerto

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31538/mjifm.v6i2.798

Abstract

This study applies the Segmentation–Targeting–Positioning (STP) framework to formulate a market entry strategy for L’Essaine, a pre-launch skincare brand targeting Indonesian Gen Z consumers. A multi-dimensional segmentation approach incorporating demographic, geographic, psychographic, and behavioral variables is employed to identify and evaluate potential market segments. The research adopts a qualitative design, utilizing triangulated primary data from in-depth interviews with 15 respondents aged 17–30, complemented by secondary data from industry reports and competitive analyses. The findings reveal that university students aged 17–24 with moderate monthly allowances represent an underserved yet attractive segment seeking affordable skincare products with premium quality attributes. This segment achieved an overall attractiveness score of 7.8 out of 10, indicating strong potential for market entry. Based on these findings, the study proposes an “affordable premium” positioning strategy that emphasizes the use of natural ingredients and a digital-first engagement approach aligned with Gen Z media consumption behaviors. Validation through content marketing performance indicates strong resonance with the target audience, reflected in a 3.9% engagement rate and 85% audience relevance. This research contributes to the application of the STP framework in digital-native consumer markets and provides practical strategic insights for brand entry in Indonesia’s competitive skincare industry.
Strategic Market Segmentation for Gen Z Skincare Consumers: A Multi- Variable STP Framework Application for Pre-Launch Brand Market Entry in Indonesia's Digital Beauty Ecosystem Mikael Bryan Ciputra; Joseph Setiawan; Brianna Sanjaya; Antonius Felix
Majapahit Journal of Islamic Finance and Management Vol. 6 No. 2 (2026): Islamic Finance and Management
Publisher : Universitas KH. Abdul Chalim Mojokerto

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31538/mjifm.v6i2.798

Abstract

This study applies the Segmentation–Targeting–Positioning (STP) framework to formulate a market entry strategy for L’Essaine, a pre-launch skincare brand targeting Indonesian Gen Z consumers. A multi-dimensional segmentation approach incorporating demographic, geographic, psychographic, and behavioral variables is employed to identify and evaluate potential market segments. The research adopts a qualitative design, utilizing triangulated primary data from in-depth interviews with 15 respondents aged 17–30, complemented by secondary data from industry reports and competitive analyses. The findings reveal that university students aged 17–24 with moderate monthly allowances represent an underserved yet attractive segment seeking affordable skincare products with premium quality attributes. This segment achieved an overall attractiveness score of 7.8 out of 10, indicating strong potential for market entry. Based on these findings, the study proposes an “affordable premium” positioning strategy that emphasizes the use of natural ingredients and a digital-first engagement approach aligned with Gen Z media consumption behaviors. Validation through content marketing performance indicates strong resonance with the target audience, reflected in a 3.9% engagement rate and 85% audience relevance. This research contributes to the application of the STP framework in digital-native consumer markets and provides practical strategic insights for brand entry in Indonesia’s competitive skincare industry.
Project Management in Prototyping an Online Table Reservation System Antonius Felix; Vincentius Leornardo; Melcelyn Melcelyn; Deah Ananda
Indonesian Interdisciplinary Journal of Sharia Economics (IIJSE) Vol 9 No 2 (2026): Sharia Economics
Publisher : Universitas KH. Abdul Chalim Mojokerto

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31538/iijse.v9i2.9314

Abstract

The rapid digital transformation in the food and beverage (F&B) industry has intensified demand for systematic and technology-driven approaches to restaurant operations, particularly in table reservation management. However, most restaurants continue to rely on manual reservation processes prone to miscommunication, double bookings, and operational inefficiency, while existing literature predominantly examines system development and project management in isolation. This study aims to design and implement a web-based online table reservation system for the F&B industry by integrating the Project Management Body of Knowledge (PMBOK) framework with the Systems Development Life Cycle (SDLC), thereby addressing the identified gap in the literature. A descriptive qualitative approach with a system development research design was employed; data were collected through observation, literature review, focus group discussions, and market analysis. The resulting system prototype incorporates features including online booking, QR-based check-in, secure digital payment, and real-time reservation management. Evaluation through scenario-based testing and User Acceptance Testing (UAT) indicates that the system reduces reservation errors, shortens waiting times, and improves user satisfaction compared to manual methods. Theoretically, this research contributes by demonstrating how PMBOK knowledge areas—including Scope, Time, Cost, Quality, and Risk Management—can be systematically mapped onto stages of digital system development. Practically, the study provides a replicable project management reference model for F&B businesses seeking to improve service quality and operational performance through structured digital transformation.
Co-Authors Brianna Sanjaya Deah Ananda Joseph Setiawan Melcelyn Melcelyn Mikael Bryan Ciputra Vincentius Leornardo