PERANAN SEGMENTASI PASAR TERHADAP PENINGKATAN VOLUME PENJUALAN PT. SINAR BARU MEDAN

Abstract

Market segmentation is basically a way to differentiate the market according to some characters from customers who are generally classified into 4 (four), namely: geography, demography, psychography, and behavior.
Data analysis method is done by using descriptive analysis and quantitative analysis, by using primary and secondary data.
PT. Sinar Medan is a multinational company producing cables based in Jakarta, Indonesia. The company was founded in 1972.
From the results of comparative analysis before and after the implementation of market segmentation based on geographic it is clear that cable sales can reach even past the sales target after the implementation of market segmentation. The average increase in cable sales in the past five years is 12.6%. The result of simple regression coefficient analysis shows that market segmentation has significant effect to sales volume whereas when market segmentation increases 1 (one) marketing area then sales volume will also increase by 316.653 meter cable. The correlation value between market segmentation and sales volume based on simple linear correlation coefficient analysis is 0.99. This means the relationship between market segmentation and sales volume is positive and very close. While the results of coefficient of determination analysis shows that market segmentation has a very large effect on sales volume that is equal to 98%