ANALISIS EFEKTIVITAS STRATEGI SEGMENTING, TARGETTING, DAN POSITIONING DALAM MENINGKATKAN PENJUALAN MOTOR MENURUT PERSPEKTIF EKONOMI SYARI’AH

Abstract

This research aims to analyze the effectiveness of segmentation, targeting and positioning (STP) strategies in increasing motorbike sales from a sharia economic perspective. The research method used is qualitative, which focuses on descriptive data from words and behavior. Several steps in this research method include: Observation Literature Study, Interview. Focus Group Discussion (FGD). The research results show that implementing the right STP strategy can increase motorbike sales significantly. Variables that influence the effectiveness of STP strategies, such as demographic, psychographic and behavioral segmentation, as well as product positioning in accordance with sharia values, will be discussed further in this research. The implication of this research is the importance of motorbike companies understanding the characteristics of Muslim consumers and aligning marketing strategies with sharia economic principles.