The Impact of Market Segmentation, Targeting, and Positioning on Sales Volume Growth with Purchase Decision as a Mediating Variable at PT. Suud Group 88, Bondowoso Regency, Indonesia
Keywords:
Consumer Behavior, Marketing Strategies, Market SegmentationAbstract
This study examines the impact of market segmentation, targeting, and positioning (STP) on sales volume growth at PT. Suud Group 88, with purchase decisions as a mediating variable. The research employs a quantitative approach using WarpPLS to analyze the relationships between these variables. Data were collected from management and customers of PT. Suud Group 88 in Bondowoso, Indonesia. The findings reveal that effective segmentation enables the company to target specific consumer groups, improving marketing efficiency and customer satisfaction. Targeting strategies are shown to significantly enhance consumer engagement by focusing on high-potential segments, while positioning differentiates the company’s products from competitors, shaping consumer perceptions, fostering loyalty, and increasing purchase decisions. The mediation analysis confirms that purchase decisions significantly influence the relationship between STP strategies and sales volume growth, highlighting the importance of aligning product offerings with consumer preferences to optimize marketing outcomes. This study contributes to the literature by applying STP strategies to the tobacco industry, offering insights into how traditional sectors can adopt modern marketing frameworks to achieve competitive advantage and sustain business growth. Additionally, the findings suggest that businesses across industries can benefit from incorporating consumer purchase decision analysis into their STP strategies to drive growth, enhance market positioning, and ensure long-term sustainability in competitive markets
Downloads
References
A. R. Yulia and M. Adriani, “The Influence of Service Quality on Outpatient Satisfaction at Dr. Moewardi Surakarta General Hospital,” J. Heal. Adm. Policy, vol. 12, no. 1, pp. 1–10, 2017.
F. A. Arswani and F. Albanna, Pengaruh Kepercayaan Penumpang Dan Kualitas Informasi Terhadap Keputusan Pembelian Tikt Maskapai Lion Air Keberangkatan Dari Yogyakarta Oleh Mahasiswa Di Daerah Istimewa Yogyakarta, vol. 4, no. 1. Flight Attendant Kedirgantaraan: Jurnal Public Relation, Pelayanan, Pariwisata, 2022. doi: 10.56521/attendant-dirgantara.v4i1.439.
B. Basri, Burhanuddin, Muh. Ichwan Musa, Romansyah Sahabuddin, and Zainal Ruma, Pengaruh Segmentasi Targeting Dan Positioning Terhadap Peningkatan Volume Penjualan Mobil Merek Pajero Sport Di Pt. Bosowa Berlian Motor Kota Makassar, vol. 7, no. 2. Manajemen Dewantara, 2023. doi: 10.26460/md.v7i2.14509.
V. Chevhanova and V. Vasiuta, The role of market segmentation in consumer behavior investigation, vol. 71, no. 4. Galic’kij Ekonomičnij Visnik, 2021. doi: 10.33108/galicianvisnyk_tntu2021.04.116.
C. B. Fauzi, S. L. Mandey, and J. J. Rotinsulu, “Analisis Strategi Pemasaran Untuk Meningkatkan Daya Saing di Coffee Shop Pulang Manado,” J. EMBA J. Ris. Ekon. Manajemen, Bisnis dan Akunt., vol. 10, no. 2, p. 51, 2022, doi: 10.35794/emba.v10i2.39392.
N. B. Macintosh and R. L. Daft, “Management control systems and departmental interdependencies: An empirical study,” in Management Control Theory, Routledge, 2019, pp. 289–301.
W. K. Darley, C. Blankson, and D. J. Luethge, “Toward an integrated framework for online consumer behavior and decision making process: A review,” Psychol. Mark., vol. 27, no. 2, pp. 94–116, 2010, doi: 10.1002/mar.20322.
Abdul Subhan, A. F. Firdaus, and Mukhamad Najib, “The Influence of Islamic Service Quality and Trust on Customer Satisfaction and Intention in Reusing The Services in The Implementation of Umrah and Special Hajj Pilgrimage,” J. Ekon. Syariah Teor. dan Terap., vol. 10, no. 3, pp. 275–289, 2023, doi: 10.20473/vol10iss20233pp275-289.
S. A. Evdokimova, “Segmentation of store customers to increase sales using ABC-XYZ-analysis and clustering methods,” J. Phys. Conf. Ser., vol. 2032, no. 1, p. 12117, 2021, doi: 10.1088/1742-6596/2032/1/012117.
M. A. Faturrachman and R. Ratmono, “Pengaruh Bauran Promosi Terhadap Volume Penjualan Pada Mobil Daihatsu Grand Max Di Daihatsu Sales Point Kota Metro,” J. Manaj. Divers., vol. 2, no. 4, pp. 990–998, 2022, doi: 10.24127/diversifikasi.v2i4.1377.
X. Feng, Y. Li, X. Lin, and Y. Ning, “Mobile targeting in industrial marketing: Connecting with the right businesses,” Ind. Mark. Manag., vol. 86, pp. 65–76, 2020, doi: 10.1016/j.indmarman.2019.06.007.
P. Fluhrer and T. Brahm, “Positioning in SMEs: entrepreneurs’ perceptions and strategies,” J. Res. Mark. Entrep., vol. 25, no. 3, pp. 431–454, 2023, doi: 10.1108/JRME-09-2021-0120.
O. Garachkovska, O. Sytnyk, D. Fayvishenko, I. Taranskiy, O. Afanasieva, and O. Prosianyk, “Strategic management of brand positioning in the market,” Adv. Sci. Technol. Eng. Syst., vol. 6, no. 1, pp. 947–953, 2021, doi: 10.25046/aj0601104.
S. Gea, “Pengaruh Segmentasi Pasar Terhadap Peningkatan Volume Penjualan,” J. Akuntansi, Manaj. dan Ekon., vol. 1, no. 1, pp. 48–54, 2022, doi: 10.56248/jamane.v1i1.12.
I. N. Hanifah and P. E. Pantas, “Pengaruh Indikator Makroekonomi Terhadap Volume Perdagangan Sukuk Ritel di Indonesia,” Etihad J. Islam. Bank. Financ., vol. 2, no. 2, pp. 99–114, 2022, doi: 10.21154/etihad.v2i2.4355.
I. Hermantria, “Segmentasi Konsumen Pupuk Non-Subsidi Di Provinsi Nusa Tenggara Timur,” Balanc. Econ. Business, Manag. Account. J., vol. 18, no. 2, p. 8, 2021, doi: 10.30651/blc.v18i2.7301.
I. E. De Hooge, R. I. va. Giesen, K. A. H. Leijsten, and C. S. va. Herwaarden, “Increasing the Sales of Suboptimal Foods with Sustainability and Authenticity Marketing Strategies,” Foods, vol. 11, no. 21, p. 3420, 2022, doi: 10.3390/foods11213420.
J. Juliana, “PENGARUH MOTIVASI, PERSEPSI, DAN SIKAP TERHADAP KEPUTUSAN PEMBELIAN PRODUK MOBILE COMPUTING ACER Pada Mahasiswa Fakultas Pariwisata Universitas Pelita Harapan di Karawaci,” J. Ecodemica J. Ekon. Manajemen, dan Bisnis, vol. 3, no. 2, pp. 123–132, 2019, doi: 10.31311/jeco.v3i2.5702.
I. Zulfa and T. Hariyani, “Implementasi Bauran Pemasaran 7P Dalam Meningkatkan Volume Penjualan UKM Ampuh Di Kabupaten Kediri Pada Masa Pandemi Covid-19,” J. Multidisiplin Madani, vol. 2, no. 1, pp. 299–314, 2022, doi: 10.54259/mudima.v2i1.363.
P. C. Stern, “Well-meaning discourses of climate delay,” Glob. Sustain., vol. 3, 2020, doi: 10.1017/sus.2020.31.
I. C. S. Mandasari, N. Paramananda, and N. L. M. Mahendrawati, “Program Kemitraan Masyarakat Pada Kelompok Perajin Perak Dharma Batubulan, Kabupaten Gianyar,” Int. J. Community Serv. Learn., vol. 5, no. 3, p. 212, 2021, doi: 10.23887/ijcsl.v5i3.36128.
B. Manggu and S. Beni, “Analisis Penerapan Segmentasi, Targeting, Positioning (Stp) Dan Promosi Pemasaran Sebagai Solusi Meningkatkan Perkembangan Umkm Kota Bengkayang,” Sebatik, vol. 25, no. 1, pp. 27–34, 2021, doi: 10.46984/sebatik.v25i1.1146.
Desma Erica M Manik, “Analysis of the Impact of Product and Advertising Innovation on Sales Volume,” J. Manaj. Bisnis Eka Prasetya Penelit. Ilmu Manaj., vol. 7, no. 2, pp. 162–169, 2021, doi: 10.47663/jmbep.v7i2.211.
T. Mirnasari and Y. Yamin, “Pengaruh Promosi Terhadap Peningkatan Volume Penjualan UMKM Keripik Pisang Di Gang PU Bandar Lampung,” Pros. Semin. Nas. Penelit. dan Pengabdi. Kpd. Masy., vol. 2, no. 1, pp. 40–44, 2022, doi: 10.24967/psn.v2i1.1460.
M. Mohammadian and I. Makhani, “RFM-Based customer segmentation as an elaborative analytical tool for enriching the creation of sales and trade marketing strategies,” Int. Acad. J. Account. Financ. Manag., vol. 06, no. 01, pp. 102–116, 2019, doi: 10.9756/iajafm/v6i1/1910009.
N. Nurhilalia, M. Yusuf, F. Menne, S. M. Baharuddin, and L. Setiawan, “Optimizing online business management in the fashion sector in increasing sales volume,” JPPI (Jurnal Penelit. Pendidik. Indones., vol. 9, no. 4, p. 302, 2023, doi: 10.29210/020232308.
N. Saqib, Positioning -- a literature review. PSU Research Review, 2020.
R. K. Sari, S. P. Utama, and A. Zairina, “The Effect of Online Shopping and E-Wallet on Consumer Impulse Buying,” Asia Pacific Manag. Bus. Appl., vol. 009, no. 03, pp. 231–242, 2021, doi: 10.21776/ub.apmba.2021.009.03.3.
Downloads
Published
Issue
Section
License
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
