Penerapan Strategi Pemasaran STP (Segmenting, Targeting, Positioning) pada Usaha Toreko
DOI:
https://doi.org/10.36312/ej.v4i1.1170Keywords:
Strategi Pemasaran, Segmentasi, Penargetan, Posisi.Abstract
Penelitian ini bertujun untuk menjelaskan startegi pemasaran STP (Segmenting, targeting, positioning) dalam memasarkan produk usaha Toreko. Metode yang digunakan dalam penelitian ini adalah deskriptif kualitatif. Data yang digunakan dalam penelitian ini adalah data primer dan menggunakan teknik analisis deskriptif. Pada segmentasi geografi di fokuskan pada daerah Sulawesi Tengah yang menjadi lokasi produksi dari brownies cookies. Pada segmentasi demografi yaitu pada konsumen usia 5 tahun hingga 60 tahun. Segmentasi psikografi yaitu di fokuskan pada konsumen yang memiliki rasa suka terhadap suatu makanan atau cemilan setiap hari. Hasil dari strategi pemasaran STP dapat mendorong kinerja usaha dan kinerja produk usaha Toreko agar konsumen dapat lebih mengenal produk brownies cookies yang dihasilkan dan membuat usaha Toreko memiliki pangsa pasar yang lebih luas. Peneliti menyimpulkan bahwa penerapan strategi STP pada usaha Toreko bepengaruh cukup besar untuk meningkatkan penjualan, hal ini dijelaskan dengan hasil wawancara dan observasi yang dilakukan peneliti.
Implementation of Marketing Strategy of STP (Segmenting, Targeting, Positioning) in Toreko Business
Abstract
This study aims to explain the STP marketing strategy (Segmenting, targeting, positioning) in marketing Toreko's business products. The method used in this research is descriptive qualitative. The data used in this study are primary data and use descriptive analysis techniques. In geographic segmentation, the focus is on the Central Sulawesi area which is the location for the production of brownie cookies. In demographic segmentation, namely consumers aged 5 years to 60 years. Psychographic segmentation is focused on consumers who have a liking for a food or snack every day. The results of the STP marketing strategy can boost Toreko's business performance and business product performance so that consumers can become more familiar with the brownie cookie products they produce and make Toreko's business have a wider market share. The researcher concluded that the application of the STP strategy to the Toreko business had a significant influence on increasing sales. This was explained by the results of the interviews and observations conducted by the researchers.
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