ANALISIS SEGMENTING, TARGETTING, DAN POSITIONING (STP) DALAM MEMENUHI PANGSA PASAR PADA MAKARONI ASHOBAR

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ABSTRAK

Penelitian ini dilakukan atas dasar terjadinya fenomena pada Makaroni Ashobar dimana dalam penerapannya Makaroni Ashobar menerapkan strategi pemasaran yeng meliputi strategi segmenting, targetting, serta positioning guna memenuhi permintaan pasar penjualan makaroni. Pendekatan kualitatif digunakan dalam proses penelitian ini dengan menggunakan pendekatan deskriptif yakni data yang dikumpulkan merupakan data berupa tulisan. Penelitian ini menggunakan teknik pengumpulan data berupa observasi, wawancara, serta dokumentasi yang diambil berupa foto. Analisis penelitian ini menggunakan analisis miles and huberman Serta keabsahan data penelitian ini menggunakan teknik trianggulasi dan pengecekan anggota. Penelitian ini berlokasikan di Makaroni Ashobar Jalan Klayatan 1 No.15 Malang. Hasil penelitian ini menunjukkan bahwa terdapat peningkatan konsumen akibat penerapan segmenting, targetting dan positioning yang diterapkan oleh Makaroni Ashobar serta pangsa pasarnya dapat terpenuhi.

Kata Kunci : Segmenting, Targetting, Positioning

ABSTRACT

This research was conducted on the basis of the occurrence of the phenomenon of Makaroni Ashobar where in its application Makaroni Ashobar implemented a marketing strategy which included segmenting, targeting and positioning strategies to meet market demand for selling macaroni. A qualitative approach is used in this research process using a descriptive approach, namely the data collected is written data. This study used data collection techniques in the form of observation, interviews, as well as documentation taken in the form of photos. The analysis of this research uses miles and huberman analysis. As well as the validity of this research data uses triangulation techniques and member checking. This research is located at Makaroni Ashobar Jalan Klayatan 1 No.15 Malang. The results of this study indicate that there is an increase in consumers due to the implementation of segmenting, targeting and positioning implemented by Makaroni Ashobar and their market share can be fulfilled.

Keywords: segmenting, targeting, positioning