Pengaruh Segmentasi Pasar Terhadap Keputusan Konsumen Dalam Membeli Martabak Trendys Di Pekanbaru

Pratama, Mhd. Ridho Prastio (2022) Pengaruh Segmentasi Pasar Terhadap Keputusan Konsumen Dalam Membeli Martabak Trendys Di Pekanbaru. Other thesis, Universitas Islam Riau.

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Abstract

This research was conducted with the aim of knowing the effect of market segmentation on consumer decisions in buying trendy martabak in Pekanbaru. The type of research used is descriptive survey research with quantitative research methods because researchers collect data by analyzing data and by describing data by making observations at the research site. The research location is on Jalan Rajawali No.60, Kp. Malay, Sukajadi, Pekanbaru City, Riau. The sampling technique used incidental sampling technique with a total sample of 50 respondents. Types and sources of data used are primary data and secondary data. The data collection method used is by distributing questionnaires, interviews, observations, and documentation. Then the data analysis techniques used in this study are Validity Test, Reliability Test, T Test, Coefficient of Determination, Statistical Hypothesis, and Simple Linear Regression. The results showed that the t-test results showed that market segmentation had a positive and partially significant effect on the purchasing decision of Martabak Trendys in Pekanbaru. For the results of the tests carried out, the results showed that market segmentation variables influenced consumer decisions in buying trendy martabak in Pekanbaru. With further suggestions can maintain and increase market segmentation in order to increase sales of Martabak Trendys business in Pekanbaru City.

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