Analysis of Segmentation, Targeting, and Positioning in the Hospitality Sector: The Case of Paputo Beach Café

Musa, Muh. Ichwan (2019) Analysis of Segmentation, Targeting, and Positioning in the Hospitality Sector: The Case of Paputo Beach Café. African Journal of Hospitality, Tourism and Leisure, 8 (4). pp. 1-20. ISSN 2223-814X

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This study aimed to assess and analyze whether the marketing strategy of segmentation, target, and position (STP) on the level of sales has been implemented by Paputo Beach café in Parepare during a particular period which was from 2018 to 2019. The study applied a quantitative approach. The population of this study were the Paputo Beach café customers. The size of the sample in this study was 100 customers who visited Paputo Beach café. This study employed a representative approach as the sampling method. The data collection was via questionnaire utilization supported by interviews. Moreover, this study applied multiple linear regression analysis and this was followed by the analysis of F test and T test. Based on the results of this study through the application of multiple linear regression analysis, this study found that the regression equation is Y = 13,929+ (-0,082 X1) + 0,112 X2 + (-0,097X3) + e. In line with the statistical analysis data, this study shows that all the indicators are valid through the validity test and using the reliability test, all the variables are reliable. Furthermore, by using the method of the classical assumption, this study discovered that all the indicators are in the normal distribution and the correlation is significantly linear onto each independent variable and the dependent variable. This study eventually found that the effects of STP are positive, however not significant, towards the level of sales of Paputo Beach café in Parepare. Restaurant branding communicates a restaurant's personality and unique identity an a well considered brand creates an desired emotional connection with guests.

Item Type: Article
Universitas Negeri Makassar > KARYA ILMIAH DOSEN
Depositing User: Dr. M. Ikhwan Maulana Haeruddin
Date Deposited: 12 May 2023 11:03
Last Modified: 12 May 2023 11:03

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