Published: 2024-08-01
Analisis Strategi Pemasaran Segmentation, Target, Positioning (STP), dan Brand Awareness Terhadap Keputusan Pembelian Konsumen Produk Jas Hujan
DOI: 10.35870/jemsi.v10i4.2588
Pramia Andriana Putri, Fizi Fauziya
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Pramia Andriana Putri:
Universitas Teknologi Digital
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Fizi Fauziya:
Universitas Teknologi Digital
Abstract
Tujuan dalam penelitian ini adalah untuk mengetahui dan meganalisis Strategi Pemasaran Segmentasi, Targeting, Positioning, dan Kesadaran Merek Terhadap Keputusan Pembelian Konsumen Jas Hujan NFV di Jawa Barat. Metode penelitian yang digunakan adalah penelitian kuantitatif, dimana variabel diukur dengan menggunakan skala likert. Metode pengamatan (observation). Populasi dalam penelitian ini adalah seluruh pengguna motor di Jawa Barat yang berjumlah 13.341.328, dengan sample berjumlah 100 orang. Pengolahan data menggunakan perangkat lunak SPSS versi 27, dengan analisis deskriptif dan menggunakan hipotesis analisis regresi berganda. Hasil penelitian menunjukkan bahwa: (1) Segmentasi pasar tidak berpengaruh secara parsial terhadap keputusan pembelian konsumen jas hujan NFV. (2) Targteting tidak berpengaruh secara parsial terhadap keputusan pembelian konsumen jas hujan NFV. (3) Positioning berpengaruh secara parsial terhadap keputuan pembelian konsumen jas hujan NFV. (4) Kesadaran Merek berpengaruh parsial terhadap keputusan pembelian konsumen jas hujan NFV. (5) Secara simultan terdapat pengaruh yang positif dan signifikan antara variabel positioning dan kesadran merek terhadap keputusan pembelian konsumen jas hujan NFV.
Keywords
Segmentasi, Target, Pemposisian, Kesadaran Merek, Keputusan Pembelian
Article Information
This article has been peer-reviewed and published in the JEMSI (Jurnal Ekonomi, Manajemen, dan Akuntansi). The content is available under the terms of the Creative Commons Attribution 4.0 International License.
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Issue: Vol. 10 No. 4 (2024)
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Section: Articles
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Published: 2024-08-01
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License: CC BY 4.0
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Copyright: © 2024 Authors
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DOI: 10.35870/jemsi.v10i4.2588
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