Perencanaan Strategi Pemasaran (Segmentation, Targetting dan Positioning) Koran Harian Solopos Berdasarkan Persepsi Konsumen
Abstract: Wide scope of the
newspaper circulation not further becomes increased values that can be stronger
the market. When the newspaper likely cone be “attendant” a limited community
(local), newspaper will to try appear as superior and established in market
community that will be reach.
The research is done to know segments, target and position of Solopos
newspaper as the basic of their marketing strategies. Data intrepetation is
done through survey with questioner methods that spread to Solopos’s customer
in fifthten village chief in Surakarta. The methods of processing data using
multivariate analysis i.e. cluster analysis uses to find out the customers’
group based on their similar perception, Multi Dimensional Scaling Analysis and
Correspondence Analysis used to mapping the position of Solopos among its
competitor.
Output of this research is that Solopos customer grouping into three
segments, with different characteristics i.e. occupation, income, and position
in family. First segment consist of customer which has more interest on news
completely, style language, price agree with quality and easy to get its. Respondent
in second segment inclined negative characteristic to some part of the
attribute. Third segment more interest on headline, actuality, factuality, and
inexpensive price and appropriate to ship the product. Position mapping show
that the position of brand’s point is far from each other. It means that
customer’s perception on each newspaper is differently or each brand has its
uniqueness. Furthermore, known that Solopos has specialty on service and
promotion. Based on the result of data analysis, Solopos would be able to be
offered for community’s group of first and third segment, because of the
specialty that is service. The design of marketing mix includes maintaining the
quality and price, increasing the promotion and service that are Solopos’s
specialty.
Penulis: Roni Zakaria,
Fakhrina Fahma, Elisa Reinni Astuti
Kode Jurnal: jptindustridd050049