| dc.description.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. | en_US |
