Peranan Segmentasi Pasar terhadap Peningkatan Volume Penjualan PT Kreasi Cipta Luire

Abstract

Increasing people's lifestyles have led to numerous impacts in various fields. One of them is the development in the field of fashion. Today, the fashion world is in great demand by all circles, especially by women. PT. Keasi Cipta Luire is a company engaged in the field of fashion. The company started to be established in 1995 with the label "Luire". The company has chosen to implement the market segmentation strategy as a marketing strategy to face market competition in order to achieve its goal of increasing sales volume. This study aims to determine the segmentation strategy that has been run by PT. Cipta Luire Kreasi and its role to increasing sales volume over the last five years. The method used in this research is descriptive qualitative method. Data was obtained from observation, interview and literature study. Data analysis technique used is data reduction, data presentation and conclusion or data verification. The informant in this research is the owner as a key informant, the marketing department (directors and managers) as key informants and consumers as additional informants. Observations and interviews stating that the segmentation strategy which is run by PT. Cipta Luire Kreasi are geographic segmentation and psychographic segmentation. Implementation of the segmentation need costs called cost of segmentation. The results of data analysis states that the cost of segmentation has increased every year, the increase is always followed by increase in sales volume. From the results of the data analysis was concluded that any change in the variable cost of segmentation is done always affect its sales volume. The conclusions show that the segmentation strategy undertaken by PT. Kreasi Cipta Luire effective and significant role to increase in its sales volume.