Implementation of Segmenting, Targeting, and Positioning (STP) in the "Agung Kaos" Confectionery Micro, Small, and Medium Enterprise (MSMEs) in Malang Regency
Year: 2025
Type: article
Abstract: "Agung Kaos" MSMEs in Malang Regency faces competitive challenges in the increasingly tight fashion industry from large-scale producers and e-commerce platforms. This study examines STP strategy implementation to enhance business competitiveness using a descriptive qualitative approach through observation, in-depth interviews, and documentation studies. Results show Agung Kaos segments its market based on demographics (ages 17- 50), geography (Malang area and digital expansion), psychographics (communities, businesses, event organizers), and behavior (varying needs and repeat purchases).Targeting focuses on three segments: organizations/ communities (minimum 50 pcs packages), local MSMEs/ businesses (premium materials), and event committees (fast service with free design consultation). The business positions itself as a "Creative Partner for Premium Textiles from Malang" differentiated through trusted customization, quality materials, and one-stop service.
Authors: Salsabila Citra Devi, Dian Senly Andika, Mohammad Isa Wibisono, Rizma Fauziyah, Sudarmiatin Sudarmiatin, Naswan Suharsono
Institution: State University of Malang
Language: English
Subfield: Demography
Field: Social Sciences
Domain: Social Sciences
Open Access status: hybrid
OpenAlex ID: W4411117269