Suyatna, Ari (2022) Analisis Penerapan Segmenting, Targeting, Dan Positioning Pada Andre Resto And Cafe Pekanbaru. Other thesis, Universitas Islam Riau.
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Abstract
This study aims to determine whether the application of segmentation, targeting and positioning strategies has an influence on purchasing. Case study on Andre Resto and Cafe'. The data obtained were analyzed using qualitative analysis and described in descriptive form. Data collection is done by means of in-depth interviews with Manager Cafe as informants as well as document review and observation to examine the target market (targeting) and product positioning (positioning). Research shows that Andre Resto & Café' has a Segmentation strategy based on Demographics and Geographics. Meanwhile, in determining the targeting, Andre Resto & Café uses a concentrated strategy in which this café only focuses its marketing efforts on a group of buyers, including teenagers and adults, as well as those with a middle economic level. The positioning carried out by Andre Resto & Café' is products according to price and quality as well as positioning according to competitors and various types.
| Item Type: | Thesis (Other) | ||||||
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| Subjects: | H Social Sciences > HD Industries. Land use. Labor H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management |
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| Divisions: | > Manajemen | ||||||
| Depositing User: | Hidayat Romi UNILAK | ||||||
| Date Deposited: | 31 Aug 2022 07:35 | ||||||
| Last Modified: | 31 Aug 2022 07:35 | ||||||
| URI: | http://repository.uir.ac.id/id/eprint/14593 |
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