Efektivitas Segmentation, Targeting, And Positoning Terhadap Perilaku Konsumen (Study Kasus Pada Akun Instagram @hayu_outfit)

Abstract

The effectiveness of segmentation, targeting, and positioning on consumer behavior carried
out by the @hayu_outfit Instagram account. The purpose of this study is to examine the effect
of the effectiveness of segmentation, targeting, and positioning on consumer behavior carried
out by the @hayu_outfit Instagram account. This type of research includes correlative
quantitative research. The population in this study were 94buyers taken from regular buyers
at @hayu_outfit. The method used in the study is the type of data to be used, namely primary
data. Of the 117 questionnaires distributed, only 94 questionnaires could be processed. The
data is then tested for data quality by using the validity test, reliability test. After testing the
quality of the data then tested using the Spearman rank test. Then the data were analyzed
using the coefficient of determination test. The results of this study are the effect of the
effectiveness of segmentation, targeting, and positioning on consumer behavior carried out
by the @hayu_outfit Instagram account. The effectiveness of segmentation has a positive and
significant effect on consumer behavior, targeting has a positive and significant effect on
consumer behavior, positioning has a positive and significant effect on consumer behavior.