Penerapan segmenting, targeting, positioning pada Warung Pink Ibu Yulia Malang

INDONESIA:

Dewasa ini, berbagai produk yang ada di pasar telah mengalami peningkatan. Hal demikian itu, disebabkan semakin ramainya usaha yang bermunculan, yang pada akhirnya berdampak pada semakin ketatnya persaingan di dunia bisnis. Oleh karenanya, perusahaan harus terus mampu mengembangkan produknya agar dapat selalu mengikuti perkembangan zaman dan tidak kalah dalam persaingan. Untuk dapat mengembangkan dan meningkatkan suatu produk, diperlukan suatu cara untuk mendekati pasar, yaitu dengan cara penerapan segmenting, targeting dan positioning yang terarah, tepat, dan mudah dijangkau. Maka dari itu, peneliti tertarik melakukan penelitian dengan judul “Penerapan Segmenting, Targeting, Positioning pada Warung Pink Ibu Yulia Malang”.

Penelitian ini merupakan penelitian kualitatif dengan menggunakan pendekatan deskriptif. Pengambilan data dilakukan dengan beberapa metode, diantaranya melalui wawancara, observasi, dan dokumentasi. Peneliti mewawancarai pemilik, bagian keuangan, karyawan, dan konsumen Warung Pink. Sedangkan dalam metode analisis data, peneliti menggunakan metode analisis Miles dan Hubermen yang meliputi empat tahap, yaitu reduksi data, model data, kesimpulan, dan triangulasi.

Dari hasil penelitian, peneliti memperoleh kesimpulan bahwa penerapan segmentasi, targeting dan positioning yang dilakukan oleh Warung Pink Ibu Yulia mengalami peningkatan jumlah pelanggan atau konsumen. Ditambah lagi, adanya inovasi produk yang dilakukan oleh Warung Pink sesuai dengan keinginan para konsumen. Sehingga, dapat disimpulkan bahwa dengan penerapan segmentasi, targeting, dan positioning pada Warung Pink, menjadikan posisi usaha Ibu Yulia semakin membaik di pasar bisnis atau di mata para konsumen, sehingga hal tersebut sangat membantu perkembangan penjualan dan produknya.

ENGLISH:

Nowadays, there are various products in the market have increased. This is due to the growing number of businesses which appears and this made the increasingly competition in the business world. Therefore, the companies should be continuing in developing their products so they can follow the times which changed and not lose in the business competition. To be able in developing and improving their product, the companies need an approach to the market by implementing the segmenting, targeting, and positioning which directed, precise, and easy to reach. So the researcher was interested in doing this research under the title “The Application of Segmenting, Targeting, Positioning On Mrs. Yulia's Warung Pink Malang”.

This research is a qualitative research with descriptive approach. The data collected in several methods such through an interviews, observation, also the documentation. The researchers interviewed the owner of Warung Pink, the finances, employees, also the consumers. Whereas the method used in the data analysis is Miles and Hubermen analysis method which included the four stages such as data reduction, data model, conclusion, and triangulation.

The results of this research which concluded by the researcher is the application of segmenting, targeting, and positioning in Mrs. Yulia’s Warung Pink are made the increasing number of the consumers. The product innovation carried out by Warung Pink in accordance with the wishes of consumers also give the impact. Thus, it can be concluded that with the implementation of segmenting, targeting, and positioning in Warung Pink makes Mrs. Yulia's business position are improves in the business market also in the eyes of their consumers, so it is greatly helps the development of sales and products.