The Effect of Market Segmentation Strategy and Positioning on Customer and Its Impact on Customer Satisfaction on Sundanese Restaurant in Bandung City

Abstract

The condition of Sundanese restaurant currently that the development has not been so encouraging, however the competition among restaurant especially Sundanese restaurant with other restaurant is getting tight. Dealing with this competition, the restaurant charged with market segmentation and positioning and expected this restaurant gain a competitive advantage. This study aims to: 1) Determine the perception of respondents regarding the implementation of the market segmentation strategy and positioning in the Sundanese restaurant; 2) The effect of market segmentation implementation for positioning; 3) The effect of market segmentation implementation and positioning on the value of the customer; 4) The effect of the market segmentation strategy implementation, positioning against customer value and customer satisfaction.This study uses a scientific study concerning the management of marketing management particularly marketing strategy. This research is descriptive and verification conducted using survey and explanatory survey method and technique of random sample withdrawal. Data collection techniques were used observation and interviews and distributing questionnaires. The samples are 750 consumers in 100 Sundanese restaurants in Bandung City.Analysis of the data used is the Weighted Mean Score and Structural Equation Model (SEM) that uses the help of  LISREL 8.7. The results show that: 1) The implementation of market segmentation strategy affect the positioning; 2) The implementation of the strategy of market segmentation and positioning affect to the value of customers;  3) The implementation of the strategy of market segmentation, positioning and customer value significantly affect to customer satisfaction supported partially between these variables significantly influence.

Keywords: Market segmentation, Positioning, Customer value, Customer satisfaction