Market Segmentation, Targeting, and Positioning on Sales Volume: Role of Digital Innovation as Mediator
Keywords:
Digital Innovation, Market Segmentation, Sales Growth, Tobacco Farmers
Abstract
Tobacco farming in Situbondo plays a critical role in the local economy. However, despite high productivity, farmers face challenges in effectively marketing their produce to achieve optimal sales outcomes. This study examines the role of digital innovation in enhancing the effectiveness of market segmentation, targeting, and positioning (STP) strategies in driving sales volume growth among tobacco farmers in Situbondo Regency, Indonesia. This research explores how digital innovation mediates the relationship between STP strategies and sales growth. Using a quantitative approach, data were collected via a Likert-scale questionnaire from 115 tobacco farmers. This study's findings indicate that market segmentation, targeting, and positioning positively influence sales volume, with digital innovation serving as a significant mediator. The results highlight the importance of integrating traditional marketing strategies with digital tools to broaden market reach and enhance customer engagement. This study provides valuable insights for tobacco farmers and policymakers, underscoring the need for strategic, integrated marketing approaches and digital literacy to support sustainable growth in the local tobacco industry.Downloads
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References
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Astuti, P. A. S., Assunta, M., & Freeman, B. (2020). Why is tobacco control progress in Indonesia stalled? - A qualitative analysis of interviews with tobacco control experts. BMC Public Health, 20(1), 527. https://doi.org/10.1186/s12889-020-08640-6
Azzaki, M. A. (2021). Pengaruh Perdagangan Internasional, dan Keterbukaan Ekonomi Terhadap Indeks Pembangunan Manusia di Negara - Negara Asean. Jurnal Ekonomi Bisnis Dan Kewirausahaan, 10(2), 154–174. https://doi.org/10.26418/jebik.v10i2.46953
B. Basri, B. (2023). Pengaruh Segmentasi Targeting Dan Positioning Terhadap Peningkatan Volume Penjualan Mobil Merek Pajero Sport di PT. Bosowa Berlian Motor Kota Makassar. Manajemen Dewantara. https://doi.org/10.26460/md.v7i2.14509
Bizhanova, K., Mamyrbekov, A., Umarov, I., Orazymbetova, A., & Khairullaeva,
A. (2019). Impact of digital marketing development on entrepreneurship.
E3S Web of Conferences. https://doi.org/10.1051/e3sconf/201913504023 Chevhanova, V., & Vasiuta, V. (2021). The role of market segmentation in
consumer behavior investigation. Galic’kij Ekonomičnij Visnik. https://doi.org/10.33108/galicianvisnyk_tntu2021.04.116
Christian, Y., & Qi, K. O. Y. R. (2022). Penerapan K-Means pada Segmentasi Pasar untuk Riset Pemasaran pada Startup Early Stage dengan Menggunakan CRISP-DM. Jurikom (Jurnal Riset Komputer), 9(4), Article 4. https://doi.org/10.30865/jurikom.v9i4.4486
Darlis, V., & Utary, T. (2022). Determinan Efisiensi Bank Umum Syariah di Indonesia dengan Profitabilitas sebagai Pemoderasi. Akuntansi Dan Manajemen, 17(1), Article 1. https://doi.org/10.30630/jam.v17i1.168
Efendi, M. N., & Prasetiyo, L. (2022). Komunikasi Pemasaran Terpadu Dalam Peningkatan Potensipasar Rakyat di Kota Madiun. Muslim Heritage, 7(1), Article 1. https://doi.org/10.21154/muslimheritage.v7i1.3926
Fawzi, M. G., Iskandar, A. S., Erlangga, H., Nurjaya, & Sunarsi, D. (2022).
STRATEGI PEMASARAN Konsep, Teori dan Implementasi. Pascal Books. Feng, X., Li, Y., Lin, X., & Ning, Y. (2020). Mobile targeting in industrial marketing: Connecting with the right businesses. Industrial Marketing Management, 86, 65–76.
https://doi.org/10.1016/J.INDMARMAN.2019.06.007
Gea, S. (2022). Pengaruh Segmentasi Pasar Terhadap Peningkatan Volume Penjualan. Jurnal Akuntansi, Manajemen dan Ekonomi, 1(1), Article 1. https://doi.org/10.56248/jamane.v1i1.12
George, R. (2021). Market Segmentation, Targeting, and Positioning. Marketing Tourism and Hospitality. https://doi.org/10.1007/978-3-030-64111-5_7
Ghozali, I., & Latan, H. (2015). Partial Least Squre Konsep. Teknik dan Aplikasi Menggunakan Program SmartPLS 3.0. Semarang: Badan Penerbit Universitas Diponogoro.
Hackley, C. (2023). Critical Marketing Pedagogy: Caught Between Ideology and Enlightenment. Revista Interdisciplinar de Marketing. https://doi.org/10.4025/rimar.v13i2.67575
Hair, J. F., Ringle, X., M., & Sarstedt, M. (2017). A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM) (2 Edition). California: Sage Publications Inc.
Hair, J. F., Risher, J. J., Sarstedt, M., & Ringle, C. (2019). When to use and how to report the results of PLS-SEM. European Business Review. https://doi.org/10.1108/EBR-11-2018-0203
Hakim, I. (2023). Segmentation, Targeting and Positioning in Determining Product Purchasing Decisions. Jurnal Ilmu Manajemen Advantage. https://doi.org/10.30741/adv.v7i1.924
Hanifah, I. N., & Pantas, P. E. (2022). Pengaruh Indikator Makroekonomi Terhadap Volume Perdagangan Sukuk Ritel di Indonesia. Etihad: Journal of Islamic Banking and Finance, 2(2), 99–114. https://doi.org/10.21154/etihad.v2i2.4355
Hermantria, I. (2021). Segmentasi Konsumen Pupuk Non-Subsidi Di Provinsi Nusa Tenggara Timur. Balance: Economic, Business, Management and Accounting Journal, 18(2), Article 2.
https://doi.org/10.30651/blc.v18i2.7301
Ikhsan, E., & Saidin, S. (2023). Tobacco plantation concessions and communal land rights in East Sumatra: Analysis of the four standard concessions in the colonial era (1877 – 1892). Cogent Arts & Humanities, 10(2), 2286060. https://doi.org/10.1080/23311983.2023.2286060
Ilham Abu & Ridwan. (2023). Analysis of Segmentation, Targeting, and Positioning (STP) Determination on Sales Volume at Cafe Teras Empang Parepare City. Fundamental and Applied Management Journal, 1(1), 13–
19. https://doi.org/10.61220/famj.v1i1.202303
Indrasari, D. M. (2019). Pemasaran dan Kepuasan Pelanggan: Pemasaran dan kepuasan pelanggan. Unitomo Press.
Irawati, N., & Prakoso, A. A. (2022). Strategi Manajemen Pemasaran Berbasis Fishbone Analysis Di Desa Wisata Kasongan Kabupaten Bantul Daerah Istimewa Yogyakarta. Respati, 17(1), Article 1.
https://doi.org/10.35842/jtir.v17i1.438
Kim, A. J., & Ko, E. (2012). Do social media marketing activities enhance customer equity? An empirical study of luxury fashion brand. Journal of Business Research, 65(10), 1480–1486.
https://doi.org/10.1016/j.jbusres.2011.10.014
Maghfur, M., & Dahda, S. S. (2022). Determination of Marketing Strategy in SMEs UD. Albarokah Based on 4P Strategy, Promotion Mix, Public Relations. Motivection: Journal of Mechanical, Electrical and Industrial Engineering, 4(2), Article 2. https://doi.org/10.46574/motivection.v4i2.124
Mandasari, I. C. S., Paramananda, N., & Mahendrawati, N. L. M. (2021). Program Kemitraan Masyarakat Pada Kelompok Perajin Perak Dharma Batubulan, Kabupaten Gianyar. International Journal of Community Service Learning, 5(3), Article 3. https://doi.org/10.23887/ijcsl.v5i3.36128
Manggu, B., & Beni, S. (2021). Analisis Penerapan Segmentasi, Targeting, Positioning (STP) dan Promosi Pemasaran Sebagai Solusi Meningkatkan Perkembangan UMKM Kota Bengkayang. Sebatik, 25(1), Article 1. https://doi.org/10.46984/sebatik.v25i1.1146
Manik, D. E. M. (2021). Analysis of the Impact of Product and Advertising Innovation on Sales Volume. 7, 162–169. https://doi.org/10.47663/JMBEP.V7I2.211
Martiningtiyas, C. R., Hermawan, A., Chaniago, N., Baliartati, B. O., & Lestari, N. (2022). Peran Media Sosial untuk Pemasaran Digital. Dirkantara Indonesia, 1(1), 25–30. https://doi.org/10.55837/di.v1i1.30
McMichael, H. (2024). The Cigar Tobacco Industry in East Java: Facing an Uncertain Future? OECONOMICUS Journal of Economics, 8(2), Article 2. https://doi.org/10.15642/oje.2024.8.2.72-79
Mirnasari, T., & Yamin, Y. (2021). Pengaruh Promosi Terhadap Peningkatan Volume Penjualan UMKM Keripik Pisang Di Gang PU Bandar Lampung. Prosiding Seminar Nasional Penelitian dan Pengabdian kepada Masyarakat, 2(1), Article 1. https://doi.org/10.24967/psn.v2i1.1460
Increasing Sales Volume. JPPI (Jurnal Penelitian Pendidikan Indonesia). https://doi.org/10.29210/020232308
Oktarini, R. (2022). Buku Ajar Strategi Pemasaran. Cipta Media Nusantara.
Osei, F., Ampomah, G., Kankam-Kwarteng, C., Bediako, D., & Mensah, R. (2021). Customer Satisfaction Analysis of Banks: The Role of Market Segmentation. Science Journal of Business and Management, 9, 126. https://doi.org/10.11648/j.sjbm.20210902.19
Pratiwi, D. A., & Fanani, Z. (2019). The Mediating Role of Innovation: Organizational Learning. Jurnal Reviu Akuntansi Dan Keuangan, 9(2), Article 2. https://doi.org/10.22219/jrak.v9i2.8713
Qurtubi, M. F. (2022). The Impact of Digital Marketing: A Systematic Literature Review. Int. J. Interact. Mob. Technol., 16, 15–29. https://doi.org/10.3991/ijim.v16i13.30609
Saeed, S. A., Abas, S. R., & Abdalkarim, N. B. (2023). Effect of the Internet on Enhancing Marketing among Business Organizations. International Journal of Marketing and Digital Creative. https://doi.org/10.31098/ijmadic.v1i2.1751
Sakinah, L. N., Nasution, M. I. P., & Harahap, M. I. (2023). Pengaruh Bauran Pemasaran 7P Terhadap Keputusan Pembelian Pada Pra, Masa, dan Pasca Covid-19. Jurnal Media Wahana Ekonomika. https://doi.org/10.31851/jmwe.v20i2.11878
Saputri, S. S., Harisudin, M., & Riptanti, E. W. (2023). Development Strategies for Chopped Tobacco Agribusiness in the Anjang Kencono 13 Farmer Group in Klaten Regency. 343–361. https://doi.org/10.2991/978-94-6463-128- 9_35
Sarita, M. C., Febriyantoro, M. T., Zulkifli, Z., Suleman, D., Saputra, F., & Suyoto,
Y. T. (2022). The Influence of Product Differentiation, Price and Positioning on Purchasing Decisions at Niceso Stores in South Tangerang. Priviet Social Sciences Journal. https://doi.org/10.55942/pssj.v2i4.177
Schlegelmilch, B. (2022). Segmenting Targeting and Positioning in Global Markets. Management for Professionals. https://doi.org/10.1007/978-3- 319-26279-6_4
Sintaro, S., Surahman, A., & Tri Prastowo, A. (2020). Penerapan Web Walkers Sebagai Media Informasi Untuk Perbandingan Manual Brewing Coffee di Indonesia. JSiI (Jurnal Sistem Informasi), 7(2), 132–137. https://doi.org/10.30656/jsii.v7i2.2507
Sudarso, S. (2022). Analisis Implementasi Segmenting, Targeting dan Positioning Terhadap Keputusan Pembelian Pada Kedai ABG Sidoarjo. Jurnal Riset Entrepreneurship, 5(1), 7. https://doi.org/10.30587/jre.v5i1.3342
Sumarni, B. (2022). Analisis Struktur Pasar Komoditas Bawang Merah. Tarjih : Agribusiness Development Journal, 2(01), Article 01. https://doi.org/10.47030/tadj.v2i01.359
Susilo, S., Budijanto, B., Ifan, D., & Istiawati, N. F. (2022). Impact of Geographic Conditions on Sirri Marriage Phenomenon in Situbondo District. Geosfera Indonesia, 1(7), Article 7.
Taqwatullah, B. F. M., & Nugraha, A. E. (2022). Strategi Upselling Produk Minuman di Café Hotter Coffee & Cinema. Jurnal Perspektif, 20(2), Article
2. https://doi.org/10.31294/jp.v20i2.13545
Wang, J. (2020). Construction of Competency Model of Digital Marketing Talents.
2, 34–37. https://doi.org/10.36012/EMS.V2I3.3371
Wibawa, S., Rifawan, A., Kharisma, B., & Amaliya, A. (2023). Sovereignty above international regime: Framework of convention on tobacco control agenda in Indonesia. Cogent Social Sciences, 9(1), 2200663. https://doi.org/10.1080/23311886.2023.2200663
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Published
2025-05-24
Section
Articles
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