PENGARUH SEGMENTING, TARGETING DAN POSITIONING TERHADAP EFEKTIVITAS STRATEGI PEMASARAN PADA ENCAR DAIHATSU CABANG BATURAJA

Abstract

The purpose of this study was to determine the effect of segmenting, targeting and positioning on the
effectiveness of the marketing strategy at Encar Daihatsu Baturaja Branch. This research uses descriptive
research method. The results of the research and discussion obtained multiple linear regression as
follows: Y = 0.395 + 0.409 X1 + 0.114 X2 + 0.427 X3. The correlation coefficient value of 0.817 based on
the correlation coefficient interval can be stated that the relationship between segmenting (X1), targeting
(X2) and positioning (X3) variables on the effectiveness of marketing strategy (Y) is strong, because it is in
the interval 0.60-0.799. Testing the hypothesis that produces a calculated t value for the segmenting
variable is (1.415) < t table (2.17881) this means that Ho is accepted and Ha is rejected, meaning that
there is no effect of segmenting on the effectiveness of the marketing strategy at Encar Daihatsu Baturaja
Branch. The calculated t value of the targeting variable is (0.498) <t table (2.17881) this means that Ho is
accepted and Ha is rejected, meaning that there is no effect of targeting on the effectiveness of the
marketing strategy at Encar Daihatsu, Baturaja Branch. The t value of the positioning variable is (1.708) <t
table (2.17881) this means that Ho is accepted and Ha is rejected, meaning that there is no positioning
effect on the effectiveness of the marketing strategy at Encar Daihatsu, Baturaja Branch. While the results
of the F test obtained the value of Fcount (3.315) < Ftable (3.49) means rejecting Ha and accepting Ho.
Thus segmenting (X1), targeting (X2), positioning (X3) simultaneously does not affect the effectiveness of
the marketing strategy at Encar Daihatsu Baturaja Branch (Y).