PENGARUH SEGMENTASI, TARGETING DAN POSITIONING (STP) TERHADAP KEPUTUSAN PEMBELIAN PADA KM WARMINDO

Kasim, Muhammad Farhan Fauzan; Samdin, Samdin; Hamid, Wahyuniati; Hartini, Hartini; Sukotjo, Endro

doi:10.55598/jmk.v15i2.43075

Open access Jurnal

PENGARUH SEGMENTASI, TARGETING DAN POSITIONING (STP) TERHADAP KEPUTUSAN PEMBELIAN PADA KM WARMINDO

Jurnal Manajemen dan Kewirausahaan · Vol. 15 No. 2 (2023) · pp. 253–259

DOI: 10.55598/jmk.v15i2.43075
ISSN: 2685-5151, 2085-0085
Published: 2023-08-12
Publisher: Jurusan Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Halu Oleo
Language: eng
License: creativecommons.org/licenses/by-sa/4.0

Abstract

This study aims: (1) To determine the effect of segmentation, targeting and positioning (STP) on purchasing decisions at KM warmindo. (2) To determine the effect of segmentation on purchasing decisions at KM warmindo. (3) To determine the effect of targeting on purchasing decisions at KM warmindo. (4) To determine the effect of positioning on purchasing decisions at KM warmindo. The population in this study is all customers of KM Warmindo whose number is unknown (unknown population). The sample in this study amounted to 96 respondents with the determination of the sample referring to the statement of Hair et al. The data collection method in this study used multiple linear regression analysis. The research results show that: (1) Segmentation, targeting and positioning (STP) have a positive and significant effect on purchasing decisions. (2) Segmentation has a positive and significant effect on purchasing decisions. (3) Targeting has a positive and significant effect on purchasing decisions. (4) Positioning has a positive and significant effect on purchasing decisions.

Keywords

Collaboration network of the authors

40 authors · 292 co-authorship links · 2 across different organisations · showing the 40 most connected

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Universitas Halu Oleo
Universitas Muhammadiyah Kendari
Universiti Teknologi MARA
Affiliation unknown

Different organisations
Same organisation
Affiliation unknown
Thicker line = more joint articles · bigger circle = more articles

Show as table

Co-author	Organisation	Joint articles
Juharsah Juharsah	Affiliation unknown	11
Buyung Sarita	Affiliation unknown	10
Yusuf Yusuf	Universitas Muhammadiyah Kendari	8
Nursaban Rommy	Affiliation unknown	8
Salma Saleh	Affiliation unknown	7
Sinarwaty Sinarwaty	Affiliation unknown	6
Ibnu Hajar	Universiti Teknologi MARA	6
La Hatani	Affiliation unknown	6
Hastuti Hastuti	Affiliation unknown	5
Riski Amalia Madi	Affiliation unknown	5
Nurwati Nurwati	Affiliation unknown	4
Aidin Hudani Awasinombu	Affiliation unknown	4
Alida Palilati	Affiliation unknown	4
La Ode Asfahyadin Aliddin	Affiliation unknown	4
Ansir Ansir	Affiliation unknown	3
Agustinus Tangalayuk	Affiliation unknown	3
Murdjani Kamaluddin	Affiliation unknown	3
Sudirman Zaid	Affiliation unknown	3
Muhammad Masri	Affiliation unknown	3
Patwayati Patwayati	Affiliation unknown	3
Hayat Yusuf	Affiliation unknown	3
Nasrul Nasrul	Universitas Halu Oleo	3
Valentinus Amstrong TN	Affiliation unknown	3
Nursaban Rommy Suleman	Affiliation unknown	2
Lucia Evianti Patulak	Affiliation unknown	2
Nuryamin Budi	Affiliation unknown	2
Adnan Hakim	Affiliation unknown	2
Putu Sumarniwati	Affiliation unknown	2
Enny Wati	Affiliation unknown	2
Noval Nur	Affiliation unknown	2
Rahmat Madjid	Affiliation unknown	2
Sri Wiyati Mahrani	Affiliation unknown	2
Dedy Takdir Syaifuddin	Affiliation unknown	2
La Rabani	Universitas Halu Oleo	1
Fabian Faqih	Affiliation unknown	1

Affiliations come from OpenAlex; journal OAI-PMH metadata carries none. Authors without an OpenAlex ID are matched by name, which can merge or split people.

Metadata source: OAI-PMH (metadata jurnal) https://ojs.uho.ac.id/index.php/manajemen/oai, first harvested 30 Okt 2026, last seen 1 Nov 2026.

Original metadata (oai_dc)

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	<dc:title xml:lang="en-US">PENGARUH	SEGMENTASI, TARGETING DAN POSITIONING (STP) TERHADAP KEPUTUSAN PEMBELIAN PADA KM WARMINDO</dc:title>
	<dc:creator>Kasim, Muhammad Farhan Fauzan</dc:creator>
	<dc:creator>Samdin, Samdin</dc:creator>
	<dc:creator>Hamid, Wahyuniati</dc:creator>
	<dc:creator>Hartini, Hartini</dc:creator>
	<dc:creator>Sukotjo, Endro</dc:creator>
	<dc:subject xml:lang="en-US"></dc:subject>
	<dc:subject xml:lang="en-US">Buying decision, Segmentation, Targetin, Positioning</dc:subject>
	<dc:subject xml:lang="en-US"></dc:subject>
	<dc:description xml:lang="en-US">This study aims: (1) To determine the effect of segmentation, targeting and positioning (STP) on purchasing decisions at KM warmindo. (2) To determine the effect of segmentation on purchasing decisions at KM warmindo. (3) To determine the effect of targeting on purchasing decisions at KM warmindo. (4) To determine the effect of positioning on purchasing decisions at KM warmindo. The population in this study is all customers of KM Warmindo whose number is unknown (unknown population). The sample in this study amounted to 96 respondents with the determination of the sample referring to the statement of Hair et al. The data collection method in this study used multiple linear regression analysis. The research results show that: (1) Segmentation, targeting and positioning (STP) have a positive and significant effect on purchasing decisions. (2) Segmentation has a positive and significant effect on purchasing decisions. (3) Targeting has a positive and significant effect on purchasing decisions. (4) Positioning has a positive and significant effect on purchasing decisions.</dc:description>
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	<dc:date>2023-08-12</dc:date>
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	<dc:type xml:lang="en-US">Peer-reviewed Article</dc:type>
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	<dc:format>application/pdf</dc:format>
	<dc:identifier>https://ojs.uho.ac.id/index.php/manajemen/article/view/43075</dc:identifier>
	<dc:identifier>10.55598/jmk.v15i2.43075</dc:identifier>
	<dc:source xml:lang="en-US">Jurnal Manajemen dan Kewirausahaan; Vol 15, No 2 (2023): Edisi Juli; 253-259</dc:source>
	<dc:source>2685-5151</dc:source>
	<dc:source>2085-0085</dc:source>
	<dc:source>10.55598/jmk.v15i2</dc:source>
	<dc:language>eng</dc:language>
	<dc:relation>https://ojs.uho.ac.id/index.php/manajemen/article/view/43075/18781</dc:relation>
	<dc:rights xml:lang="en-US">Copyright (c) 2023 Jurnal Manajemen dan Kewirausahaan</dc:rights>
	<dc:rights xml:lang="en-US">http://creativecommons.org/licenses/by-sa/4.0</dc:rights>
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