Open AccessThe Effect of Market Segmentation Strategy On Purchasing Decisions of Panties Pizza In Surabaya
Author(s) -
Ananda Dwi Lestari,
Agus Baktiono,
Ani Wulandari
Publication year - 2020
Publication title -
quantitative economics and management studies
Language(s) - English
Resource type - Journals
ISSN - 2722-6247
DOI - 10.35877/454ri.qems73
Subject(s) - psychographic , segmentation , market segmentation , purchasing , nonprobability sampling , population , marketing , psychology , advertising , business , computer science , artificial intelligence , demography , sociology
This study aims to analyze the effect of market segmentation strategies on purchasing decisions of Panties Pizza in Surabaya. The type of research is quantitative and SPSS 16 was employed to test the hypotheses with multiple linear regression analysis. The population in this study was the customers of Panties Pizza in Surabaya. The sampling technique used was non probability sampling with a purposive sampling approach with as many as 100 respondents who have purchased Panties Pizza. The results of this study indicated that the variables of geographical segmentation, demographic segmentation, and psychographic segmentation have a significant effect simultaneously on purchasing decisions in Panties Pizza Surabaya. The coefficient of determination is 62% and the rest was influenced by other variables not examined in this study. Geographical segmentation variables had a significant effect partially on the decision to purchase Panties Pizza in Surabaya with a significance value of 0.004 0.05. Psychographic segmentation variables had a significant effect partially on purchasing decisions of Panties Pizza in Surabaya with a significance value of 0,000 <0.05. The variables of geographical segmentation, demographic segmentation, and psychographic segmentation that possessed a significant influence psychographic segmentation with value of β = 0.644.