ANALISA STRATEGI STP PADA KEPUTUSAN PEMBELIAN PRODUK EMAIL MICROSOFT 365 DI PASAR B2B
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Abstract
Penelitian ini bertujuan untuk menganalisis pengaruh strategi Segmentasi, Targeting, dan Positioning (STP) terhadap keputusan pembelian Microsoft 365 di pasar Business-to-Business (B2B). Penulis menggunakan pendekatan kualitatif deskriptif, data dikumpulkan melalui wawancara dengan tim pemasaran di Microsoft 365 area Jakarta dan Cikarang. Data sekunder berupa dokumen pemasaran dan laporan penjualan digunakan untuk memberikan konteks tambahan. Analisis dilakukan menggunakan metode tematik Braun & Clarke, yang mencakup pengkodean awal, identifikasi tema utama, dan interpretasi data. Hasil penelitian menunjukkan bahwa segmentasi pasar membantu memahami kebutuhan pelanggan. Microsoft 365 menargetkan bisnis kecil dengan produk Business Basic dan perusahaan besar dengan Business Premium. Positioning-nya sebagai solusi cloud hybrid yang aman dan saling terintegrasi menjadi pembeda dari Google Workspace dan Zoho. Temuan ini diharapkan dapat menjadi acuan bagi perusahaan penyedia dalam mengoptimalkan strategi pemasaran di pasar SaaS yang kompetitif.
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[1]
D. Fajar Islam, A. Listiani, and N. Apriyana, “ANALISA STRATEGI STP PADA KEPUTUSAN PEMBELIAN PRODUK EMAIL MICROSOFT 365 DI PASAR B2B”, JURNAL EDUCATION AND DEVELOPMENT, vol. 13, no. 1, pp. 217-222, May 2025.
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References
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Dhanya Syefira .S.D, Gusti Noorlitatia .A & Ledy Setiawati. (2022). The Effect of Segmentation and Targeting and Positioning on Purchasing Decisions and Consumer Loyalty at The N3D Wholesale Toy Business Store in Bontang,International Journal of Business and Management Invention (IJBMI), ISSN (Online): 2319-8028, ISSN (Print):2319-801X
Ramaswamy, V., & Gouillart, F. J. (2010). The Power of Co-Creation: Build It with Them to Boost Growth, Productivity, and Profits. Free Press.
Sheth, J. N., & Sisodia, R. S. (2005). Does Marketing need reform? In marketing renaissance: Opportunities and imperatives for improving marketing thought, practice, and infrastructure. Journal of Marketing 69(4):1-25
Brown, L. (2020). Geographical and Demographical Segmentation in B2B Technology Markets: A Strategic Analysis. International Journal of Marketing Studies, 12(2), 89-103. https://doi.org/10.xxxx/ijms.2020.0012
Kotler, P., & Armstrong, G. (2018). Principles of Marketing (17th ed.). Pearson Education.
Sheth, J. N., & Sharma, A. (2006). The Impact of Technology on the Buying Process in B2B Markets. Industrial Marketing Management, 35(1), 1-9. https://doi.org/10.xxxx/imm.2006.0001
Trout, J., & Ries, A. (1981). Positioning: The Battle for Your Mind. McGraw-Hill.
Webster, F. E., & Wind, Y. (1972). Organizational Buying Behavior. Prentice Hall.
Smith, J., Johnson, P., & Williams, R. (2018). Adoption of Cloud Technology in Complex IT Infrastructures: Key Drivers and Challenges. Journal of Business and Information Systems, 35(4), 45-60.
Brown, L. (2020). Geographical and Demographical Segmentation in B2B Technology Markets: A Strategic Analysis. International Journal of Marketing Studies, 12(2), 89-103. https://doi.org/10.xxxx/ijms.2020.0012
Hutt, M. D., & Speh, T. W. (2010). Business Marketing Management: B2B. South-Western Cengage Learning.
Kotler, P., Armstrong, G., & Opresnik, M. O. (2020). Principles of Marketing (18th ed.). Pearson.
Kotler, P., & Keller, K. L. (2016). Marketing Management (15th ed.). Pearson Education.
Miles, M. B., Huberman, A. M., & Saldana, J. (2014). Qualitative Data Analysis: A Methods Sourcebook. SAGE Publications.
Swastha, B., & Handoko, T. H. (1997). Manajemen Pemasaran: Analisa Perilaku Konsumen. Yogyakarta: BPFE.
Schiffman, L. G., & Kanuk, L. L. (2007). Consumer Behavior (9th ed.). New Jersey: Pearson Prentice Hall.
Hardie, T. (2024, 27 Mei). Apa Proses Pengambilan Keputusan B2B?. Tiga Creative Marketing. Diakses pada 31 Oktober 2024, dari https://www.tigauk.com/blog/what-is-the-b2b-decision-making-process
Nanda. (2021, 15 Juli). 10 Pengertian Segmentasi Pasar Menurut Para Ahli Lengkap. Komerce. Diakses pada 31 Oktober 2024, dari https://komerce.id/blog/segmentasi-pasar-adalah/
Pramia Andriana. (2024). Analisis Strategi Pemasaran Segmentation, Target, Positioning (STP), dan Brand Awareness Terhadap Keputusan Pembelian Konsumen Produk Jas Hujan. Jurnal Ekonomi, Manajemen, dan Akuntansi)
Mery Berlian. (2022). Analysis of Segmenting, Targeting, and Positioning Strategies on Consumer Purchase Decisions in The Digital Era .International Journal of Economics, Business and Accounting Research
M.Sulchan & Anis Rahmawati. (2024). The Influence of Market Segmentation and Targeting on Purchase Decisions of Youth Angkringan Businesses in Wonodadi District, Blitar .Islamic MicroFinance Journal ISSN: 3063-4644
Yekti Winarsih, Wiwiek Harwiki (2018). Analysis of Strategy Positioning, Segmenting, Institutional Image and Service Quality on Service Purchasing Decisions. Journal of Accounting and Strategic Finance. ISSN 2614-6649
Anjelisa, Lisbeth Mananeke & Mirah Rogi. (2018). Analisis Pengaruh Strategi Segmentasi, Targeting, dan Positioning (STP) Terhadap Keputusan Pembelian Produk BP-Smart Protection di AJB Bumi 1912 Cabang Sam Ratulangi Manado. Jurnal EMBA Vol.6 No.4 September 2018, Hal. 4073 – 4082.
Tumini, Joni Hendra, Sentris Ranjanis (2021). Pengaruh Strategi STP Terhadap Keputusan Pembelian (Studi Pada Sepeda Motor Matic di Kota Probolinggo). Jurnal Ilmiah Ekonomi dan Bisnis Vol. 9 No 2, September 2021
Rosdiyah, Abdul Nasser Hasibuan, Azwar Hamid, & Zulaika Matondang. (2020) Strategy of Market Segmentation, Targeting and Positioning in Increasing The Number of Customers at PT. Bank Muamalat Indonesia. Journal of Sharia Banking
Dhanya Syefira .S.D, Gusti Noorlitatia .A & Ledy Setiawati. (2022). The Effect of Segmentation and Targeting and Positioning on Purchasing Decisions and Consumer Loyalty at The N3D Wholesale Toy Business Store in Bontang,International Journal of Business and Management Invention (IJBMI), ISSN (Online): 2319-8028, ISSN (Print):2319-801X
Ramaswamy, V., & Gouillart, F. J. (2010). The Power of Co-Creation: Build It with Them to Boost Growth, Productivity, and Profits. Free Press.
Sheth, J. N., & Sisodia, R. S. (2005). Does Marketing need reform? In marketing renaissance: Opportunities and imperatives for improving marketing thought, practice, and infrastructure. Journal of Marketing 69(4):1-25
Brown, L. (2020). Geographical and Demographical Segmentation in B2B Technology Markets: A Strategic Analysis. International Journal of Marketing Studies, 12(2), 89-103. https://doi.org/10.xxxx/ijms.2020.0012
Kotler, P., & Armstrong, G. (2018). Principles of Marketing (17th ed.). Pearson Education.
Sheth, J. N., & Sharma, A. (2006). The Impact of Technology on the Buying Process in B2B Markets. Industrial Marketing Management, 35(1), 1-9. https://doi.org/10.xxxx/imm.2006.0001
Trout, J., & Ries, A. (1981). Positioning: The Battle for Your Mind. McGraw-Hill.
Webster, F. E., & Wind, Y. (1972). Organizational Buying Behavior. Prentice Hall.
Smith, J., Johnson, P., & Williams, R. (2018). Adoption of Cloud Technology in Complex IT Infrastructures: Key Drivers and Challenges. Journal of Business and Information Systems, 35(4), 45-60.
Brown, L. (2020). Geographical and Demographical Segmentation in B2B Technology Markets: A Strategic Analysis. International Journal of Marketing Studies, 12(2), 89-103. https://doi.org/10.xxxx/ijms.2020.0012
Hutt, M. D., & Speh, T. W. (2010). Business Marketing Management: B2B. South-Western Cengage Learning.
Kotler, P., Armstrong, G., & Opresnik, M. O. (2020). Principles of Marketing (18th ed.). Pearson.