PENGARUH STRATEGI SEGMENTING, TARGETING DAN POSITIONING (STP) TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN DI KOPI KENANGAN PERUMNAS 3 BEKASI

Abdillah Luchy, Muhammad Ridvan (2026) PENGARUH STRATEGI SEGMENTING, TARGETING DAN POSITIONING (STP) TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN DI KOPI KENANGAN PERUMNAS 3 BEKASI. Sarjana (S1) thesis, Universutas Islam 45.

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Abstract

ABSTRACT Muhammad Ridvan Abdillah Luchy (41183402190169) The Influence of Segmenting, Targeting, and Positioning Strategies on Consumer Purchasing Decisions at Kopi Kenangan Perumnas 3 Bekasi. xiii + 143 pages + 26 tables + 13 appendices. Keywords: Segmenting, Targeting, Positioning, Purchasing Decision, Kopi Kenangan This research was conducted due to the increasingly intense competition within the coffee shop industry in Indonesia, necessitating the implementation of effective marketing strategies by companies to boost consumer purchasing decisions. As a popular coffee brand, Kopi Kenangan needs to evaluate its marketing strategy using the Segmenting, Targeting, and Positioning (STP) approach. This study aims to analyze the influence of segmenting, targeting, and positioning on consumer purchasing decisions at Kopi Kenangan. A quantitative research method with a causal approach was employed. Data were collected from 100 respondents via questionnaires using a purposive sampling technique. Data analysis was performed using multiple linear regression with the aid of SPSS software. The research results indicate that, individually (partially), the segmenting variable has a positive and significant influence on purchasing decisions. The targeting variable has a significant influence in a negative direction, whereas the positioning variable has a positive influence and emerges as the most dominant variable. Simultaneously, segmenting, targeting, and positioning have a significant influence on consumer purchasing decisions. Thus, the STP strategy plays a crucial role in influencing consumer purchasing decisions at Kopi Kenangan, particularly regarding the positioning aspect. References: 47 (2002–2023)

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