Optimalisasi Strategi Segmentation, Targeting dan Positioning Dalam Meningkatkan Penjualan pada Pitstop Kopi Gresik

Abstract

This study uses a qualitative descriptive method that aims to determine the strategy of segmentation, targeting, positioning in increasing sales at PitStop Kopi Gresik. Data collection techniques through in-depth interviews, observation, and documentation were carried out by researchers in identifying segmentation, targeting, positioning at Pitstop Kopi Gresik. Based on the research results obtained are (1) segmentation at Pitstop Kopi Gresik based on geography, namely in the middle of the city and lower middle class people. Demographic segment from 19-30 years old youth to adults. The psychographic segment is the personality of the Gresik people who like to hang out, enjoy coffee and lifestyle like hanging out. The consumer behavior segment is attracted to repeat orders for the product because it tastes good. (2) Targeting product specialists Pitstop Coffee makes and provides a limited range of products by selling clothing. Its Market Specialists utilize sales marketing who visit various schools in Gresik to introduce products and places. Selective Specialties with the people of Gresik who like sweet drinks and foods that are not too spicy. Full service using a customer service system, only ordering menus, the menu will be delivered by the waiter. (3) Positioning based on attributes including making latte art competition events, logos, colors, and jargon can be known by many people. Based on price and quality, prices are affordable by consumers and have good taste quality. Based on superior use in terms of events, service, place, packaging and coffee drinks because this coffee is blended according to Gresik's typical coffee. Based on the use of this product, it positions the use of products that use menu names that are anti-mainstream.

 Keywords: Segmentation, Targeting, Positinoning