Rifa'i, Ahmad (2003) Analisis Segmentasi Pasar Pada Pemasaran Koperasi Mahasiswa Universitas Jember. Sosiologi: Jurnal Ilmiah Kajian Ilmu Sosial dan Ilmu Budaya, 5 (1). pp. 61-72. ISSN 1411-0040

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Abstract

The purposes of this research is to describe market segmentation process by Student Cooperative Jember University to be market winner. The tipe of this research is discriptive with qualitative approach. Data collected by observation, interview and documentation study. And data analyzed by domain technique and taxonomy technique. Segmentation based on geographic segmentation, demographic segmentation, psycographic segmentation and behavior segmentation. The market segmentation is done by customer need survai, customer need analysis and making segmen. The result show that market segmentation of Kopma Univ. Jember are student segment, midle-up society and midle-lower society. Efficiency measured by customer purchasing power, service reach, potential market and action program. Segmentation is to segment identification product need by customer, competitor identification, finding market opportunity and to be market leader.

Item Type: Article
Subjects: H Social Sciences > HB Economic Theory
Divisions: Fakultas Ilmu Sosial dan Ilmu Politik (FISIP) > Prodi Administrasi Bisnis
Depositing User: AHMAD RIFA'I
Date Deposited: 14 Mar 2019 07:58
Last Modified: 14 Mar 2019 07:58
URI: http://repository.lppm.unila.ac.id/id/eprint/10934

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