Pengaruh Strategi Segmenting Targeting Dan Positioning Terhadap Loyalitas Pelanggan PT Petrokimia Gresik Melalui Keputusan Pembelian Sebagai Variabel Intervening Pada Pupuk Non Subsidi

Lazuardi, Raihan Bimo (2025) Pengaruh Strategi Segmenting Targeting Dan Positioning Terhadap Loyalitas Pelanggan PT Petrokimia Gresik Melalui Keputusan Pembelian Sebagai Variabel Intervening Pada Pupuk Non Subsidi. Undergraduate thesis, UPN Veteran Jawa Timur.

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Abstract

The high demand for fertilizers in Indonesia, along with the development of an increasingly competitive agricultural and industrial sector, makes PT Petrokimia Gresik one of the main players in the fertilizer market. As a producer, distributor, and provider of fertilizers, so as to increase market share and boost sales of non-subsidized fertilizer products. This study aims to analyze the effect of segmenting, targeting, and positioning on customer loyalty of PT Petrokimia Gresik, with purchasing decisions as an intervening variable in non-subsidized fertilizer products. This research is motivated by the increasing need for nonsubsidized fertilizers in the midst of increasingly fierce business competition, so that the right marketing strategy is needed to maintain customer loyalty. The vii research method used is quantitative with a Structural Equation Modeling (SEM) approach. Data was collected through a questionnaire survey by purposive sampling to 69 respondents consisting of PT Petrokimia Gresik customers. The variables analyzed include market segmentation, targeting, product positioning, purchasing decisions, and customer loyalty. The results showed that marketing strategies have a significant influence on positioning on consumer loyalty, as well as segmenting and positioning on purchasing decisions which ultimately increase customer loyalty.

Item Type:

Thesis (Undergraduate)

Contributors:

Contribution	Contributors	NIDN/NIDK	Email
Thesis advisor	Winarno, Sri Tjondro	NIDN0011025908	sritjondro_w@upnjatim.ac.id
Thesis advisor	Syah, Mirza Andrian	NIDN0027089601	mirza.a.agibis@upnjatim.ac.id

Subjects:

H Social Sciences > HC Economics
S Agriculture > S Agriculture (General)

Divisions:

Faculty of Agriculture > Departement of Agribusiness

Depositing User:

Raihan Bimo Lazuardi

Date Deposited:

19 Feb 2025 08:07

Last Modified:

19 Feb 2025 08:07

URI:

https://repository.upnjatim.ac.id/id/eprint/34736