Pengaruh Strategi STP (Segmenting, Targeting, Positioning) Terhadap Keputusan Pembelian
(Studi pada Sepeda Motor Matic di Kota Probolinggo)
Abstract
This research was conducted in the District of Kanigaran, Probolinggo City with the aim to determine the effect of Segmenting, Targetting, Posisioning (STP) on the purchase decision of automatic motorcycles in the District of Kanigaran, Probolinggo, both simultaneously and partially, and to find out which variable between segmentation, targeting and positioning had the dominant influence on decision to buy an automatic motorcycle.This type of research is quantitative research with causal associative relationships. The variables used consist of independent variables namely STP and the dependent variable is the purchase decision. The sample used was 97 respondents. Data analysis methods used are validity test, reliability test, classic assumption test, multiple regression analysis, F test, t test and dominant.The results of this study indicate that segmentation, targeting and positioning have a significant effect on purchasing decisions of automatic motorbikes.,with the results of the hypothesis testing simultaneously which proves that there is a significant simultaneous effect between on the purchase decision of automatic motorcycles in KanigaranSubdistrict, Probolinggo City.
Keywords: Segmenting, Targeting, Positioning, Buying Decision
References
Karamoy, Sandy Wulan. 2013. Strategi Segmenting, Targeting Dan Positioning Pengaruhnya Terhadap Keputusan Konsumen Menggunakan Produk KPR BNI Griya. Jurnal EMBA Vol.1 No.3 September 2013, Hal. 562-571 ISSN 2303-1174 . Manado: Fakultas Ekonomi dan Bisnis Program Pascasarjana, Magister Manajemen Universitas Sam Ratulangi Manado
Kotler, Philip dan Keller, Kevin Lane. 2018. Manajemen Pemasaran Edisi 12. Jakarta : PT Indeks
Nugroho, Yohanes Anton. 2011. It’s Easy Olah Data Dengan SPSS. Yogyakarta: Skripta Media Creative (PT. Insan Madani Group).
Setiadi, Nogroho J. 2015. Perilaku Konsumen Perspektif Kontemporer pada Motif, Tujuan, dan Keinginan Konsumen. Jakarta: PRENADAMEDIA GROUP
Sugiyono. 2017. Metode Penelitian Kuantitatif, Kualitatif dan R&D. Bandung: Alfabeta
Sujarweni, V.Wiratna. 2015. Metodologi Penelitian Bisnis & Ekonomi. Yogyakarta: Pustaka Baru Press
Tjiptono, Fandy. 2017. Strategi Pemasaran Edisi 4. Yogyakarta: CV.Andi Offset
Wowiling, Yishak G.G, dkk. 2017. Analisis Segmentation, Targeting Dan Positioning Kartu Kredit (Studi Pada Pengguna Kartu Kredit Bri-Touch Pt. Bank Rakyat Indonesia Tbk(Persero) Kantor Wilayah Manado).Jurnal EMBA Vol.5 No.3 September 2017, Hal.3250-3261 ISSN 2303-1174. Manado: Fakultas Ekonomi dan Bisnis, Program Magister Manajemen Universitas Sam Ratulangi Manado
Widayanto, MT. Elly, MI. Prasetyo, W. 2021. URGENSI KUALITAS PRODUK, HARGA DAN KUALITAS PELAYANAN DALAM KEPUTUSAN PEMBELIAN (Studi Pada Produk Rizza Bordir Probolinggo). Jurnal Ekonomi Bisnis 27 (1), 485-496
