IMPLEMENTASI ANALISIS STP (SEGMENTATION, TARGETING, POSITIONING) PADA USAHA KUE TRADISIONAL DJAJE
Abstract
Djaje is a traditional cake business that was founded in 2017. The products that Djaje sells are various wet snacks. The initial strategy used was only offline, such as handing cakes to resellers, but as the number of competitors increased, Djaje's sales declined. This research uses method analysis STP (Segmentation, Targeting, Positioning) the data is then presented with a qualitative descriptive method. The purpose of this study was to determine the results of implementing digital marketing strategies in improving traditional cakes. The results of the implementation of the strategy implemented by adjusting the content of photos, descriptions, posts, and advertisements using STP (Segmentation, Targeting, Positioning) analysis as a basis. By utilizing various digital platforms to reach more potential consumers, Djaje managed to make cake sales increase from October 2021 by Rp. 10,000,000 per month until March 2022 reaching Rp. 25,092,500 with total sales for 6 months of Rp. 105,832,500.
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[3] C. A. Ramadhanty, D. R. Nadya, Z. Mustaqimah, and R. Yosintha, “Strategi Digital Marketing UKM Terdampak Covid-19 di Kelurahan Sidorejo Temanggung,” ABDIPRAJA ( J. Pengabdi. Kpd. Masy. ), vol. 2, no. 1, pp. 31–42, 2021.
[4] E. Suryanti, H. Lesmana, and H. Mubarok, “Analisis Strategi Pemasaran untuk Meningkatkan Pendapatan UMKM,” Permana J. Perpajakan, Manajemen, dan Akunt., vol. 13, no. 1, pp. 60–72, 2021, doi: 10.24905/permana.v13i1.117.
[5] M. Astuti and T. Handayani, “Analisis Kinerja Pemasaran UMKM Produk Olahan Singkong di Wilayah Lebak-Banten,” J. Manaj. Strateg. dan Apl. Bisnis, vol. 4, no. 2, pp. 331–342, 2021, doi: 10.36407/jmsab.v4i2.276.
[6] N. D. Setyowati1 and R. P. Tutiasri, “Strategi Komunikasi Pemasaran Bagi Pelaku Usaha Makanan yang,” JISIP J. Ilmu Sos. dan Ilmu Polit., vol. 10, no. 1, pp. 73–84, 2021,
[7] B. B. V Mamahit et al., “MENINGKATKAN DAYA SAING ANALYSIS OF SERVICE MARKETING STRATEGY CV . CARITAS DEI NOBISCUM TO INCREASE COMPETITIVENESS Oleh : Jurusan Manajemen , Fakultas Ekonomi dan Bisnis Jurnal EMBA Vol . 9 No . 3 Juli 2021 , Hal . 892 - 901,” J. EMBA, vol. 9, no. 3, pp. 892–901, 2021.
[8] R. J. Anugrah, “Efektifitas Penerapan Strategi Online Marketing Oleh UMKM Dalam Masa Pembatasan Sosial Berskala Besar (PSBB) Corona Viruses Disease 2019 (Covid-19),” J. Manaj. dan Inov., vol. 3, no. 2, pp. 55–65, 2020, doi: 10.15642/manova.v3i2.302.
[9] M. Dr. M. Anang Firmansyah, SE, “Buku Pemasaran Produk dan Merek,” Buku Pemasar. Prod. dan Merek, no. August, p. 336, 2019.
[10] D. Chaffey and F. E. Chadwick, Digital Marketing Strategy, Implementation and Practice. Harlow, United Kingdom: Pearson Education Limited, 2019
[11] S. Diamond, Digital Marketing All in One. Hoboken, New Jersey: John Wiley & Sons, Inc, 2019.
[12] A. C. Andita, “Pengaruh Iklan, Harga Dan Kualitas Produk Terhadap Minat Beli Ulang Konsume (Studi Kasus Pada Mahasiswa Konsumen Isoplus Di Universitas Sanata Dharma Yogyakarta),” Manajemen, pp. 1–102, 2017
[13] S. Kasus, A. Tiktok, S. Informasi, F. Teknik, U. Bina, and S. Informatika, “Pemanfaatan Media Sosial Tiktok Sebagai Media Promosi Industri Kuliner Di Yogyakarta Pada Masa Pandemi Covid-19 Yogyakarta In The Pandemic Time Of Covid-19,” vol. 12, pp. 65–71, 2021, doi: 10.31294/khi.v12i1.10132.
[14] K. Quesenberry, Social media strategy : marketing, advertising, and public relations in the consumer revolution. 2019.
[15] W. S. Tiwi Rahmadona, Asmar Yulastri, “Inventarisasi Jenis Dan Resep Kue-Kue Tradisional Di Kabupaten Pasaman Barat,” E-Journal Home Econ. Tour., vol. 14, no. 1, pp. 1–8, 2017,
[16] M. R. Fadli, “Memahami desain metode penelitian kualitatif,” vol. 21, no. 1, pp. 33–54, 2021, doi: 10.21831/hum.v21i1.
[17] F. P. Evariyanti, “Analisis Strategi E-Marketing Dalam Upaya Peningkatan Penjualan Travel Agent Online mybaliwisata.com,” 2018.
[18] D. Chaffey and F. E. Chadwick, Digital Marketing Strategy, Implementation and Practice. Harlow, United Kingdom: Pearson Education Limited, 2019.
[19] Puguh Dwi Sucahyo, “Penerapan Segmenting, Targeting dan Positioning (STP) Produk Roti Pada Citra Kendedes Cake and Bakery,” vol. 4, no. 1, pp. 1–23, 2018.
[20] I. P. Putri, R. R. Kurniati, and D. Zunaida, “Analisis Strategi Segmenting,Targeting,Positioning Dalam Meingkatkan Volume Penjualan Di Era Pandemi,” Jiagabi, vol. 10, no. 2, pp. 115–121, 2021, [Online]. Available: https://www.alodokter.com/virus-.
[21] B. Manggu and S. Beni, “Analisis Penerapan Segmentasi, Targeting, Positioning (Stp) Dan Promosi Pemasaran Sebagai Solusi Meningkatkan Perkembangan Umkm Kota Bengkayang,” Sebatik, vol. 25, no. 1, pp. 27–34, 2021, doi: 10.46984/sebatik.v25i1.1146.
[22] M. Syafii, N. E. Budiyanto, J. T. Informatika, F. Teknik, and U. W. Hasyim, “Penerapan Digital Marketing dengan Analisis STP,” vol. 4, no. 1, pp. 66–71, 2022.
Published
2022-06-30
How to Cite
PUTRA, Made Irvan Mahendra; LAVIANTO, Sephy; ARTANA, I Made.
IMPLEMENTASI ANALISIS STP (SEGMENTATION, TARGETING, POSITIONING) PADA USAHA KUE TRADISIONAL DJAJE.
Jurnal Tekinkom (Teknik Informasi dan Komputer), [S.l.], v. 5, n. 1, p. 78-84, june 2022.
ISSN 2621-3079.
Available at: <https://jurnal.murnisadar.ac.id/index.php/Tekinkom/article/view/482>. Date accessed: 19 apr. 2024.
doi: https://doi.org/10.37600/tekinkom.v5i1.482.
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