Identification on Product Segmentation, Demography, Psychography, and The Impacts on Buying Decision
Abstract
Human daily needs are never separated from the consideration of their fulfillment. The basis for these considerations differs from one another based on needs, quality, price, prestige, place of purchase, and whether or not the item is well-known. The aims of this study are to determine the effect of demographic and psychographic factors on consumer purchasing decisions and to uncover the right combination of marketing strategies for target segments and target markets for retailers. The psychographic profile of the target addressed is also needed by business people. This factor will provide data such as motives, attitudes, and interests that affect the lifestyle and personality of humans. The result of the study shows that the demographic segmentation variable (X1) has a regression coefficient of 0.323 (positive sign) to the purchase decision (Y) and the calculated t value = 4.577, while psychographic segmentation variable (X2) has a regression coefficient of 0.285 (positive sign) to the purchase decision (Y) t value = 3,560. Adjusted R square value can be seen that the coefficient of determination (R2) obtained is 0.743. This means that for Lux, Dove and Dettol brand soap products, 74.3% of purchasing decisions are influenced by demographic and psychographic segmentation, while the rest is influenced by other variables not examined in this study.
References
Gupta A, Goyal N, Jindal, A K, & Kumar, R. (2017). Study of lifestyle diseases among workers of an ammunition factory. J Mar Med Soc 2017;19: 43-7. Doi: 10.4103/jmms.jmms_3_16
Kasali, R. (2005). Manajemen Public Relations Konsep dan Aplikasinya di Indonesia. Jakarta: PT Pustaka Utama Grafiti.
Kotler, & Amstrong. (2001). Prinsip-Prinsip Pemasaran (Vol. I). Jakarta: Erlangga.
Kotler, P. (1994). Marketing Management: Analysis, Planning, Implementation, Control (8th ed.). New Jersey: Prentice Hall Inc.
Kotler, P., & Susanto, A. (1999). Manajemen Pemasaran di Indonesia (4th ed.). Jakarta: Salemba Empat.
Lahindah, L., Merisa, & Siahaan, R. A. (2018). The Influence of Product Innovation and Service Quality to Buying Decision and the Impact to Repeat Buying at Progo Road Bandung. The Asian Journal of Technology Management.. 11 No. 2 (2018): 118-124. Doi: http://dx.doi.org/10.12695/ajtm.2018.11.2.4
Martin, G. (2011). The Importance Of Marketing Segmentation. American Journal of Business Education (AJBE), 4(6), 15-18. https://doi.org/10.19030/ajbe.v4i6.4359
Ma'ruf, H. (2006). Pemasaran Ritel. Jakarta: Erlangga.
Mowen, J. C., & Minor, M. (2002). Perilaku Konsumen (5th ed., Vol. I). Jakarta: Erlangga.
Putra, A. D., & Nasution, R. A. (2017). Young-Adult Fashion Customer Psychographics Segmentation: Bandung Case Study. Journal of Business and Management. Vol.6, No.1, 2017: 1-20.
Sugiyono. (2008). Metode Penelitian Bisnis. Bandung: Afabeta.
Copyright Notice
Authors retain copyright to their articles, excluding any third-party images and other material that are subject to copyright by their respective owners.
By submitting the manuscript to the International Journal Administration, Business & Organization (IJABO), the author agrees to this policy. No special document approval is required.
- All the author(s) agree the above article for publication in the Journal «International Journal Administration, Business & Organization (IJABO)».
- The above-mentioned article is the author(s)’ original work and has not been published before and is not currently under consideration for publication elsewhere.
- All the author(s) agree with the journal’s «International Journal Administration, Business & Organization (IJABO)»
- The Article was not submitted for review to another journal while under review by this journal and will not be submitted to any other journal.
- I/we have given final approval of the submitted manuscript.
- The Article contain no libelous or other unlawful statements and do not contain any materials that violate any personal or proprietary rights of any other person or entity.
- The author(s) no conflict of interest that may affect the integrity and the validity of the findings presented in it.
- I/we have obtained written permission from copyright owners for any excerpts from copyrighted works that are included and have credited the sources in the Article.
- If I/we am using any personal details or images of patients, research subjects or other individuals, I have obtained all consents required by applicable law and complied with the publisher’s policies relating to the use of such images or personal information.
- All Authors are aware that they can deposit (self-archive) (a) submitted article, (b) accepted for publication article or (c) the final published version of the article in any suitable source (e.g., institutional or other specialized repositories, personal websites, etc.) without embargo period. In case of self-archiving authors should also acknowledge the Publisher and the Publication and deposit an URL to the article (if available).
Licence
International Journal Administration, Business & Organization (IJABO) is published under the terms of the Creative Commons Attribution- ShareAlike 4.0 Internasional license (CC BY-SA 4.0). This license permits anyone to:.
Sharing - copy and redistribute this material in any form or format;
Adaptation - modify, modify, and make derivative works of this material for any purpose.
Attribution - You must include the appropriate name, include a link to the license, and state that changes have been made. You may do this in a manner that is appropriate, but not implying that the licensor endorses you or your use.
Share Alike - If you compose, modify, or make derivative works of this material, you must distribute your contributions under the same license as the original material.
