Pengaruh Segmenting, Targeting dan Positioning Terhadap Keputusan Pembelian Furniture

Abstract

The marketing strategy of a company is very important because it is the spearhead for the company. The things that determine the progress of a company, it is hoped that the company can develop into progress and success with good progress. One of them is the company PT. Andreti International Surabaya, the company must find the right and appropriate ways of the products to be marketed from the company, because a good and correct marketing strategy will determine whether or not many consumers make purchasing decisions which also affect the level of profit or income of a company.The purpose of this study was to determine the effect of segmenting, targeting and positioning on purchasing decisions. This research uses descriptive quantitative research. This sampling technique uses ex post facto sampling technique, namely sampling with certain considerations. Sampling got a population of 100 respondents or consumers at PT. Andreti International Surabaya. The analytical method used in this study is multiple linear regression analysis using the SPSS version 21 program. The results of this study indicate that the segmenting variable has a positive and significant effect on purchasing decisions. Meanwhile, the targeting and positioning variables had no significant effect on purchasing decisions.
Keywords: segmenting, targeting, positioning, purchasing decisions