Analisis Segmenting, Targeting dan Positioning Terhadap Keputusan Pembelian Produk Indah Cafe

Ronaldo, Ronaldo (2022) Analisis Segmenting, Targeting dan Positioning Terhadap Keputusan Pembelian Produk Indah Cafe. Other thesis, Universitas Islam Riau.

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Abstract

This study aims to determine and analyze the effect of Segmentation, Targeting, and Positioning on the Purchase Decision of Indah Cafe Pangkalan products. This research was carried out at the base as the location of the research, with the location of the Indah Cafe at the base. The method that the researcher will use is the quantitative method by filling out the existing data questionnaire. The data used is primary data obtained directly from the object of research in the field and secondary data obtained from the results of library research. In collecting research data through questionnaires, interviews, observations and documentation techniques. The results showed that there was an influence of Segmenting, Targeting, and Positioning on the Purchase Decision of Indah Cafe Pangkalan products. Based on the data analysis, it can be concluded that: 1) There is an influence of Segmenting on the Purchase Decision of Indah Cafe's products; 2) There is the effect of Targeting on the Purchase Decision of Indah Cafe's products; 3) There is an influence of Positioning on the Purchase Decision of Indah Cafe's products. The results of this study can be used for entrepreneurs in formulating corporate strategies to improve consumer purchasing decisions.

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