Understanding the Implementation of STP Strategy in Lifestyle-Based Retail: Evidence from Vape Stores in Indonesia

Fahrizal Fahrizal; Ellena Yusvia Wardhani; Sudarmiatin Sudarmiatin; Wening Patmi Rahayu

doi:10.55927/eajmr.v4i12.492

Authors

Fahrizal Fahrizal Universitas Negeri Malang
Ellena Yusvia Wardhani Universitas Negeri Malang
Sudarmiatin Sudarmiatin Universitas Negeri Malang
Wening Patmi Rahayu Universitas Negeri Malang

DOI:

https://doi.org/10.55927/eajmr.v4i12.492

Keywords:

Segmentation, Targeting, Positioning, Vape Retail, Spiral STP Model

Abstract

The rapid growth of lifestyle-oriented vape retailing in Indonesia challenges classical Segmentation–Targeting–Positioning (STP) logic, which assumes stable consumer segments and firm-driven positioning. This study investigates how STP is interpreted and enacted within vape store operations, where identity and community strongly shape market behaviour. A qualitative interpretive approach was applied through semi-structured interviews with vape shop operators in major urban areas, followed by phenomenological thematic analysis to capture lived strategic practices. Findings show that segmentation emerges dynamically from everyday customer interactions rather than prior planning, targeting occurs through relational engagement within offline and digital communities, and positioning is continuously co-created through atmosphere, product personalization, and storytelling. These patterns demonstrate that STP functions as a recursive practice rather than a linear managerial process. The study introduces the Spiral STP Model, offering a theoretical contribution to identity-driven marketing strategy and practical guidance for retailers seeking adaptive consumer engagement, while supporting policymakers in balancing industry growth and public health.

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