Implementation of Segmenting, Targeting, and Positioning (STP) in the "Agung Kaos" Confectionery Micro, Small, and Medium Enterprise (MSMEs) in Malang Regency

Salsabila Citra Devi; Dian Senly Andika; Mohammad Isa Wibisono; Rizma Fauziyah; Sudarmiatin Sudarmiatin; Naswan Suharsono

doi:10.55927/eajmr.v4i5.144

Authors

Salsabila Citra Devi Universitas Negeri Malang
Dian Senly Andika Universitas Negeri Malang
Mohammad Isa Wibisono Universitas Negeri Malang
Rizma Fauziyah Universitas Negeri Malang
Sudarmiatin Sudarmiatin Universitas Negeri Malang
Naswan Suharsono Universitas Negeri Malang

DOI:

https://doi.org/10.55927/eajmr.v4i5.144

Keywords:

Marketing strategy, Segmenting, Targeting, Positioning, MSMEs

Abstract

"Agung Kaos" MSMEs in Malang Regency faces competitive challenges in the increasingly tight fashion industry from large-scale producers and e-commerce platforms. This study examines STP strategy implementation to enhance business competitiveness using a descriptive qualitative approach through observation, in-depth interviews, and documentation studies. Results show Agung Kaos segments its market based on demographics (ages 17- 50), geography (Malang area and digital expansion), psychographics (communities, businesses, event organizers), and behavior (varying needs and repeat purchases).Targeting focuses on three segments: organizations/ communities (minimum 50 pcs packages), local MSMEs/ businesses (premium materials), and event committees (fast service with free design consultation). The business positions itself as a "Creative Partner for Premium Textiles from Malang" differentiated through trusted customization, quality materials, and one-stop service.

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