Alfajar, Akhmad Khanif (2023) Segmentasi, Target, Posisi (STP) Dalam Pemasaran Telur Puyuh Pada Bisnis Kecil Arda Gemax Golden Puyuh Jombang. Undergraduate thesis, UPN VETERAN JAWA TIMUR.
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Abstract
One of the livestock businesses that is in great demand by the public today is the poultry farming business. One of the poultry farms that is currently in great demand by the public is quail farming. Meanwhile, the level of competition is getting higher with the entry of quail eggs from outside Jombang to the market in the East Java region which is the target market for Arda Gemax Golden Quail Farms which is a threat. This study aims to analyze the determination of segmentation, targeting, and positioning of Arda Gemax Golden Quail Animal Husbandry SMEs in selling quail eggs. The population in this study were consumers of small bussines Arda Gemax Golden Quail Jombang with a total sample of 100 people who were taken using the accidental sampling method. Source of data obtained from primary data. Data collection was carried out by distributing questionnaires. Data analysis used is cluster analysis and crosstab, profiling, and position maps with correspondence analysis. The results in this study of the SME livestock market segmentation of Arda Gemax Golden Quail on sales of quail eggs are based on 3 clusters with a percentage of cluster 1 22%, cluster 2 49% and cluster 3 29%. The targeting of the Arda Gemax Golden Quail Samall business market on sales of quail eggs is focused on segment 2. Positioning of Arda Gemax Golden Quail small business livestock eggs to consumers compared to other competing products, namely attractive colors and frequent discounts to customers. Keywords: Quail Egg, Segmentation, Targeting, Positioning
| Item Type: | Thesis (Undergraduate) | ||||||||||||
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| Subjects: | H Social Sciences > HD Industries. Land use. Labor > HD1401 Agriculture-Economic aspects | ||||||||||||
| Divisions: | Faculty of Agriculture > Departement of Agribusiness | ||||||||||||
| Depositing User: | Akhmad Khanif Al Fajar | ||||||||||||
| Date Deposited: | 24 Jul 2023 08:44 | ||||||||||||
| Last Modified: | 24 Jul 2023 08:44 | ||||||||||||
| URI: | http://repository.upnjatim.ac.id/id/eprint/16015 |
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