Repository Universitas Pakuan

Detail Karya Ilmiah Dosen

Herdiyana, Salmah

Judul : ANALISIS MARKET SEGMENTATION, TARGETING, DAN POSITIONING TRANSPORTASI ONLINE GRAB DI KOTA BOGOR (STUDI KASUS PADA MAHASISWA UNIVERSITAS PAKUAN)

Abstrak :
This research aim is to find out the segmenting,

targeting, and positioning on online transportation Grab in

Bogor City by using Pakuan University students as the

research sample. This research uses descriptive survey

method to researches the phenomenon about online

transportation service and learns various relevant aspects

with segmenting, targeting and positioning. The population

of the researhes is 14.138 student of Pakuan University and

389 students were taken as the sample. The sampling

method uses probability sampling with proportional cluster

sampling technique, the determination of the number of

samples using the Slovin method. The results of this research

shows the segmentation from online transportation Grab in

Bogor City which is from West Bogor, used by most female,

having home lifestyle, and having extrovert personality. The

reason using Grab is for travelling and looking for

convenience and paying the cheap price compared with the

competitors. Grab users know that Grab having promos

through Grab application. Loyalty Grab users are included in

enough loyal category. Target market from Grab is selective

specialization, on this market pattern, Grab enters a number

of market segmentation by offering different products. And

for this thing Grab enters segmentation as a transportation

tool and also as goods delivery service. Grab positioning is to

make their brand staying in consumer’s mind from usage

side, which is as a transportation tool and service that

provides convenience, comfort, safe, and fast.

Tahun : 2018 Media Publikasi : jurnal nasional blm akreditasi

Kategori : Jurnal No/Vol/Tahun : 2 / 4 / 2018

ISSN/ISBN : 2502-1400/2502-5678

PTN/S : Pakuan Program Studi : MANAJEMEN

Bibliography :
Adisaputro, G. (2014).

Manajemen

Pemasaran: Analisis Untuk Perancangan

Strategi Pemasaran. Yogyakarta:

Sekolah Tinggi Ilmu Manajemen YKPN.

Amstrong, Gary, & Kotler, P. (2010). Principles

of Marketing. 13th Edition. New Jersey:

Pearson Education Inc.

Cannon, Joseph P., et al. (2008). Pemasaran

Dasar Pendekatan Manajerial Global.

Edisi 16. Buku 1. Alih Bahasa: Afia R.

Fitriani dan Ria Cahyani. Jakarta:

Salemba Empat.

Chandra, G., & Tjiptono F. (2012). Pemasaran

Strategik. Yogyakarta: C.V Andi Offset.

Hasan, A. (2008). Marketing. Yogyakarta:

Media Pressindo.

Ichsan, N. (2017). Ini hasil lengkap survei YLKI

41 persen pengguna pernah

dikecewakan. 12 Mei 2017. Tersedia di

http://wartakota.tribunnews.com/2017

/05/12/.

Iskandar. (2017). Persaingan sengit gojek dan

grab dan uber siapa pemenangnya. 8

November 2017.

https://www.liputan6.com/tekno/read/

3155394/.

Keller, K.L., & Kotler, P. (2009). Manajemen

Pemasaran Edisi 13 Jilid 1. Alih bahasa:

Bob Sabran, MM. Jakarta: Erlangga.

Kristo, Yurio F. (2017). Awal mula transportasi

online menjamur di Indonesia. 22

Agustus 2017. Tersedia di:

https://inet.detik.com/cyberlife/d-

3609781/.

Mullins, John W., & Jr. Walker, Orville C.

(2013). Marketing Management: A

Strategic Decision Making Approach.

8th Edition. New York: Mc Graw-Hill.

Oentoro, Deliyanti. (2012).

Manajemen

Pemasaran Modern. Yogyakarta:

LaksBang Pressindo.

Peter, J. Paul., & Olson, Jerry C. (2014).

Perilaku Konsumen dan Strategi

Pemasaran. Edisi 9. Buku 2. Alih Bahasa:

Diah Tantri Dwiandani. Jakarta: Salemba

Empat.

Sutojo, S. (2009). Manajemen Pemasaran

Untuk Eksekutif Non-Pemasaran. Edisi

Kedua. Jakarta: PT Damar Mulia

Pustaka.

Sylvia, S. dan Kholid, M. (2016). Analisis

Segmenting, Targeting, dan Positioning

Dalam Rangka Meningkatkan Daya Saing

Melalui Strategi Pemasaran Di Toko PIA

Cap Mangkok Cabang Semeru. Jurnal

administrasi dan bisnis, Vol. 39, No.2,

Oktober 2016.

Techinesia. (2017). Sejarah transportasi online

di Indonesia. 4 Juni 2017. Tersedia di:

http://www. .transonlinewatch.com.

Wijaya, H., & Sirine, H. (2016). “Strategi

Segmenting, Targeting, Positioning

Serta Strategi Harga Pada Perusahaan

Kecap Blekok Di Cilacap”, dalam Asian

Journal of Innovation and

Entrepreneurship (e-ISSN: 2477-0574; p

ISSN: 2477-3824), Vol. 01, No. 03,

September 2016.

URL :

Document

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Detail Karya Ilmiah Dosen

Herdiyana, Salmah

Judul	:	ANALISIS MARKET SEGMENTATION, TARGETING, DAN POSITIONING TRANSPORTASI ONLINE GRAB DI KOTA BOGOR (STUDI KASUS PADA MAHASISWA UNIVERSITAS PAKUAN)
Abstrak	:	This research aim is to find out the segmenting, targeting, and positioning on online transportation Grab in Bogor City by using Pakuan University students as the research sample. This research uses descriptive survey method to researches the phenomenon about online transportation service and learns various relevant aspects with segmenting, targeting and positioning. The population of the researhes is 14.138 student of Pakuan University and 389 students were taken as the sample. The sampling method uses probability sampling with proportional cluster sampling technique, the determination of the number of samples using the Slovin method. The results of this research shows the segmentation from online transportation Grab in Bogor City which is from West Bogor, used by most female, having home lifestyle, and having extrovert personality. The reason using Grab is for travelling and looking for convenience and paying the cheap price compared with the competitors. Grab users know that Grab having promos through Grab application. Loyalty Grab users are included in enough loyal category. Target market from Grab is selective specialization, on this market pattern, Grab enters a number of market segmentation by offering different products. And for this thing Grab enters segmentation as a transportation tool and also as goods delivery service. Grab positioning is to make their brand staying in consumer’s mind from usage side, which is as a transportation tool and service that provides convenience, comfort, safe, and fast.
Tahun	:	2018	Media Publikasi	:	jurnal nasional blm akreditasi
Kategori	:	Jurnal	No/Vol/Tahun	:	2 / 4 / 2018
ISSN/ISBN	:	2502-1400/2502-5678
PTN/S	:	Pakuan	Program Studi	:	MANAJEMEN
Bibliography	:	Adisaputro, G. (2014). Manajemen Pemasaran: Analisis Untuk Perancangan Strategi Pemasaran. Yogyakarta: Sekolah Tinggi Ilmu Manajemen YKPN. Amstrong, Gary, & Kotler, P. (2010). Principles of Marketing. 13th Edition. New Jersey: Pearson Education Inc. Cannon, Joseph P., et al. (2008). Pemasaran Dasar Pendekatan Manajerial Global. Edisi 16. Buku 1. Alih Bahasa: Afia R. Fitriani dan Ria Cahyani. Jakarta: Salemba Empat. Chandra, G., & Tjiptono F. (2012). Pemasaran Strategik. Yogyakarta: C.V Andi Offset. Hasan, A. (2008). Marketing. Yogyakarta: Media Pressindo. Ichsan, N. (2017). Ini hasil lengkap survei YLKI 41 persen pengguna pernah dikecewakan. 12 Mei 2017. Tersedia di http://wartakota.tribunnews.com/2017 /05/12/. Iskandar. (2017). Persaingan sengit gojek dan grab dan uber siapa pemenangnya. 8 November 2017. https://www.liputan6.com/tekno/read/ 3155394/. Keller, K.L., & Kotler, P. (2009). Manajemen Pemasaran Edisi 13 Jilid 1. Alih bahasa: Bob Sabran, MM. Jakarta: Erlangga. Kristo, Yurio F. (2017). Awal mula transportasi online menjamur di Indonesia. 22 Agustus 2017. Tersedia di: https://inet.detik.com/cyberlife/d- 3609781/. Mullins, John W., & Jr. Walker, Orville C. (2013). Marketing Management: A Strategic Decision Making Approach. 8th Edition. New York: Mc Graw-Hill. Oentoro, Deliyanti. (2012). Manajemen Pemasaran Modern. Yogyakarta: LaksBang Pressindo. Peter, J. Paul., & Olson, Jerry C. (2014). Perilaku Konsumen dan Strategi Pemasaran. Edisi 9. Buku 2. Alih Bahasa: Diah Tantri Dwiandani. Jakarta: Salemba Empat. Sutojo, S. (2009). Manajemen Pemasaran Untuk Eksekutif Non-Pemasaran. Edisi Kedua. Jakarta: PT Damar Mulia Pustaka. Sylvia, S. dan Kholid, M. (2016). Analisis Segmenting, Targeting, dan Positioning Dalam Rangka Meningkatkan Daya Saing Melalui Strategi Pemasaran Di Toko PIA Cap Mangkok Cabang Semeru. Jurnal administrasi dan bisnis, Vol. 39, No.2, Oktober 2016. Techinesia. (2017). Sejarah transportasi online di Indonesia. 4 Juni 2017. Tersedia di: http://www. .transonlinewatch.com. Wijaya, H., & Sirine, H. (2016). “Strategi Segmenting, Targeting, Positioning Serta Strategi Harga Pada Perusahaan Kecap Blekok Di Cilacap”, dalam Asian Journal of Innovation and Entrepreneurship (e-ISSN: 2477-0574; p ISSN: 2477-3824), Vol. 01, No. 03, September 2016.
URL	: