Nabiella, Hanna Tsania (2025) Analisis Penerapan Strategi Segmentation, Targeting, Dan Positioning Dalam Optimalisasi Penjualan Pada Coste Coffee Surabaya. Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
This study aims to analyze the implementation of Segmentation, Targeting, and Positioning (STP) strategies in optimizing sales at Coste Coffee Surabaya, a cafe business that focuses on serving premium coffee. The study was conducted using a descriptive qualitative approach through direct observation, in-depth interviews with management, staff, and customers, as well as documentation of marketing activities. The results of the study indicate that Coste Coffee implements a segmentation strategy by combining geographic, demographic, and psychographic dimensions to reach potential consumers such as students and young office workers. The targeting strategy is carried out selectively by considering the functional and emotional needs of each segment, such as affordable prices, a comfortable atmosphere, and stable internet access. Meanwhile, the positioning strategy is designed to build a perception as a modern cafe that not only serves high-quality coffee but also provides a relaxing and working experience that supports an urban lifestyle. The consistent implementation of STP has been shown to increase the relevance of product offerings, strengthen brand image, and encourage customer loyalty, which ultimately contributes to increased sales and business sustainability. Keywords: STP Strategy, Marketing Strategy, Coste Coffee Surabaya
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > H Social Sciences (General) | ||||||||
| Divisions: | Faculty of Social and Political Sciences > Departement of Business Administration | ||||||||
| Depositing User: | Hanna Tsania Nabiella | ||||||||
| Date Deposited: | 11 Jun 2025 04:28 | ||||||||
| Last Modified: | 11 Jun 2025 04:28 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/37281 |
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