STRATEGI PEMASARAN SEGMENTASI, TARGETING, POSITIONING PADA AKUN INSTAGRAM @IWAKKALEN.OFFICIAL DALAM MENARIK KONSUMEN

Jihan Rizaldi, NIM.: 13730008 (2020) STRATEGI PEMASARAN SEGMENTASI, TARGETING, POSITIONING PADA AKUN INSTAGRAM @IWAKKALEN.OFFICIAL DALAM MENARIK KONSUMEN. Skripsi thesis, UIN SUNAN KALIJAGA YOGYAKARTA.

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Abstract

Intense competition demands businesses to be more wise in choosing what media has impact in the competitive struggle of the market. Entering this digital era, people began to move into online media in meeting the information needs. One of media online which have a lot of users is Instagram. The number of social media users Instagram make business people aware and choose Instagram as a medium for marketing. One of the businesses that decide to use Instagram in marketing activities is @iwakkalen.official, an account of Instagram's Gubuk Makan Iwak Kalen engaged in the culinary industry using social media Instagram as one of its marketing strategies in a competing market in the era of digital. This research uses descriptive qualitative research methods. The purpose of this study is to analyze how the marketing strategies used account @iwakkalen.official in attracting consumers. The techniques of collecting data for this study using three ways, namely by interview, documentation, and observation. The results of this study showed that the @iwakkalen.official use marketing strategy segmentation, targeting, and positioning. Segmentation is done @iwakkalen.official based on three aspects, namely geographic, demographic, and psychographic. On the geographical aspect, @iwakkalen.official aim the people of Yogyakarta and surrounding areas. For demographic, @iwakkalen.official aim the community with an age range of 15 to 35 years and above, while for the psychographic @iwakkalen.official aim the middle class economic society. The segment that aimed then became the primary target of the @iwakkalen.official. Based on the segmentation that has been targeted to be a key market segment, @iwakkalen.official then positions himself to adjust and even improve the quality of their products so embedded in the minds of consumers.

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