The Effect Of Segmentation, Targeting, And Positioning On Consumer Loyalty With Consumer Satisfaction As A Indicator Intervening Variable
DOI:
https://doi.org/10.55606/ijemr.v4i3.561Keywords:
Loyalty, Positioning, Satisfaction, Segmentation, TargetingAbstract
Research on Segmentation, Targeting, and Positioning (STP) strategies, customer satisfaction, and customer loyalty is still very limited, especially in Timor-Leste. This study aims to analyze the Segmentation, Targeting, and Positioning (STP) strategies implemented by Timor Plaza that affect consumer loyalty, which is mediated by consumer satisfaction. The population in this study were consumers, whose number is not known for certain. The determination of respondents was based on Lemeshow's theory, resulting in a total of 96 respondents. Respondents who will be the research subjects were determined using accidental sampling. The data analysis technique used statistical software; Partial Least Square-Structural Equation Modeling (PLS-SEM). Based on the results of the path analysis, it can be concluded that the segmentation strategy at Timor Plaza Mall is not yet effective because it does not have a significant influence on consumer satisfaction and loyalty. Targeting and positioning strategies are proven to have a positive and significant influence on consumer satisfaction and loyalty. Consumer satisfaction plays an important role in forming loyalty, indicating that a satisfying shopping experience strengthens emotional attachment and consumer behavior. The mediation results indicate the existence of complex dynamics in the mediation of satisfaction: there is no mediation between segmentation and loyalty, there is negative mediation in the relationship between targeting and loyalty, and inconsistent mediation in the relationship between positioning and loyalty, this indicates that direct and indirect influences can move in different directions. This study contributes valuable insights into the effectiveness of STP strategies in the context of Timor-Leste, especially within the retail sector, which has seen limited academic focus.
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