ANALYZING CONSUMER MARKETS (SEGMENTASI, TARGETING, POSITIONING) OF CONSUMER BUYING DECISION MINI BROWN CHEESE CAKE MANADO

MONA, EGIL ANGGREINI and Montolalu, Apolinaris Abdon and Sumual, Loureine P. (2020) ANALYZING CONSUMER MARKETS (SEGMENTASI, TARGETING, POSITIONING) OF CONSUMER BUYING DECISION MINI BROWN CHEESE CAKE MANADO. Skripsi thesis, UNIVERSITAS KATOLIK DE LA SALLE MANADO.

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Official URL: https://digilib.unikadelasalle.ac.id/

Abstract

Segmentation, Targeting, and Positioning are the most important parts in a company to be able to recognize its customers. This research was conducted to find out how effective segmentation, targeting and positioning are on consumer purchasing decisions of Mini Brown Cheese Cake Manado.
This research method uses qualitative research methods, using a population of consumer data from the Mini brown Cheese Cake Manado, by producing 144 samples of respondents after that it is processed using SPSS and using multiple regression analysis as a measuring tool with the analysis method T test and F test.
The results showed that based on the results of multiple regression analysis and doing the T and F test anilisi showed that all independent variables except for targeting had insignificant results on the dependent variable or consumer purchasing decisions
Keywords: segmentation, targeting, positioning, consumer buying decision.

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Thesis (Skripsi)

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