Analisis Pengaruh Segmenting Targeting Positioning Terhadap Minat Beli Ulang Konsumen Produk Teh Tambi Di Wonosobo Jawa Tengah

Nabila Cintya Iswara, Budiarto Budiarto, Antik Suprihanti

Sari


Increasing competition between companies requires companies to improve their marketing strategies. One way is to know in advance the characteristics of consumers so that companies can find out the factors that influence consumers in repurchasing a product. In this case the company can use segmenting, targeting, positioning strategies. Therefore, this study aims to identify the segmenting, targeting, and positioning of Tambi Cap Petruk black tea products and analyze the effect of segmenting, targeting and positioning on the repurchase interest of PT Perkebunan Tambi black tea products. The method used is descriptive research method with the implementation method, namely the survey method. The results of the analysis show that: (1) Tambi Cap Petruk's black tea product segmentation is consumers aged 17-60 years and the majority of consumers are women. Cap Petruk's targeting black tea products are consumers who prioritize quality and affordable prices. Positioning or consumer perceptions of Tambi Cap Petruk black tea products are products with affordable prices, easily recognizable logos or packaging and product quality. (2) Segmenting targeting positioning affects buying interest in Tambi Cap Petruk black tea products.

Keywords: Segmenting; Targeting; Positioning; Consumer’s Repurchase Interest; Tambi Cap Petruk Black Tea


Teks Lengkap:

PDF (English)

Referensi


Ghozali, I. (2018) Aplikasi Analisis Multivariate Dengan Program IBM SPSS 25. Semarang: Badan Penerbit Universitas Diponegoro.

Kotler & Keller (2016) Marketing Management, Marketing Management. United States of America: Pearson Education Limited. Available at: https://my.id1lib.org/book/3357739/fa6044.

Kusnan, A. (2018) ‘Seduhan Suplemen Teh Hitam (Camellia Sinensis Varietas Assamika) memiliki Aktivitas Peningkatan Daya Tahan Tubuh Dan Berpotensi Sebagai Bahan Baku Obat Alami’. Available at: http://karyailmiah.uho.ac.id/karya_ilmiah/Adius/36.HAKI_CD4.pdf (Accessed: 23 January 2022).

Safitra, R. (2017) ‘Analisis Pengaruh Strategi Segmenting, Targeting dan Positioning Terhadap Keputusan Pelanggan Membeli Nu Green Tea’, 6(1).

Saputra, D. and Amrullah, S. (2021) ‘Analisis Minat Beli Konsumen Terhadap Strategi Pemasaran STP (Segmenting, Targeting dan Positioning) Dan Bauran Pemasaran 4P (Product, Price, Place dan Promotion) Kopi Tepal (Studi Kasus : UMKM Puncak Ngengas)’, Food And Agroindustry, 2. Available at: https://jurnal.uts.ac.id/index.php/JTP/article/view/1245 (Accessed: 11 July 2022).

Sugiyono (2019) Metode Penelitian Kuantitatif Kualitatif dan R&D. 1st edn. Bandung: Alfabeta.

Tjiptono, F. (2019) Strategi Pemasaran Prinsip dan Penerapan. 1st edn. Yogyakarta: ANDI (Anggota IKAPI)




DOI: https://doi.org/10.31315/asb.v2i1.8316

DOI (PDF (English)): https://doi.org/10.31315/asb.v2i1.8316.g5720

Refbacks

  • Saat ini tidak ada refbacks.


##submission.copyrightStatement##



Creative Commons License
Journal of Agricultural Social and Business  is licensed under a Creative Commons Attribution 4.0 International License.