Pengaruh Segmenting, Targeting, Positioning (STP) dan Strategi Pemasaran terhadap Keputusan Pembelian Konsumen di PT. Jasindo

Abstract

Penelitian dilakukan di PT. Asuransi Jasa Indonesia (Jasindo) dengan mengambil 171 responden nasabah sebagai sampel penelitian yang dihitung menggunakan rumus slovin dari total 100 responden pada margin error 10%. Pengambilan data menggunakan kuisioner tertutup lima skala penilaian ordinal. Penelitian dilakukan secara kuantitatif yaitu dengan analisis deskriptif. Regresi linier ganda digunakan sebagai alat analisis sedangkan pengujian hipotesis dilakukan dengan uji-t. Penelitian menghasilkan empat temuan utama sesuai dengan hipotesis yang diajukan, yaitu: 1) Segmenting memiliki pengaruh positif terhadap keputusan pembelian nasabah; 2) Targeting memiliki pengaruh positif terhadap keputusan pembelian nasabah; 3) Positioning memiliki pengaruh positif terhadap keputusan pembelian nasabah; 4) Personal Selling memiliki pengaruh positif terhadap keputusan pembelian nasabah. Berdasarkan hasil temuan tersebut maka untuk meningkatkan keputusan pembelian nasabah disarankan agar dilakukan upaya peningkatan Segmenting, Targeting, Positioning dan Personal Selling.

 

Kata kunci:

Keputusan Pembelian; Personal Selling; Positioning; Segmenting; Targeting

 

ABSTRACT

 

The research was conducted at PT. Asuransi Jasa Indonesia (Jasindo) by taking 171 customer respondents as research samples calculated using the slovin formula from a total of 100 respondents at a margin of error of 10%. Data were collected using a closed questionnaire with five ordinal rating scales. The research was conducted quantitatively with descriptive analysis. Multiple linear regression was used as an analytical tool while hypothesis testing was done by t-test. The study yielded four main findings in accordance with the proposed hypothesis, namely: 1) Segmenting has a positive influence on customer purchasing decisions; 2) Targeting has a positive influence on customer purchasing decisions; 3) Positioning has a positive influence on customer purchasing decisions; 4) Personal Selling has a positive influence on customer purchasing decisions. Based on these findings, in order to improve customer purchasing decisions, it is recommended that efforts be made to improve Segmenting, Targeting, Positioning and Personal Selling.

 

Keywords:

Personal Selling; Purchase Decision; Positioning; Segmenting; Targeting