Rizkyana, Rani Dwie and Dr. Dwi Retno Andriani, (2023) Analisis Segmentation, Targetting, Dan Positioning Pemasaran Sayur Hidroponik Di Masa Pandemi Covid -19 (Cv. Harvest Queen). Sarjana thesis, Universitas Brawijaya.
Abstract
Coronavirus Disease 2019 (Covid-19) merupakan kasus pneumonia yang menimbulkan dampak yang cukup signifikan di dalam sektor perekonomian. Kondisi pandemi Covid-19 saat ini menekan pertumbuhan ekonomi global serta menimbulkan dampak sosial dan ekonomi khususnya di sektor pertanian. Hidroponik merupakan suatu aktivitas pertanian yang dijalankan dengan menggunakan air yang bernutrisi sebagai media dalam menggantikan tanah, sehingga dalam sistem hidroponik ini dapat memanfaatkan lahan yang sempit. Pada saat pandemi covid ini CV. Harevst Queen mengalami penurunan penjualan. Maka dari itu dengan adanya Strategi segmentasi, targeting dan positioning (STP) ini merupakan salah satu cara agar perusahaan tetap survive di tengah pandemi Covid-19 serta penggunaan digital marketing sebagai alat untuk mempromosikan produk. Segmentasi pasar sangat penting untuk mengenali kondisi konsumen secara spesifik. Metode penelitian yang digunakan yaitu kuantitatif, dilakukan pada bulan Maret- Mei 2022. Lokasi penelitian ditetapkan terhadap responden yang berdomisili di kota Malang dan sekitarnya. Teknik penentuan sampel menggunakan teknik non- probability sampling dengan purposive sampling. Jumlah responden pada penelitian ini sebanyak 62 responden. Teknik pengumpulan data dilakukan menggunakan angket dengan instrumen kuesioner online melalui Google Form. Pengolahan data hasil penelitian dilakukan menggunakan Analisis Cluster dan cross tabulation menggunakan aplikasi SPSS. Variabel yang digunakan dalam penelitian ini meliputi Segmentation, Targeting dan positioning. Hasil penelitian menunjukkan bahwa mendapatkan Karakteristik konsumen yang mana kebanyakan merupakan usia muda, berpendidikan tinggi dan dari berbagai kalangan ekonomi. Konsumen dapat dikelompokan berdasarkan segmen sosial, segmen gaya hidup dan segmen perilaku pembelian. Targeting yang diterapkan oleh CV. Harvest Queen berdomisili di kota Malang dan sekitarnya, berusia muda dan yang ix memiliki gaya hidup yang mementingkan kesehatan. Positioning yang pertama yaitu memposisikan produk sayuran hidroponik kepada konsumen sebagai produk sayuran yang sehat dan menjadi solusi di masa pandemi. Positioning yang kedua yaitu dengan menerapkan ``harga yang murah yang mampu dijangkau oleh berbagai kalangan masyarakat baik ekonomi rendah, menengah maupun tinggi positioning yang ketiga yaitu mengutamakan kualitas pelayanan penjualan sehingga di harapkan pada masa pandemi CV. Harvest Queen dapat bertahan dan penjualan dapat meningkat
English Abstract
Coronavirus Disease 2019 (Covid-19) is a case of pneumonia which has a significant impact on the economic sector. The current condition of the Covid-19 pandemic suppresses global economic growth and has social and economic impacts, especially in the agricultural sector. Hydroponics is an agricultural activity that is carried out by using nutritious water as a medium to replace soil, so that in this hydroponic farming system it can take advantage of narrow land. During this covid pandemic CV. Harevst Queen is also affected by this pandemic which has caused a decline in sales. Therefore, the existence of a segmentation, targeting and positioning (STP) strategy is one way for companies to survive in the midst of the Covid-19 pandemic and the use of digital marketing as a tool to promote products. Market segmentation is very important to identify specific consumer conditions. The research method used is quantitative, conducted in March-May 2022. The research location was determined for respondents who live in the city of Malang and its surroundings. The sampling technique uses a non-probability sampling technique with purposive sampling. The number of respondents in this study were 62 respondents. The data collection technique was carried out using a questionnaire with an online questionnaire instrument via the Google Form. Processing of research data was carried out using cluster analysis and cross tabulation using the SPSS application. The variables used in this study include segmentation, targeting and positioning. The results of the study show that consumers get characteristics which are mostly young, highly educated and from various economic backgrounds. Consumers can be grouped based on social segments, lifestyle segments and buying behavior segments. Targeting applied by CV. Harvest Queen during the pandemic, namely those who live in the city of Malang and its surroundings, are young and have a lifestyle that emphasizes health. The first positioning is positioning hydroponic vegetable products to consumers as healthy vegetable products and a solution during a pandemic. The xi second positioning is by applying ``low prices that can be reached by various groups of people, both low, medium and high economic. the third positioning is prioritizing the quality of sales services so that it is hoped that during the pandemic CV. Harvest Queen can survive and sales can increase after the Covid-19 pandemi
Other obstract
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| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | 0523040225 |
| Uncontrolled Keywords: | Segmentation, Targeting, dan Positioning, Segmentation, Targeting, and Positioning |
| Subjects: | 300 Social sciences > 338 Production > 338.1 Agriculture |
| Divisions: | Fakultas Pertanian > Sosial Ekonomi Pertanian |
| Depositing User: | Nur Cholis |
| Date Deposited: | 08 Aug 2023 02:02 |
| Last Modified: | 08 Aug 2023 02:02 |
| URI: | http://repository.ub.ac.id/id/eprint/202344 |
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