Pengaruh Strategi Segmenting, Targeting Dan Positioning Terhadap Keputusan Pembelian Produk Wolves Clothing (Studi Kasus Pada Wolves Screen Printing Di Kecamatan Labruk Kabupaten Lumajang)

Abstract

This research aims to determine (1) the influence of partial Segmenting Strategy on consumer purchasing decisions in Wolves Clothing Products, (2) the influence of partial Segmenting Strategy on consumer purchasing decisions in Wolves Clothing Products, (3) the influence of partial Segmenting Strategy on purchasing decisions consumers at Wolves Clothing Products.. The suitable sample used was 80 respondents who met the criteria for this research. The results of this research show that Segmenting and Positioning Strategies influence the decision to purchase Wolves Clothing products (Case Study of Wolves Screen Printing in Labruk District, Lumajang Regency). Meanwhile, targeting has no effect on the decision to purchase Wolves Clothing products (Case Study of Wolves Screen Printing in Labruk District, Lumajang Regency).