Implementation of Segmenting, Targeting, Positioning in Increasing Buying Power towards Costumer Satisfaction: A Conceptual Review

Abstract

In the face of increasingly fierce business competition, this conceptual study aims to analyze how the implementation of Segmenting, Targeting, and Positioning (STP) strategies can increase purchasing power and enhance consumer satisfaction. The research method used is a qualitative literature review, gathering insights from various empirical and theoretical studies on STP strategy implementation in marketing practices. The results show that effective segmentation enables businesses to identify homogeneous market groups with specific needs, targeting allows the selection of the most profitable consumer segments, and precise positioning builds a strong brand image in the minds of consumers. The discussion emphasizes that accurate STP application enhances marketing communication efficiency, increases purchase intentions, and fosters brand loyalty. As a conclusion, the study affirms that consistent and strategic implementation of STP not only improves consumer satisfaction but also creates sustainable competitive advantages for companies.