Market segmentation to improve sales performance of company: a case study of PT. SS, a tea-based ready-to-drink company
This research will discuss about the influence of market segmentation to a Ready To Drink (RTD) tea company like PT. SS. In this research, data collection is obtained by distributing questionnaires to 300 respondents in Jakarta, Tangerang, Bekasi and Bandung areas on two products produced bynPT. SS, Teh Botol and Fruit Tea.nThe variables are measured by using Likert Scale to find out the agreement level of consumers toward the statements in the questionnaires. The SPSS version 17 is used to do reliability and validity tests on collected questionnaires and the Amos version 16 is used to find out how strong the relation of marketnsegmentation on consumer purchase decision which at the end will result on the increase of the company sales.nBased on the research analysis, the right market segmentation has positively influenced the increase of sales of PT. SS. For Teh Botol, the element of marketing mix strategy that has most influence to customer purchase decision is the Product itself. Meanwhile for Fruit Tea, which has different segmentation with Teh Botol, Promotion is the most influence factor on its customer purchase decision.
No other version available