The loyalty of Pagar Alam City Tourists in terms of Segmenting, Targeting, and Positioning

Elvera Elvera

doi:10.30741/wiga.v12i4.899

Authors

Elvera Elvera Institut Teknologi dan Bisnis Lembah Dempo

DOI:

https://doi.org/10.30741/wiga.v12i4.899

Keywords:

Segmenting, Targeting, Positioning, Loyalty

Abstract

This research is aimed to analyze the effect of Segmenting, Targeting, dan Positioning on the loyalty of Pagar Alam City tourists. The population of this study is tourists who came or visit Pagar Alam City. The sampling technique used purposive sampling that the population was taken based on certain criteria namely the tourists who lived outside Pagar Alam City and have traveled to Pagar Alam City, with 400 respondents as the sample. The statistical analysis technique used in this study is multiple regression. The result of this research showed that partially segmenting, targeting, and positioning had a positive effect and significance on tourist loyalty. Next, simultaneously segmenting, targeting, and positioning also had a positive and significant effect on tourist loyalty. It means that the better application of segmenting, targeting, and positioning, the higher tourist loyalty in Pagar Alam City. Thus, it is recommended for tourism managers in this case the Tourism Office of Pagar Alam City to improve targeting and better positioning so that tourists have positive expectations for tourist destinations in Pagar Alam City. In the end, positive tourist expectations can increase loyalty to tourist destinations in Pagar Alam City.

Downloads

Download data is not yet available.

References

Anggraini, A. (2014). Pengaruh Produk Positioning Terhadap Loyalitas Audience Pada Radio Mentari 95. 10 FM Pekanbaru. Universitas Islam Negeri Sultan Syarif Kasim Riau.

Anggraini, F. (2019). Strategi Segmenting, Targeting dan Positioning Pemasaran di PT. Nur Ramadhan Wisata Surabaya (Universitas Islam Negeri Sunan Ampel Surabaya). In FLEPS 2019 - IEEE International Conference on Flexible and Printable Sensors and Systems, Proceedings.

Anjelisa, Mananeke, L., & Rogi, M. (2018). Analisis Pengaruh Strategi Segmentasi, Targeting Dan Positioning (Stp) Terhadap Keputusan Pembelian Produk Bp-Smart Protection Di Ajb Bumiputera 1912 Cabang Sam Ratulangi Manado. Jurnal EMBA: Jurnal Riset Ekonomi, Manajemen, Bisnis Dan Akuntansi, 6(4), 4073–4082. https://doi.org/10.35794/emba.v6i4.21970

Firdaus, F., Shalihin, N., Anggreta, D. K., Yasin, F., & Tutri, R. (2019). Improving the benefits of karamba into tourism activities: An effort to reduce the ecological impact of aquaculture in Maninjau Lake, Indonesia. Geo Journal of Tourism and Geosites, 26(3), 726-736. https://doi.org/10.30892/gtg.26304-392

Gramer, & Brown. (2006). Loyalitas Pelanggan Sebagai Strategis Bersaing. Erlangga.

Greenland Tourism. (2015). Tourism Report.

Gunawan, A. I. (2013). Pengaruh Brand Positioning Terhadap Loyalitas Pelanggan Surat Kabar Pikiran Rakyat. Jurnal Ilmiah Pendidikan Ekonomi, 1(2), 136–141.

Hasan, A. (2013). Marketing dan kasus-kasus pilihan. CAPS.

Jaelani, A. (2017). Halal Tourism Industry in Indonesia: Potential and Prospects. International Review of Management and Marketing, 7(3), 25-34.

Kartajaya, H., & Yuswohady. (2005). Attracting Tourists Traders Inventors. PT. Gramedia Pustaka Utama.

Khasali, R. (2005). Membidik Pasar Indonesia : Segmenting, Targeting dan Positioning (Jakarta). Gramedia Pustaka Utama.

Kotler, P., & Amstrong, G. (2016). Principles of Marketing Sixteenth Edition Global Edition. Pearson Education Limited

Marconi, J. (1993). Beyond Branding. Probus Publishing Company.

Meldayanoor, Darmawan, M., & Nuriyanah, E. (2019). Analisis Segmenting, Targeting, Positionig (STP) Terhadap Kepuasan Konsumen Pada Produk Kerupuk Buah UD. Sukma Cap MD Desa Sumber Makmur Kec. Takisung Kab. Tanah Laut Kal-Sel. Jurnal Teknologi Agro-Industri, 6(1), 9-19. https://doi.org/10.34128/jtai.v6i1.82

Prasuna, C. (2020). Government To Promote Tourism And Hospitality In India. International Journal of Multidisciplinary Educational Research, 9(11), 34-38.

Prayag, G., Disegna, M., Cohen, S. A., & Yan, H. (Gordon). (2011). Segmenting Markets by Bagged Clustering. Journal of Travel Research, 54(2), 234–250. https://doi.org/10.1177/0047287513514299

Takdir. (2017). Pengaruh Strategi STP Dan Personal Selling Terhadap Peningkatan Penjualan Pada PT. Bumi Sarana Utama Di Makassar. Repositori UIN Alauddin Makassar

Tjoesiadi, Y. (2008). Pengaruh Karakteristik Segmen Pasar Terhadap Loyalitas Konsumen (Studi Kasus pada Salon Kecantikan Wajah Hawaii) - MCUrepository. https://repository.maranatha.edu/19044/

Upadhyay, P. (2020). Promoting Employment and Preserving Cultural Heritage: A Study of Handicraft Products Tourism in Pokhara, Nepal. Journal of Tourism & Amp; Adventure, 3(1), 1–19. https://doi.org/10.3126/jota.v3i1.31354

Yatminiwati, M., Setyobakti, M. H., Sulistyan, R. B., & Ermawati, E. (2021). Social Entrepreneurship in MSME Development. International Journal of Environmental, Sustainability, and Social Sciences, 2(3), 239-243. https://doi.org/10.38142/ijesss.v2i3.111

Yuliana, R. (2013). Analisis Strategi Word Of Mouth Untuk Meningkatkan Keputusan Pembelian Pada Konsumen Di Kota Semarang. Jurnal STIE Semarang, 5(3), 15-27.