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<p dir="ltr" style="line-height: 1.38; margin-top: 0pt; margin-bottom: 0pt; text-align: left;"><a style="text-decoration: none;" href="https://www.xendit.co/id/blog/pahami-segmenting-targeting-positioning-dalam-strategi-pemasaran/"><span style="font-size: 11pt; font-family: Arial; color: #1155cc; background-color: transparent; font-weight: 400; font-style: italic; font-variant: normal; text-decoration: underline; -webkit-text-decoration-skip: none; text-decoration-skip-ink: none; vertical-align: baseline; white-space: pre-wrap;">Segmenting, targeting, positioning</span><span style="font-size: 11pt; font-family: Arial; color: #1155cc; background-color: transparent; font-weight: 400; font-style: normal; font-variant: normal; text-decoration: underline; -webkit-text-decoration-skip: none; text-decoration-skip-ink: none; vertical-align: baseline; white-space: pre-wrap;"> </span></a><span style="font-size: 11pt; font-family: Arial; color: #000000; background-color: transparent; font-weight: 400; font-style: normal; font-variant: normal; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;">adalah bagian dari penyusunan strategi pemasaran yang penting bagi bisnis dalam berbagai skala, baik </span><span style="font-size: 11pt; font-family: Arial; color: #000000; background-color: transparent; font-weight: 400; font-style: italic; font-variant: normal; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;">offline </span><span style="font-size: 11pt; font-family: Arial; color: #000000; background-color: transparent; font-weight: 400; font-style: normal; font-variant: normal; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;">maupun </span><span style="font-size: 11pt; font-family: Arial; color: #000000; background-color: transparent; font-weight: 400; font-style: italic; font-variant: normal; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;">online</span><span style="font-size: 11pt; font-family: Arial; color: #000000; background-color: transparent; font-weight: 400; font-style: normal; font-variant: normal; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;">. Agar usaha dan bisnis Anda semakin </span><a style="text-decoration: none;" href="http://blog.smartcomputerindo.com/artikel/46"><span style="font-size: 11pt; font-family: Arial; color: #1155cc; background-color: transparent; font-weight: 400; font-style: normal; font-variant: normal; text-decoration: underline; -webkit-text-decoration-skip: none; text-decoration-skip-ink: none; vertical-align: baseline; white-space: pre-wrap;">mendapat tempat di hati pelanggan</span></a><span style="font-size: 11pt; font-family: Arial; color: #000000; background-color: transparent; font-weight: 400; font-style: normal; font-variant: normal; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;">, pahami dulu ketiga istilah ini ya!</span></p>
<h2 dir="ltr" style="line-height: 1.38; margin-top: 18pt; margin-bottom: 6pt;"><span style="font-size: 16pt; font-family: Arial; color: #000000; background-color: transparent; font-weight: 400; font-style: normal; font-variant: normal; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;">Segmenting</span></h2>
<p dir="ltr" style="line-height: 1.38; margin-top: 0pt; margin-bottom: 0pt;"><span style="font-size: 11pt; font-family: Arial; color: #000000; background-color: transparent; font-weight: 400; font-style: normal; font-variant: normal; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;"><span style="border: none; display: inline-block; overflow: hidden; width: 624px; height: 573px;"><img style="margin-left: 0px; margin-top: 0px;" src="https://lh6.googleusercontent.com/Vj9Yr0jAvAL2R9c1Ik4F0bYSV0ci96WBrBsDTVCFfzrGjmX_cX7TGnqRMFc04e1Z2dM0VrcAhhSTEeNOMy8CQL7Yr0iVDMKlkhwQhLihUU0E-qGSCHscGmjwesKByNZ0AJUNwfis" width="624" height="573" /></span></span></p>
<p dir="ltr" style="line-height: 1.38; margin-top: 0pt; margin-bottom: 0pt;"><span style="font-size: 11pt; font-family: Arial; color: #000000; background-color: transparent; font-weight: 400; font-style: normal; font-variant: normal; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;">Rawpixel/Freepik</span></p>
<p dir="ltr" style="line-height: 1.38; margin-top: 0pt; margin-bottom: 0pt;"> </p>
<p dir="ltr" style="line-height: 1.38; text-align: justify; margin-top: 0pt; margin-bottom: 0pt;"><a style="text-decoration: none;" href="https://www.xendit.co/id/blog/memahami-segmentation-targeting-dan-positioning-produk-dalam-bisnis/"><span style="font-size: 11pt; font-family: Arial; color: #1155cc; background-color: transparent; font-weight: 400; font-style: normal; font-variant: normal; text-decoration: underline; -webkit-text-decoration-skip: none; text-decoration-skip-ink: none; vertical-align: baseline; white-space: pre-wrap;">Segmentasi</span></a><span style="font-size: 11pt; font-family: Arial; color: #000000; background-color: transparent; font-weight: 400; font-style: normal; font-variant: normal; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;"> merupakan penentuan pasar sasaran. Menurut Kotler, proses </span><span style="font-size: 11pt; font-family: Arial; color: #000000; background-color: transparent; font-weight: 400; font-style: italic; font-variant: normal; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;">segmenting</span><span style="font-size: 11pt; font-family: Arial; color: #000000; background-color: transparent; font-weight: 400; font-style: normal; font-variant: normal; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;"> meliputi pembagian atau pengelompokkan target konsumen berdasarkan keinginan, karakteristik, dan perilaku mereka. Orang-orang yang berada dalam suatu kelompok secara relatif dianggap cukup homogen. </span></p>
<p dir="ltr" style="line-height: 1.38; text-align: justify; margin-top: 0pt; margin-bottom: 0pt;"> </p>
<p dir="ltr" style="line-height: 1.38; text-align: justify; margin-top: 0pt; margin-bottom: 0pt;"><span style="font-size: 11pt; font-family: Arial; color: #000000; background-color: transparent; font-weight: 400; font-style: normal; font-variant: normal; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;">Tujuan </span><span style="font-size: 11pt; font-family: Arial; color: #000000; background-color: transparent; font-weight: 400; font-style: italic; font-variant: normal; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;">segmenting</span><span style="font-size: 11pt; font-family: Arial; color: #000000; background-color: transparent; font-weight: 400; font-style: normal; font-variant: normal; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;"> adalah memahami efisiensi kebutuhan, karakteristik, atau perilaku konsumen yang mungkin membutuhkan produk atau bauran pemasaran tersendiri. Alasan itulah yang membuat segmentasi pasar memiliki keuntungan seperti produk yang lebih responsif, mampu menganalisis pasar, menemukan peluang, menguasai posisi yang superior dan kompetitif, serta menemukan strategi komunikasi yang efektif dan efisien.</span></p>
<p dir="ltr" style="line-height: 1.38; text-align: justify; margin-top: 0pt; margin-bottom: 0pt;"> </p>
<p dir="ltr" style="line-height: 1.38; text-align: justify; margin-top: 0pt; margin-bottom: 0pt;"><span style="font-size: 11pt; font-family: Arial; color: #000000; background-color: transparent; font-weight: 400; font-style: normal; font-variant: normal; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;">Untuk mencapai suatu segmentasi yang efektif, Anda harus memperhatikan hal-hal berikut: </span></p>
<p dir="ltr" style="line-height: 1.38; text-align: justify; margin-top: 0pt; margin-bottom: 0pt;"> </p>
<ol style="margin-top: 0; margin-bottom: 0; padding-inline-start: 48px;">
<li dir="ltr" style="list-style-type: decimal; font-size: 12pt; font-family: Arial; color: #666666; background-color: transparent; font-weight: 400; font-style: normal; font-variant: normal; text-decoration: none; vertical-align: baseline; white-space: pre;">
<h4 dir="ltr" style="line-height: 1.38; margin-top: 0pt; margin-bottom: 4pt;" role="presentation"><span style="font-size: 12pt; font-family: Arial; color: #666666; background-color: transparent; font-weight: 400; font-style: normal; font-variant: normal; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;">Bersifat </span><span style="font-size: 12pt; font-family: Arial; color: #666666; background-color: transparent; font-weight: 400; font-style: italic; font-variant: normal; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;">measurable, </span><span style="font-size: 12pt; font-family: Arial; color: #666666; background-color: transparent; font-weight: 400; font-style: normal; font-variant: normal; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;">termasuk dalam hal ukuran, daya beli, dan profil pasar. Aspek-aspek yang terlibat harus memiliki tingkat pengukuran tertentu. </span></h4>
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<li dir="ltr" style="list-style-type: decimal; font-size: 12pt; font-family: Arial; color: #666666; background-color: transparent; font-weight: 400; font-style: normal; font-variant: normal; text-decoration: none; vertical-align: baseline; white-space: pre;">
<h4 dir="ltr" style="line-height: 1.38; margin-top: 0pt; margin-bottom: 0pt;" role="presentation"><span style="font-size: 12pt; font-family: Arial; color: #666666; background-color: transparent; font-weight: 400; font-style: normal; font-variant: normal; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;">Bersifat </span><span style="font-size: 12pt; font-family: Arial; color: #666666; background-color: transparent; font-weight: 400; font-style: italic; font-variant: normal; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;">reachable</span><span style="font-size: 12pt; font-family: Arial; color: #666666; background-color: transparent; font-weight: 400; font-style: normal; font-variant: normal; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;">, segmen pasar dapat dijangkau dan dilayani secara efektif</span></h4>
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<li dir="ltr" style="list-style-type: decimal; font-size: 12pt; font-family: Arial; color: #666666; background-color: transparent; font-weight: 400; font-style: normal; font-variant: normal; text-decoration: none; vertical-align: baseline; white-space: pre;">
<h4 dir="ltr" style="line-height: 1.38; margin-top: 0pt; margin-bottom: 0pt;" role="presentation"><span style="font-size: 12pt; font-family: Arial; color: #666666; background-color: transparent; font-weight: 400; font-style: normal; font-variant: normal; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;">Bersifat substansial, setiap segmen pasar yang karakteristik di dalamnya cukup homogen diproyeksikan cukup mampu memberikan laba</span></h4>
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<li dir="ltr" style="list-style-type: decimal; font-size: 12pt; font-family: Arial; color: #666666; background-color: transparent; font-weight: 400; font-style: normal; font-variant: normal; text-decoration: none; vertical-align: baseline; white-space: pre;">
<h4 dir="ltr" style="line-height: 1.38; margin-top: 0pt; margin-bottom: 0pt;" role="presentation"><span style="font-size: 12pt; font-family: Arial; color: #666666; background-color: transparent; font-weight: 400; font-style: normal; font-variant: normal; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;">Bersifat </span><span style="font-size: 12pt; font-family: Arial; color: #666666; background-color: transparent; font-weight: 400; font-style: italic; font-variant: normal; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;">differentiable</span><span style="font-size: 12pt; font-family: Arial; color: #666666; background-color: transparent; font-weight: 400; font-style: normal; font-variant: normal; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;">, setiap kelompok segmen pasar memiliki perbedaan yang jelas</span></h4>
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<li dir="ltr" style="list-style-type: decimal; font-size: 12pt; font-family: Arial; color: #666666; background-color: transparent; font-weight: 400; font-style: normal; font-variant: normal; text-decoration: none; vertical-align: baseline; white-space: pre;">
<h4 dir="ltr" style="line-height: 1.38; margin-top: 0pt; margin-bottom: 4pt;" role="presentation"><span style="font-size: 12pt; font-family: Arial; color: #666666; background-color: transparent; font-weight: 400; font-style: normal; font-variant: normal; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;">Bersifat </span><span style="font-size: 12pt; font-family: Arial; color: #666666; background-color: transparent; font-weight: 400; font-style: italic; font-variant: normal; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;">actionable</span><span style="font-size: 12pt; font-family: Arial; color: #666666; background-color: transparent; font-weight: 400; font-style: normal; font-variant: normal; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;">, setiap segmen mampu dijangkau dengan sumber daya yang dimiliki perusahaan</span></h4>
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<p dir="ltr" style="line-height: 1.38; text-align: justify; margin-top: 0pt; margin-bottom: 0pt;"> </p>
<p dir="ltr" style="line-height: 1.38; text-align: justify; margin-top: 0pt; margin-bottom: 0pt;"><span style="font-size: 11pt; font-family: Arial; color: #000000; background-color: transparent; font-weight: 400; font-style: normal; font-variant: normal; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;">Menurut Philips Kotler, segmentasi dibagi menjadi empat variabel utama bagi konsumen. Variabel </span><span style="font-size: 11pt; font-family: Arial; color: #000000; background-color: transparent; font-weight: 400; font-style: italic; font-variant: normal; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;">segmenting</span><span style="font-size: 11pt; font-family: Arial; color: #000000; background-color: transparent; font-weight: 400; font-style: normal; font-variant: normal; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;"> yang umum digunakan adalah variabel geografis, demografis, psikografis, dan perilaku. </span></p>
<p dir="ltr" style="line-height: 1.38; text-align: justify; margin-top: 0pt; margin-bottom: 0pt;"> </p>
<p dir="ltr" style="line-height: 1.38; text-align: justify; margin-top: 0pt; margin-bottom: 0pt;"><span style="font-size: 11pt; font-family: Arial; color: #000000; background-color: transparent; font-weight: 400; font-style: normal; font-variant: normal; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;">Aspek geografis meliputi wilayah misalnya negara, desa, atau kota. Aspek Demografis: meliputi kelompok-kelompok umur, jenis kelamin, pendapatan, pendidikan, ras. Aspek Psikografi membagi pasar berdasarkan kelas sosial seperti kepribadian, kebiasaan, gaya hidup, dan lain-lain Sedangkan Aspek Perilaku membagi pelanggan ke dalam beberapa kategori tingkah laku, perasaan, cara menggunakan produk, kondisi pemakaian, hingga loyalitas mereka terhadap produk Anda.</span></p>
<h2 dir="ltr" style="line-height: 1.38; margin-top: 18pt; margin-bottom: 6pt;"><span style="font-size: 16pt; font-family: Arial; color: #000000; background-color: transparent; font-weight: 400; font-style: normal; font-variant: normal; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;">Targeting</span></h2>
<p dir="ltr" style="line-height: 1.38; margin-top: 0pt; margin-bottom: 0pt;"><span style="font-size: 11pt; font-family: Arial; color: #000000; background-color: transparent; font-weight: 400; font-style: normal; font-variant: normal; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;"><span style="border: none; display: inline-block; overflow: hidden; width: 624px; height: 416px;"><img style="margin-left: 0px; margin-top: 0px;" src="https://lh3.googleusercontent.com/17CIODEwWheawx5Tejc2XXviZZbBAG27etyhq8061Eloc4NCMK1lOGv-OGoVLXR_Bud7EkzlXL_9CZd_C3dIr3MIsNB-1rvYz5KvtrjeyoZCe7Wgp7VwFOhsTSMw7txiPY-qM5Sj" width="624" height="416" /></span></span></p>
<p dir="ltr" style="line-height: 1.38; margin-top: 0pt; margin-bottom: 0pt;"><span style="font-size: 11pt; font-family: Arial; color: #000000; background-color: transparent; font-weight: 400; font-style: normal; font-variant: normal; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;">8photo/Freepik</span></p>
<p dir="ltr" style="line-height: 1.38; margin-top: 0pt; margin-bottom: 0pt;"> </p>
<p dir="ltr" style="line-height: 1.38; margin-top: 0pt; margin-bottom: 0pt;"><span style="font-size: 11pt; font-family: Arial; color: #000000; background-color: transparent; font-weight: 400; font-style: italic; font-variant: normal; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;">Targeting</span><span style="font-size: 11pt; font-family: Arial; color: #000000; background-color: transparent; font-weight: 400; font-style: normal; font-variant: normal; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;"> adalah proses lanjutan setelah melakukan segmentasi pasar. Selaku pemilik usaha atau bisnis, Anda tentu mampu memproyeksikan segmen mana yang paling tepat untuk disasar. Hal inilah yang disebut </span><span style="font-size: 11pt; font-family: Arial; color: #000000; background-color: transparent; font-weight: 400; font-style: italic; font-variant: normal; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;">targeting</span><span style="font-size: 11pt; font-family: Arial; color: #000000; background-color: transparent; font-weight: 400; font-style: normal; font-variant: normal; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;">. Strategi ini lahir dari kesadaran bahwa suatu usaha tak selalu dapat melayani seluruh pelanggan yang memiliki karakter dan kebutuhan berbeda.</span></p>
<p dir="ltr" style="line-height: 1.38; margin-top: 0pt; margin-bottom: 0pt;"> </p>
<p dir="ltr" style="line-height: 1.38; margin-top: 0pt; margin-bottom: 0pt;"><span style="font-size: 11pt; font-family: Arial; color: #000000; background-color: transparent; font-weight: 400; font-style: normal; font-variant: normal; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;">Menurut Tjiptono dan Chandra (2012) terdapat lima alternatif dalam memilih pasar sasaran yaitu:</span></p>
<p dir="ltr" style="line-height: 1.38; margin-top: 0pt; margin-bottom: 0pt;"> </p>
<ol style="margin-top: 0; margin-bottom: 0; padding-inline-start: 48px;">
<li dir="ltr" style="list-style-type: decimal; font-size: 12pt; font-family: Arial; color: #666666; background-color: transparent; font-weight: 400; font-style: normal; font-variant: normal; text-decoration: none; vertical-align: baseline; white-space: pre;">
<h4 dir="ltr" style="line-height: 1.38; text-align: justify; margin-top: 0pt; margin-bottom: 0pt;" role="presentation"><span style="font-size: 12pt; font-family: Arial; color: #666666; background-color: transparent; font-weight: 400; font-style: normal; font-variant: normal; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;">Single-Segment Concentration </span></h4>
</li>
</ol>
<h4 dir="ltr" style="line-height: 1.38; margin-left: 36pt; text-align: justify; margin-top: 0pt; margin-bottom: 0pt;"><span style="font-size: 12pt; font-family: Arial; color: #666666; background-color: transparent; font-weight: 400; font-style: normal; font-variant: normal; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;">Perusahaan memilih satu segmen pasar tunggal. Strategi ini umumnya diambil dengan pertimbangan bahwa dana perusahaan masih terbatas, segmen pasar yang diambil dilihat sebagai peluang empuk karena masih belum banyak digarap, atau segmen dianggap sebagai “batu loncatan” menuju segmen lainnya.</span></h4>
<ol style="margin-top: 0; margin-bottom: 0; padding-inline-start: 48px;" start="2">
<li dir="ltr" style="list-style-type: decimal; font-size: 12pt; font-family: Arial; color: #666666; background-color: transparent; font-weight: 400; font-style: normal; font-variant: normal; text-decoration: none; vertical-align: baseline; white-space: pre;">
<h4 dir="ltr" style="line-height: 1.38; text-align: justify; margin-top: 0pt; margin-bottom: 0pt;" role="presentation"><span style="font-size: 12pt; font-family: Arial; color: #666666; background-color: transparent; font-weight: 400; font-style: normal; font-variant: normal; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;">Selective Specialization </span></h4>
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</ol>
<h4 dir="ltr" style="line-height: 1.38; margin-left: 36pt; text-align: justify; margin-top: 0pt; margin-bottom: 0pt;"><span style="font-size: 12pt; font-family: Arial; color: #666666; background-color: transparent; font-weight: 400; font-style: normal; font-variant: normal; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;">Perusahaan memilih beberapa segmen yang menarik dan sesuai dengan tujuan maupun ketersediaan sumber daya. </span></h4>
<ol style="margin-top: 0; margin-bottom: 0; padding-inline-start: 48px;" start="3">
<li dir="ltr" style="list-style-type: decimal; font-size: 12pt; font-family: Arial; color: #666666; background-color: transparent; font-weight: 400; font-style: normal; font-variant: normal; text-decoration: none; vertical-align: baseline; white-space: pre;">
<h4 dir="ltr" style="line-height: 1.38; text-align: justify; margin-top: 0pt; margin-bottom: 0pt;" role="presentation"><span style="font-size: 12pt; font-family: Arial; color: #666666; background-color: transparent; font-weight: 400; font-style: normal; font-variant: normal; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;">Market Specialization</span></h4>
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</ol>
<h4 dir="ltr" style="line-height: 1.38; margin-left: 36pt; text-align: justify; margin-top: 0pt; margin-bottom: 0pt;"><span style="font-size: 12pt; font-family: Arial; color: #666666; background-color: transparent; font-weight: 400; font-style: normal; font-variant: normal; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;">Perusahaan berspesialisasi pada upaya melayani berbagai kebutuhan dari suatu kelompok pelanggan tertentu.</span></h4>
<ol style="margin-top: 0; margin-bottom: 0; padding-inline-start: 48px;" start="4">
<li dir="ltr" style="list-style-type: decimal; font-size: 12pt; font-family: Arial; color: #666666; background-color: transparent; font-weight: 400; font-style: normal; font-variant: normal; text-decoration: none; vertical-align: baseline; white-space: pre;">
<h4 dir="ltr" style="line-height: 1.38; text-align: justify; margin-top: 0pt; margin-bottom: 0pt;" role="presentation"><span style="font-size: 12pt; font-family: Arial; color: #666666; background-color: transparent; font-weight: 400; font-style: normal; font-variant: normal; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;">Product Specialization</span></h4>
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</ol>
<h4 dir="ltr" style="line-height: 1.38; margin-left: 36pt; text-align: justify; margin-top: 0pt; margin-bottom: 0pt;"><span style="font-size: 12pt; font-family: Arial; color: #666666; background-color: transparent; font-weight: 400; font-style: normal; font-variant: normal; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;">Perusahaan memusatkan diri pada suatu produk atau jasa tertentu yang akan dijual pada berbagai segmen pasar.</span></h4>
<ol style="margin-top: 0; margin-bottom: 0; padding-inline-start: 48px;" start="5">
<li dir="ltr" style="list-style-type: decimal; font-size: 12pt; font-family: Arial; color: #666666; background-color: transparent; font-weight: 400; font-style: normal; font-variant: normal; text-decoration: none; vertical-align: baseline; white-space: pre;">
<h4 dir="ltr" style="line-height: 1.38; text-align: justify; margin-top: 0pt; margin-bottom: 0pt;" role="presentation"><span style="font-size: 12pt; font-family: Arial; color: #666666; background-color: transparent; font-weight: 400; font-style: normal; font-variant: normal; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;">Full Market Coverage</span></h4>
</li>
</ol>
<h4 dir="ltr" style="line-height: 1.38; margin-left: 36pt; text-align: justify; margin-top: 0pt; margin-bottom: 0pt;"><span style="font-size: 12pt; font-family: Arial; color: #666666; background-color: transparent; font-weight: 400; font-style: normal; font-variant: normal; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;">Perusahaan melayani semua kelompok pelanggan dengan semua produk yang mungkin mereka butuhkan. Strategi ini membutuhkan sumber daya besar.</span></h4>
<p> </p>
<p dir="ltr" style="line-height: 1.38; margin-top: 0pt; margin-bottom: 0pt;"><span style="font-size: 11pt; font-family: Arial; color: #000000; background-color: transparent; font-weight: 400; font-style: normal; font-variant: normal; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;">Menurut Buku The Rapid Selling, ada pola-pola yang umumnya diambil dalam menciptakan strategi </span><span style="font-size: 11pt; font-family: Arial; color: #000000; background-color: transparent; font-weight: 400; font-style: italic; font-variant: normal; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;">targeting </span><span style="font-size: 11pt; font-family: Arial; color: #000000; background-color: transparent; font-weight: 400; font-style: normal; font-variant: normal; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;">pasar.</span></p>
<p dir="ltr" style="line-height: 1.38; margin-top: 0pt; margin-bottom: 0pt;"> </p>
<ol style="margin-top: 0; margin-bottom: 0; padding-inline-start: 48px;">
<li dir="ltr" style="list-style-type: upper-alpha; font-size: 12pt; font-family: Arial; color: #666666; background-color: transparent; font-weight: 400; font-style: normal; font-variant: normal; text-decoration: none; vertical-align: baseline; white-space: pre;">
<h4 dir="ltr" style="line-height: 1.38; text-align: justify; margin-top: 0pt; margin-bottom: 0pt;" role="presentation"><span style="font-size: 12pt; font-family: Arial; color: #666666; background-color: transparent; font-weight: 400; font-style: normal; font-variant: normal; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;">Undifferentiated Targeting Strategy</span></h4>
</li>
</ol>
<h4 dir="ltr" style="line-height: 1.38; margin-left: 36pt; text-align: justify; margin-top: 0pt; margin-bottom: 0pt;"><span style="font-size: 12pt; font-family: Arial; color: #666666; background-color: transparent; font-weight: 400; font-style: normal; font-variant: normal; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;">Ditujukan untuk targeting pasar dengan kebutuhan yang serupa. Hanya ada satu jenis pemasaran yang diterapkan untuk melayani semua jenis pasar. Strategi pasar disusun untuk mengoptimalkan produksi, distribusi, maupun periklanan dalam menciptakan citra terbaik bagi mayoritas konsumen dari semua kalangan.</span></h4>
<ol style="margin-top: 0; margin-bottom: 0; padding-inline-start: 48px;" start="2">
<li dir="ltr" style="list-style-type: upper-alpha; font-size: 12pt; font-family: Arial; color: #666666; background-color: transparent; font-weight: 400; font-style: normal; font-variant: normal; text-decoration: none; vertical-align: baseline; white-space: pre;">
<h4 dir="ltr" style="line-height: 1.38; text-align: justify; margin-top: 0pt; margin-bottom: 0pt;" role="presentation"><span style="font-size: 12pt; font-family: Arial; color: #666666; background-color: transparent; font-weight: 400; font-style: normal; font-variant: normal; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;">Differentiated Targeting Strategy</span></h4>
</li>
</ol>
<h4 dir="ltr" style="line-height: 1.38; margin-left: 36pt; text-align: justify; margin-top: 0pt; margin-bottom: 0pt;"><span style="font-size: 12pt; font-family: Arial; color: #666666; background-color: transparent; font-weight: 400; font-style: normal; font-variant: normal; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;">Strategi ini berarti produsen memiliki beberapa produk yang ditujukan untuk segmen berbeda. Misalnya segmentasi susu dewasa ada yang terbagi menjadi produk susu untuk remaja aktif, dewasa produktif, maupun susu khusus lansia untuk menghindari osteoporosis.</span></h4>
<h4 dir="ltr" style="line-height: 1.38; margin-left: 18pt; text-indent: -18pt; text-align: justify; margin-top: 0pt; margin-bottom: 0pt; padding: 0pt 0pt 0pt 18pt;"><span style="font-size: 12pt; font-family: Arial; color: #666666; background-color: transparent; font-weight: 400; font-style: normal; font-variant: normal; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;">C. Concentrated Targeting Strategy</span></h4>
<h4 dir="ltr" style="line-height: 1.38; margin-left: 36pt; text-align: justify; margin-top: 0pt; margin-bottom: 0pt;"><span style="font-size: 12pt; font-family: Arial; color: #666666; background-color: transparent; font-weight: 400; font-style: normal; font-variant: normal; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;">Strategi yang hanya berfokus menawarkan jenis produk tertentu dalam satu segmen yang dinilai paling berpeluang pasar. Misalnya jenis mobil tertentu untuk kalangan berpenghasilan Rp 100 juta per bulan sebagai calon pelanggan.</span></h4>
<h4 dir="ltr" style="line-height: 1.38; margin-left: 18pt; text-indent: -18pt; text-align: justify; margin-top: 0pt; margin-bottom: 0pt; padding: 0pt 0pt 0pt 18pt;"><span style="font-size: 12pt; font-family: Arial; color: #666666; background-color: transparent; font-weight: 400; font-style: normal; font-variant: normal; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;">D. Custom Targeting Strategy</span></h4>
<h4 dir="ltr" style="line-height: 1.38; margin-left: 36pt; text-align: justify; margin-top: 0pt; margin-bottom: 0pt;"><span style="font-size: 12pt; font-family: Arial; color: #666666; background-color: transparent; font-weight: 400; font-style: normal; font-variant: normal; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;">Perusahaan melakukan pendekatan konsumen yang bersifat individual sebagai strategi </span><span style="font-size: 12pt; font-family: Arial; color: #666666; background-color: transparent; font-weight: 400; font-style: italic; font-variant: normal; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;">targeting</span><span style="font-size: 12pt; font-family: Arial; color: #666666; background-color: transparent; font-weight: 400; font-style: normal; font-variant: normal; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;">.</span></h4>
<h2 dir="ltr" style="line-height: 1.38; margin-top: 18pt; margin-bottom: 6pt;"><span style="font-size: 16pt; font-family: Arial; color: #000000; background-color: transparent; font-weight: 400; font-style: normal; font-variant: normal; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;">Positioning</span></h2>
<p dir="ltr" style="line-height: 1.38; margin-top: 0pt; margin-bottom: 0pt;"><span style="font-size: 11pt; font-family: Arial; color: #000000; background-color: transparent; font-weight: 400; font-style: normal; font-variant: normal; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;"><span style="border: none; display: inline-block; overflow: hidden; width: 624px; height: 416px;"><img style="margin-left: 0px; margin-top: 0px;" src="https://lh6.googleusercontent.com/HGVpxmw79JNnYkzkREDF3d5D43ta7Zc-_oQ6VSfpmwKh-as5dwQMyWDmHluS-I7yNbfdZL7naVV_eq2XZ2dkN6lp6QOgC4lqP85kacuGmZwoSN_CIyNX0HUvugvO0dIRUagrfEav" width="624" height="416" /></span></span></p>
<p dir="ltr" style="line-height: 1.38; margin-top: 0pt; margin-bottom: 0pt;"><span style="font-size: 11pt; font-family: Arial; color: #000000; background-color: transparent; font-weight: 400; font-style: normal; font-variant: normal; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;">Yanalya/Freepik</span></p>
<p dir="ltr" style="line-height: 1.38; margin-top: 0pt; margin-bottom: 0pt;"> </p>
<p dir="ltr" style="line-height: 1.38; text-align: justify; margin-top: 0pt; margin-bottom: 0pt;"><span style="font-size: 11pt; font-family: Arial; color: #000000; background-color: transparent; font-weight: 400; font-style: italic; font-variant: normal; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;">Positioning</span><span style="font-size: 11pt; font-family: Arial; color: #000000; background-color: transparent; font-weight: 400; font-style: normal; font-variant: normal; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;"> artinya menempatkan produk di benak konsumen sebagai produk yang menonjol dibanding produk lainnya. Hal ini melibatkan berbagai strategi yang ditempuh perusahaan untuk menanamkan citra, persepsi, dan imajinasi atas produk yang ditawarkan pada konsumen melalui proses komunikasi. </span></p>
<p dir="ltr" style="line-height: 1.38; text-align: justify; margin-top: 0pt; margin-bottom: 0pt;"> </p>
<p dir="ltr" style="line-height: 1.38; text-align: justify; margin-top: 0pt; margin-bottom: 0pt;"><span style="font-size: 11pt; font-family: Arial; color: #000000; background-color: transparent; font-weight: 400; font-style: normal; font-variant: normal; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;">Tahap </span><a style="text-decoration: none;" href="https://www.ekrut.com/media/segmenting-targeting-positioning-adalah"><span style="font-size: 11pt; font-family: Arial; color: #1155cc; background-color: transparent; font-weight: 400; font-style: normal; font-variant: normal; text-decoration: underline; -webkit-text-decoration-skip: none; text-decoration-skip-ink: none; vertical-align: baseline; white-space: pre-wrap;">melakukan </span><span style="font-size: 11pt; font-family: Arial; color: #1155cc; background-color: transparent; font-weight: 400; font-style: italic; font-variant: normal; text-decoration: underline; -webkit-text-decoration-skip: none; text-decoration-skip-ink: none; vertical-align: baseline; white-space: pre-wrap;">positioning</span></a><span style="font-size: 11pt; font-family: Arial; color: #000000; background-color: transparent; font-weight: 400; font-style: italic; font-variant: normal; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;"> </span><span style="font-size: 11pt; font-family: Arial; color: #000000; background-color: transparent; font-weight: 400; font-style: normal; font-variant: normal; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;">dimulai dari identifikasi. Anda perlu menelaah dan mengidentifikasi sejumlah </span><a style="text-decoration: none;" href="http://blog.smartcomputerindo.com/artikel/102"><span style="font-size: 11pt; font-family: Arial; color: #1155cc; background-color: transparent; font-weight: 400; font-style: normal; font-variant: normal; text-decoration: underline; -webkit-text-decoration-skip: none; text-decoration-skip-ink: none; vertical-align: baseline; white-space: pre-wrap;">potensi keunggulan</span></a><span style="font-size: 11pt; font-family: Arial; color: #000000; background-color: transparent; font-weight: 400; font-style: normal; font-variant: normal; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;"> yang mampu menjadi modal membangun posisi Anda pada suatu </span><span style="font-size: 11pt; font-family: Arial; color: #000000; background-color: transparent; font-weight: 400; font-style: italic; font-variant: normal; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;">market</span><span style="font-size: 11pt; font-family: Arial; color: #000000; background-color: transparent; font-weight: 400; font-style: normal; font-variant: normal; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;">.  Setelahnya, Anda perlu menentukan keunggulan mana yang paling bersaing. Barulah kemudian Anda mengkomunikasikan karakter atau keunggulan tersebut pada pelanggan. </span></p>
<p dir="ltr" style="line-height: 1.38; text-align: justify; margin-top: 0pt; margin-bottom: 0pt;"> </p>
<p dir="ltr" style="line-height: 1.38; text-align: justify; margin-top: 0pt; margin-bottom: 0pt;"><span style="font-size: 11pt; font-family: Arial; color: #000000; background-color: transparent; font-weight: 400; font-style: normal; font-variant: normal; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;">Ingat, dalam </span><span style="font-size: 11pt; font-family: Arial; color: #000000; background-color: transparent; font-weight: 400; font-style: italic; font-variant: normal; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;">positioning</span><span style="font-size: 11pt; font-family: Arial; color: #000000; background-color: transparent; font-weight: 400; font-style: normal; font-variant: normal; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;">, Anda menyasar persepsi pelanggan terhadap produk Anda, bukan hanya produk secara fisik. Anda harus mampu mempersuasi mereka dan menunjukkan letak perbedaan keunggulan usaha Anda dibanding pesaing.</span></p>
<p dir="ltr" style="line-height: 1.38; text-align: justify; margin-top: 0pt; margin-bottom: 0pt;"> </p>
<p dir="ltr" style="line-height: 1.38; text-align: justify; margin-top: 0pt; margin-bottom: 0pt;"><a style="text-decoration: none;" href="https://www.dictio.id/t/apa-yang-dimaksud-dengan-pemasaran-segmenting-targeting-positioning-stp/13248/2"><span style="font-size: 11pt; font-family: Arial; color: #1155cc; background-color: transparent; font-weight: 400; font-style: normal; font-variant: normal; text-decoration: underline; -webkit-text-decoration-skip: none; text-decoration-skip-ink: none; vertical-align: baseline; white-space: pre-wrap;">Bentuk-bentuk strategi positioning</span></a><span style="font-size: 11pt; font-family: Arial; color: #000000; background-color: transparent; font-weight: 400; font-style: normal; font-variant: normal; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;"> menurut Kotler (2006) adalah: </span><span style="font-size: 11pt; font-family: Arial; color: #000000; background-color: transparent; font-weight: 400; font-style: italic; font-variant: normal; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;">positioning </span><span style="font-size: 11pt; font-family: Arial; color: #000000; background-color: transparent; font-weight: 400; font-style: normal; font-variant: normal; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;">berdasarkan atribut, </span><span style="font-size: 11pt; font-family: Arial; color: #000000; background-color: transparent; font-weight: 400; font-style: italic; font-variant: normal; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;">positioning </span><span style="font-size: 11pt; font-family: Arial; color: #000000; background-color: transparent; font-weight: 400; font-style: normal; font-variant: normal; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;">berdasarkan manfaat, </span><span style="font-size: 11pt; font-family: Arial; color: #000000; background-color: transparent; font-weight: 400; font-style: italic; font-variant: normal; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;">positioning </span><span style="font-size: 11pt; font-family: Arial; color: #000000; background-color: transparent; font-weight: 400; font-style: normal; font-variant: normal; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;">berdasarkan penerapan dan penggunaan, </span><span style="font-size: 11pt; font-family: Arial; color: #000000; background-color: transparent; font-weight: 400; font-style: italic; font-variant: normal; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;">positioning </span><span style="font-size: 11pt; font-family: Arial; color: #000000; background-color: transparent; font-weight: 400; font-style: normal; font-variant: normal; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;">berdasarkan pemakai, </span><span style="font-size: 11pt; font-family: Arial; color: #000000; background-color: transparent; font-weight: 400; font-style: italic; font-variant: normal; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;">positioning </span><span style="font-size: 11pt; font-family: Arial; color: #000000; background-color: transparent; font-weight: 400; font-style: normal; font-variant: normal; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;">menurut pesaing, </span><span style="font-size: 11pt; font-family: Arial; color: #000000; background-color: transparent; font-weight: 400; font-style: italic; font-variant: normal; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;">positioning </span><span style="font-size: 11pt; font-family: Arial; color: #000000; background-color: transparent; font-weight: 400; font-style: normal; font-variant: normal; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;">menurut kategori produk, dan </span><span style="font-size: 11pt; font-family: Arial; color: #000000; background-color: transparent; font-weight: 400; font-style: italic; font-variant: normal; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;">positioning </span><span style="font-size: 11pt; font-family: Arial; color: #000000; background-color: transparent; font-weight: 400; font-style: normal; font-variant: normal; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;">menurut harga. </span></p>
<p dir="ltr" style="line-height: 1.38; text-align: justify; margin-top: 0pt; margin-bottom: 0pt;"> </p>
<p dir="ltr" style="line-height: 1.38; margin-top: 0pt; margin-bottom: 0pt;"><span style="font-size: 11pt; font-family: Arial; color: #000000; background-color: transparent; font-weight: 400; font-style: normal; font-variant: normal; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;">Selamat </span><a style="text-decoration: none;" href="http://blog.smartcomputerindo.com/artikel/46"><span style="font-size: 11pt; font-family: Arial; color: #1155cc; background-color: transparent; font-weight: 400; font-style: normal; font-variant: normal; text-decoration: underline; -webkit-text-decoration-skip: none; text-decoration-skip-ink: none; vertical-align: baseline; white-space: pre-wrap;">memenangkan hati pelanggan</span></a><span style="font-size: 11pt; font-family: Arial; color: #000000; background-color: transparent; font-weight: 400; font-style: normal; font-variant: normal; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;"> dengan strategi pemasaran ini!</span></p>
<p dir="ltr" style="line-height: 1.38; margin-top: 0pt; margin-bottom: 0pt;"> </p>
<p dir="ltr" style="line-height: 1.38; margin-top: 0pt; margin-bottom: 0pt;"><span style="font-size: 11pt; font-family: Arial; color: #000000; background-color: transparent; font-weight: bold; font-style: normal; font-variant: normal; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;">Sumber</span></p>
<p dir="ltr" style="line-height: 1.38; text-align: justify; margin-top: 0pt; margin-bottom: 0pt;"><a style="text-decoration: none;" href="http://prosiding.unimus.ac.id/index.php/semnas/article/download/397/400"><span style="font-size: 11pt; font-family: Arial; color: #1155cc; background-color: transparent; font-weight: 400; font-style: normal; font-variant: normal; text-decoration: underline; -webkit-text-decoration-skip: none; text-decoration-skip-ink: none; vertical-align: baseline; white-space: pre-wrap;">http://prosiding.unimus.ac.id/index.php/semnas/article/download/397/400</span></a></p>
<p dir="ltr" style="line-height: 1.38; text-align: justify; margin-top: 0pt; margin-bottom: 0pt;"><span style="font-size: 11pt; font-family: Arial; color: #000000; background-color: transparent; font-weight: 400; font-style: normal; font-variant: normal; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;">https://books.google.co.id/books?id=Fe74DwAAQBAJ&pg=PA34&dq=segmenting+targeting+positioning+adalah&hl=id&sa=X&ved=2ahUKEwj4ye6w2oDsAhWBbysKHaSmCDs4ChDoATABegQIBhAC#v=onepage&q=segmenting%20targeting%20positioning%20adalah&f=false</span></p>

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