HUBUNGAN SEGMENTING TARGETING POSITIONING TERHADAP VOLUME PENJUALAN DI TOKO SUN MIRACLE

ARIF ISNAENI, NIM 212131008 (2026) HUBUNGAN SEGMENTING TARGETING POSITIONING TERHADAP VOLUME PENJUALAN DI TOKO SUN MIRACLE. S1 thesis, UNUGHA Cilacap.

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Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh strategi pemasaran Segmentation, Targeting, dan Positioning (STP) terhadap Volume Penjualan di Toko Sun Miracle. Penelitian menggunakan pendekatan kuantitatif dengan sampel 100 responden yang dipilih melalui purposive sampling. Data dikumpulkan menggunakan kuesioner dan dianalisis dengan regresi linier berganda menggunakan SPSS 25. Hasil penelitian menunjukkan bahwa secara parsial maupun simultan, variabel Segmentasi, Targeting, dan Positioning berpengaruh positif dan signifikan terhadap Volume Penjualan dengan nilai signifikansi 0,000 < 0,05. Nilai Adjusted R Square sebesar 0,415 menunjukkan bahwa 41,5% variasi Volume Penjualan dapat dijelaskan oleh ketiga variabel tersebut.
Kata Kunci: Segmentasi, Targeting, Positioning, Volume Penjualan

Item Type: Thesis (S1)
Subjects: H Social Sciences > H Social Sciences (General)
Divisions: Fakultas Teknologi Industri > Prodi Teknologi Industri
Depositing User: Minnati Umdatul Istiqomah NITK7700014404
Date Deposited: 07 Aug 2026 06:59
Last Modified: 07 Aug 2026 06:59
URI: http://repo.unugha.ac.id/id/eprint/607

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