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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 · 173 co-authorship links · 5 across different organisations · showing the 40 most connected

Hover or tap a name to highlight its co-authors. Double-click to open the author's page.

  • Universitas Halu Oleo
  • Institut Agama Islam Negeri Kendari
  • Lampung University
  • Affiliation unknown
  • Different organisations
  • Same organisation
  • Affiliation unknown
  • Thicker line = more joint articles · bigger circle = more articles
Show as table
Co-authorOrganisationJoint articles
Buyung SaritaUniversitas Halu Oleo6
Juharsah JuharsahUniversitas Halu Oleo5
Aidin Hudani AwasinombuUniversitas Halu Oleo5
Ibnu HajarUniversitas Halu Oleo4
Riski Amalia MadiUniversitas Halu Oleo4
Sinarwaty SinarwatyUniversitas Halu Oleo3
Hastuti HastutiUniversitas Halu Oleo3
Adnan HakimUniversitas Halu Oleo3
Ansir AnsirUniversitas Halu Oleo3
Agustinus TangalayukUniversitas Halu Oleo3
Salma SalehUniversitas Halu Oleo3
La HataniUniversitas Halu Oleo3
Nursaban RommyUniversitas Halu Oleo2
Sudirman ZaidUniversitas Halu Oleo2
Lucia Evianti PatulakUniversitas Halu Oleo2
Alida PalilatiUniversitas Halu Oleo2
Murdjani KamaluddinUniversitas Halu Oleo2
Valentinus Amstrong TNUniversitas Halu Oleo2
La Ode Asfahyadin AliddinUniversitas Halu Oleo2
Nasrul NasrulUniversitas Halu Oleo2
Lestari DaswanInstitut Agama Islam Negeri Kendari1
Tri Desi LestariAffiliation unknown1
Fabian FaqihUniversitas Halu Oleo1
Muh. TaufikUniversitas Halu Oleo1
Arham ArhamUniversitas Halu Oleo1
Patwayati PatwayatiUniversitas Halu Oleo1
Hayat YusufUniversitas Halu Oleo1
Muhamad Sunarno PurnamaUniversitas Halu Oleo1
Masra MasraUniversitas Halu Oleo1
Nofal NurUniversitas Halu Oleo1
Nurlaila RamadhaniUniversitas Halu Oleo1
Moh. AminAffiliation unknown1
Lila CitraAffiliation unknown1
Fitriani FitrianiLampung University1
Retno Sefianty MajidUniversitas Halu Oleo1

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 Oct 2026, last seen 8 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>
	<dc:publisher xml:lang="en-US">Jurusan  Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Halu Oleo</dc:publisher>
	<dc:contributor xml:lang="en-US"></dc:contributor>
	<dc:date>2023-08-12</dc:date>
	<dc:type>info:eu-repo/semantics/article</dc:type>
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	<dc:type xml:lang="en-US">Peer-reviewed Article</dc:type>
	<dc:type xml:lang="en-US"></dc:type>
	<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>
</oai_dc:dc>