STRATEGI SEGMENTING TARGETING POSITIONING (STP) DI PT. ZHAFIRAH MITRA MADINA YOGYAKARTA TAHUN 2022

The problem in this study is the decrease in the number of congregations at PT. Zhafirah which is very significant in 2022, this is an attraction for researchers to conduct research on segmenting targeting and positioning strategies. With so many competitors engaged in the same field, PT. Zhafirah uses a different marketing strategy from competitors so that the business she manages can compete fairly in the market. The research method used in this research is qualitative research with a descriptive approach. This is used to describe the actual Segmenting Targeting Positioning Strategies at PT. Zhafirah Mitra Madina Yogyakarta in 2022. Data collection techniques in this study were interviews, observation and documentation. Test the validity of the data using triangulation of data collection techniques and triagulation of data sources. Based on the results of the research, it can be concluded that segmenting PT. Zhafirah is based on psychographic segmentation. Namely social class. The targeting is the upper middle class. While the positioning chosen by Zhafirah is in accordance with the slogan “the comfort of worship with us”