ANALYSIS OF SEGMENTING, TARGETING, POSITIONING (STP) MARKETING STRATEGY IN MSME BATIK
(A CASE STUDY ON BATIK KRAJAN DW KARANGPLOSO)
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Dyah Setyawati(1*)
Program Doktor Ilmu Manajemen, Fakultas Ekonomi, Universitas Negeri Malang
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Sudarmiatin Sudarmiatin(2)
Manajemen, Fakultas Ekonomi, Universitas Negeri Malang
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Puji Handayati(3)
Manajemen, Fakultas Ekonomi, Universitas Negeri Malang
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Naswan Suharsono(4)
Manajemen, Fakultas Ekonomi, Universitas Negeri Malang
(*) Corresponding Author
Keywords:
Batik Krajan DW, MSMEs, STP Marketing Strategy
Abstract
Micro, Small, and Medium Enterprises (MSMEs) play a vital role in driving economic growth; however, the increasing level of competition necessitates that business actors adopt effective and appropriate marketing strategies to sustain their competitiveness and achieve long-term success. This study aims to analyse the application of marketing strategies through the STP concept (Segmenting, Targeting, and Positioning) at Batik Krajan DW MSME in Karangploso. This research employs a descriptive qualitative method through observation, interviews, and documentation. The findings indicate that market segmentation includes batik enthusiasts, government institutions, schools, and tourists, with the main target being batik enthusiasts and government institutions. Positioning is carried out through the unique Batik Kawung Kates motif and involvement within the Hasta Padma batik industrial area. However, the implementation of the STP strategy has not been optimal, as indicated by fluctuating sales, low compliance of civil servants in wearing batik, and intense competition. These findings are expected to serve as a basis for strengthening the marketing strategy through a more optimal STP concept at Batik Krajan DW MSME.
Keywords: Batik Krajan DW; MSMEs; STP Marketing Strategy
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References
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Sinulingga, P. C. H. (2023). Pengaruh Positioning, Persepsi Harga dan Citra Merek dengan Kepuasan Konsumen dan Keputusan Pembelian (Studi pada Konsumen Erha Skincare). Jurnal Impresi Indonesia. https://doi.org/10.58344/jii.v1i11.720
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Suyatno, A., Arief, S., Asir, M., Anwar, M., & Sanusi, M. D. (2023). Penerapan Strategi Segmenting dan Targeting dalam meningkatkan Kinerja Pemasaran: Literatur review. Journal of Economic, Business and Accounting (COSTING), 6(2). https://doi.org/10.31539/costing.v6i2.5434
Wu, C.-W., et al. (2024). The empirical study of digital marketing strategy and firm performance / innovativeness and managerial capabilities in DM adoption.
Yudistira, P., & Chandra. Diktat Ku. Procrastination And Task Avoidance: Theory, Research and Treatment. New York: Plenum Press.
Alwan, M., & Alshurideh, M. T. (2022). The effect of digital marketing on value creation and customer satisfaction. International Journal of Data and Network Science, 6(4), 1557–1566. https://doi.org/10.5267/j.ijdns.2022.4.021
Aprilia, N., Subroto, W. T., & Sakti, N. C. (2025). The Role of Small and Medium Enterprises (SMEs) in Supporting the People’s Economy in Indonesia. International Journal of Research and Scientific Innovation (IJRSI).
https://doi.org/10.51244/IJRSI.2024.11120036
Darmawan, A. I. (2024). Analysis of Marketing Strategies in Segmentation, Targeting, and Positioning (STP) in The Sales of Twelve SMPN 1 Pace Canteens. Proceeding Kilisuci International Conference on Economic & Business, 2, 401–409.
Dowling, G. R. (2004). Attaining customers: creating, communicating, and delivering customer value (Chapter in The Art and Science of Marketing: Marketing for Marketing Managers). Oxford University Press.
Fitriadi, A., Sudarmiatin, S., & Wardana, L. W. (2024). Micro, Small, and Medium Enterprises (MSMEs): CatalystS for Inclusive Economic Development in Indonesia. Nusantara Economics and Entrepreneurships Journals, 2(3), 342–355. https://doi.org/10.59971/necent.v2i3.61
Gajanova, L., Nadanyiova, M., & Moravcikova, D. (2019). The Use of Demographic and Psychographic Segmentation to Creating Marketing Strategy of Brand Loyalty. Annals of the Alexandru Ioan Cuza University – Economics, 66(1), 65–84. https://doi.org/10.2478/saeb-2019-0005
Haris, A. (2024). The Role of Marketing Research in Understanding Consumer Behavior and Preferences. Advances in Business & Industrial Marketing Research, 2(2). https://doi.org/10.60079/abim.v2i2.259
Khilola, Y., & Jibril, A. B. (2024). A Framework of Marketing Strategy for Small and Medium Business Growth in Uzbekistan. International Journal of Entrepreneurship, 28(S3), 1–35.
Kotler, P. (2007). Marketing Management (12th ed.). Pearson.
Martin, G. (2011). The Importance of Marketing Segmentation. American Journal of Business Education (AJBE), 4(6), 1–?
Mauliano, I. R., & Arimbawa, P. A. P. (2025). The Effects of Product Differentiation and Brand Image on Customer Loyalty. Jurnal Kewirausahaan dan Inovasi, 4(1). Retrieved from https://jki.ub.ac.id/index.php/jki/article/view/532
Mijan, R., Md Noor, S., & Jaafar, M. (2020). Exploring strategic branding resources for small and medium-sized brand-oriented companies. SEARCH: The Journal of the South East Asia Research Centre for Communication and Humanities, 12(1), 29–45.
Nijssen, E. J., & Frambach, R. T. (2000). Creating customer value through strategic marketing planning: a management approach. Kluwer Academic Publishers.
Nugraha, A. R., & Sjoraida, D. F. (2025). Brand Positioning Strategy and Consumer Knowledge: Its Impact on Brand Attitude and Purchase Decision. International Journal of Management Science and Information Technology, 5(1), 67–75. https://doi.org/10.35870/ijmsit.v5i1.3707
Odoom, R., Narteh, B., & Boateng, R. (2017). Branding in small- and medium-sized enterprises (SMEs): Current issues and research avenues. Qualitative Market Research: An International Journal, 20(1), 68–89.
Parenden, A., & Junaidin, J. (2025). Analysis of New Product Marketing Strategy Using the STP Approach (Segmentation, Targeting, Positioning). Jurnal Economic Resource, 7(2). https://doi.org/10.57178/jer.v7i2.1505
Patrick, Z., & Hee, O. C. (2022). Marketing Strategy in Small and Medium Enterprises: A Bibliometric Analysis from 1989 to 2020. International Journal of Academic Research in Business and Social Sciences, 12(5), 598–613.
Putranto, A. S. (2025). Transformation of MSME Marketing Towards Sustainability. AJEMB.
Putri, P. A., & Fauziya, F. (2024). Analisis Strategi Pemasaran Segmentation, Target, Positioning (STP), dan Brand Awareness Terhadap Keputusan Pembelian Konsumen Produk Jas Hujan. JEMSI (Jurnal Ekonomi, Manajemen, dan Akuntansi), 10(4), 2326–2334. https://doi.org/10.35870/jemsi.v10i4.2588
Potton, Z., & Baharuddin, B. (2024). Market Segmentation Analysis to Increase the Effectiveness of Marketing Strategies. IJMA (Indonesian Journal of Management and Accounting). Diambil dari
https://ejournal.almaata.ac.id/index.php/IJMA/article/view/4238
Raya, A. B. (2021). Challenges, open innovation, and engagement theory at batik SMEs (study on batik SMEs’ challenges and innovation paths).
Ries, A., & Trout, J. (1981). Positioning: The battle for your mind. McGraw-Hill.
Rostini, I. A., & Ciptosari, F. (2022). Implementasi Segmentation, Targeting, Positioning (STP) Dalam Penentuan Strategi Pemasaran Desa Wisata Wae Lolos. Jurnal Akademisi Vokasi, 1(1), 18–27. Retrieved from
https://journal.poltekelbajo.ac.id/index.php/javok/article/view/7
Rubio-Andrés, M., Linuesa-Langreo, J., Gutiérrez-Broncano, S., & Sastre-Castillo, M. Á. (2024). How to improve market performance through competitive strategy and innovation in entrepreneurial SMEs. International Entrepreneurship and Management Journal, 20(1677–1706). https://doi.org/10.1007/s11365-024-00947-9
Saputro, W. W., & Mustofa. (2024). Marketing Segmentation and Increasing Sales Volume in an Islamic Economic Perspective. Journal of Islamicate Studies, 6(1). https://doi.org/10.32506/jois.v6i1.843
Sinulingga, P. C. H. (2023). Pengaruh Positioning, Persepsi Harga dan Citra Merek dengan Kepuasan Konsumen dan Keputusan Pembelian (Studi pada Konsumen Erha Skincare). Jurnal Impresi Indonesia. https://doi.org/10.58344/jii.v1i11.720
Sugiyono. (2017). Metode penelitian kuantitatif, kualitatif, dan R&D. Bandung: Alfabeta.
Suyatno, A., Arief, S., Asir, M., Anwar, M., & Sanusi, M. D. (2023). Penerapan Strategi Segmenting dan Targeting dalam meningkatkan Kinerja Pemasaran: Literatur review. Journal of Economic, Business and Accounting (COSTING), 6(2). https://doi.org/10.31539/costing.v6i2.5434
Wu, C.-W., et al. (2024). The empirical study of digital marketing strategy and firm performance / innovativeness and managerial capabilities in DM adoption.
Yudistira, P., & Chandra. Diktat Ku. Procrastination And Task Avoidance: Theory, Research and Treatment. New York: Plenum Press.
Published
2025-11-30
How to Cite
Setyawati, D., Sudarmiatin, S., Handayati, P., & Suharsono, N. (2025). ANALYSIS OF SEGMENTING, TARGETING, POSITIONING (STP) MARKETING STRATEGY IN MSME BATIK. Journal of Management : Small and Medium Enterprises (SMEs), 18(3), 2241-2249. https://doi.org/10.35508/jom.v18i3.26144
Section
Articles
