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Muhammad Saddam Sofyandi
Universitas Islam Indonesia, Yogyakarta, Indonesia
Economics, Econometrics & Finance

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The Role of STP Marketing Strategy in Enhancing the Marketing Performance of IKM Logam Tembaga, Cepogo Village, Boyolali Muhammad Saddam Sofyandi
Indonesian Interdisciplinary Journal of Sharia Economics (IIJSE) Vol 9 No 1 (2026): Sharia Economics
Publisher : Universitas KH. Abdul Chalim Mojokerto

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31538/iijse.v9i1.9284

Abstract

This research investigates the role of Segmenting, Targeting, and Positioning (STP) strategies in enhancing the marketing performance of copper handicraft SMEs (IKM Logam Tembaga) in Cepogo Village, Boyolali. A mixed methods approach was used, beginning with a Focus Group Discussion (FGD) involving 15 business owners divided into three groups. The FGD explored the extent to which these entrepreneurs understood and implemented STP principles. Findings revealed that while 53.3% of participants demonstrated explicit awareness of STP, many others intuitively practiced its principles through segmentation, buyer targeting, and product differentiation. This was followed by a quantitative analysis using Structural Equation Modeling (SEM) via SmartPLS, involving 41 IKM respondents. The SEM results show that only Positioning had a statistically significant effect on marketing performance (β = 0.51, p = 0.025), while Segmenting (β = 0.20, p = 0.34) and Targeting (β = 0.07, p = 0.82) did not show significant effects. The measurement model met all validity and reliability thresholds (CR > 0.90, AVE > 0.68), and the model explained 50.1% of the variance in marketing performance. These findings suggest that SMEs with a strong brand narrative, product uniqueness, and storytelling capabilities perform better in the competitive craft market. The research recommends capacity-building programs in STP and digital branding to increase competitiveness among rural SMEs.
EMPLOYEE TRANSFER STRATEGY, CASE STUDY: PT KERETA API INDONESIA (PERSERO) HEAD OFFICE Maritza Amalia Puteri Hadi; Muhammad Saddam Sofyandi
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.v9i2.9531

Abstract

Employee transfer is an important human resource management practice in large organizations, yet its implementation often presents managerial and employee-related challenges. In state-owned enterprises, transfer strategies are intended to support organizational needs and employee career development, but empirical evidence on how these strategies operate in practice remains limited. This study examines the employee transfer strategy at the Head Office of PT Kereta Api Indonesia (Persero). Using a qualitative case study approach, data were collected through in-depth interviews with two human resource personnel and five transferred employees, supported by document analysis. Data credibility was ensured through triangulation, and thematic analysis was applied to interpret the findings. The results indicate that employee transfer strategies are formulated based on organizational needs, employee competencies, and career development considerations, and are implemented through structured administrative procedures and performance-based evaluations. However, challenges persist related to communication clarity and alignment between policy and practice. The study contributes to human resource management literature by positioning employee transfer as a dynamic strategic process rather than a purely administrative mechanism, particularly within state-owned enterprises, and offers practical insights for improving transfer effectiveness.
Co-Authors Maritza Amalia Puteri Hadi