Pengaruh Segmentasi Pasar Terhadap Keputusan Pembelian Produk Telkom Speedy Di Pt Telekomunikasi Indonesia Cabang Malang

Abstract

This study takes the theme of some factor as determine for sales. In this study sampled 140 people as speedy costumer from PT. Telekomunikasi Indonesia. Quantitative study in which respondents were obtained from questionnaires distributed is used as the primary data are processed with SPSS. Respondent response assessed the range of 1 – 5, with the Likert scale strongly disagree to strongly agree.Based on the result of the research, from the description of the data respondent majority were male with ages between 36 to 40 years. Trials performed are validity and reliability is to test the validity of the questionnaire wer distributed, the t test for testing the correctness of the formulated hypotheses, correlation and regression test to examine the relationship and influence of each costumer relationship market segmentingvariables that aregeographics, demographics, psychographics and behaviour.Based on trials carried out that there is a truth of the hypothesis formulated, namely that there is a significant relationship and effect betweengeographics, demographics, psychographics and behaviourwith buying decision.

Unlocking Purchase Preferences: Harnessing Psychographic Segmentation, Promotion and Location Strategies

“…The positive and significant influence observed in this study suggests that businesses should carefully consider the location of their operations or retail outlets. An ideal location can create a positive impression, increase foot traffic, and enhance the overall customer experience [5], [14]. Factors such as the proximity to transportation hubs, customer demographics, competition, and local amenities should be taken into account when selecting a suitable location.…”

“…This approach recognizes that individuals within the same demographic group can exhibit significant differences in their psychographic profiles. The first step in the STP strategy is segmentation, which involves dividing the market into distinct groups based on relevant characteristics [14]. Psychographic segmentation goes beyond traditional demographic segmentation, such as age or gender, and delves into consumers' motivations, interests, opinions, and attitudes [1].…”

“…By using psychographic segmentation, the company can identify specific segments within the broader health-conscious market, such as yoga enthusiasts, outdoor adventurers, or gym-goers. Understanding the unique psychographic profiles of these segments allows the company to develop targeted marketing messages and products that cater to their specific needs, preferences, and lifestyles [2], [14]. This may involve emphasizing the comfort and flexibility of the apparel for yoga enthusiasts, the durability and moisture-wicking properties for outdoor adventurers, or the performance-enhancing features for gym-goers.…”

The Effect of Market Segmentation Strategy On Purchasing Decisions of Panties Pizza In Surabaya

“…in the journalFullchis et al, (2017): segmentation, demographic segmentation, and psychographic segmentation significantly and simultaneously influence purchasing decisions. H2: Geographical segmentation significantly and partially influence purchasing decisions.…”