The STP Marketing Strategy of Toyota Agya and the Influence of Brand Image on Consumer Purchase Decisions in Jambi City

Authors

  • Anaseputri Jamira Faculty of Economics University of Batanghari, Jambi, Indonesia
  • Denny Asmas Faculty of Economics University of Batanghari, Jambi, Indonesia
  • Muhammad Amali Faculty of Economics University of Batanghari, Jambi, Indonesia

DOI:

https://doi.org/10.38035/dijdbm.v6i6.5871

Keywords:

Brand Image, Purchase Decision, STP

Abstract

Brand image plays a significant role in influencing consumer purchasing decisions. This study aims to describe the relationship between brand image, purchasing decisions, and the STP (Segmentation, Targeting, and Positioning) marketing strategy of Toyota Agya in Jambi City. This study uses a quantitative descriptive method, with data analyzed using SPSS through a simple linear regression model. The results show that brand image has a significant positive effect on consumer purchasing decisions in Jambi City. Furthermore, based on the STP analysis, segmentation focuses on urban middle-income consumers seeking affordable, fuel-efficient, and compact vehicles. The targeting strategy emphasizes young professionals, small families, and first-time car buyers who value practicality and cost efficiency. Meanwhile, the positioning strategy presents the product as an economical city car that offers reliability, safety, and a modern design supported by a strong brand reputation. Overall, the results of the study indicate that an effective STP marketing strategy, combined with a strong brand image, significantly influences consumer purchasing decisions.

References

American Marketing Association, Marketing of Banking Product. Cityland

Basu Swastha dan Irawan, (2008). Manajemen Penjualan. Yogyakarta, BPFE

Buchari Alma, 2004. Manajemen pemasaran dan Pemasaran Jasa. Cetakan pertama. Jakarta. Alfabeta

Berman, Elizabeth. (2017). “An Exploratory Sequential Mixed Methods Approach to Understanding Researchers’ Data Management Practices at UVM: Integrated Findings to Develop Research Data Services.” Journal of eScience Librarianship 6(1): e1104.

Daryanto, 2011. Manajemen Pemasaran, San Kuliah, Bandung Satu Nusa

Dharmesta, 2008. Manajemen Pemasaran Modern, Edisi ke dua, Yogyakarta, Liberty

Djaslim, Saladin dan Yevis Marty Oesman, 2003. Intisari Pemasaran dan Unsur-Unsur Pemasaran, Cetakan ke dua, Bandung. Linda Karya

Guest, Greg, and Paul J Fleming. (2019). Qualitative Research in Health Care Mixed Methods Research.

Hasibuan, Malayu,S.P 2004 Organisasi dan Motivasi Dasar Peningkatan Produktivitas. Jakarta. Bumi Aksara

Husein Umar, 2002. Metode Riset Bisnis, Jakarta, PT. Gramedia Pustaka

Kotler P. 2002. Manajemen Pemasaran Edisi Milenium Jilid I Indeks, Jakarta

. 2003 Manajemen Pemasaran Edisi Milenium Jilid I Indeks, Jakarta Kotler. P & Keller, 2008. Manajemen Pemasaran Edisi 12 Jilid I, Jakarta ; Erlangga

, 2009. Manajemen Pemasaran Edisi 13 Jilid I, Jakarta; Erlangga

Kotler. P & Gary Armstrong, 2013. Prinsip-prinsip Pemasaran, Alih Bahasa. Jakarta

Rangkuty, Freddy, 2002. The Power of Brand, Jakarta, Gramedia Pustaka Utama Sugiyono. 2011. Statistik Untuk Penelitian. Bandung, Alfabeta.

Sani, S. A., & Aslami, N. (2022). Strategi Pemasaran STP (Segmenting, Targeting, dan Positioning) Pada Produk Kecantikan House Of Beauty Cabang Kota Pematangsiantar. MAMEN: Jurnal Manajemen, 1(1), 18–26.

Schiffman LG, Wisenblit J. 2015. Consumen Behavior 11 ed. Jakarta: Pearson Education.

Stoner, J.A.F. R.E. Freeman, 2003. Management in Marketing and Strategy Planning. 6th ed. Englewood Cliffs, N.J.: Prentice Hall, Inc

Sudaryono. 2016. Manajemen Pemasaran Teori dan Implementasi. Yogyakarta: ANDI.

Sugiono. (2018). Metode Penelitian Kuantitatif, Kualitatif dan Kombinasi (Mixed Methods). Bandung: Alfabeta.

Sugiono. (2022). Metode Penelitian Manajemen. Bandung: Alfabeta.

Tjiptono Fandy, Strategi Pemasaran. Cetakan keenam. Penerbit Andi Offset, Yogyakarta 2004

Utama Istijanto, 2002. Aplikasi Praktis riset Pemasaran, Jakarta, Gramedia Pustaka Utama.

Widjoyo et al. 2017. Sari-Sari Pemasaran & Aplikasinya di Dunia Bisnis. Jakarta: Prasetya Mulia Publishing.

Wilson dan Gilligan. 2005. Strategic Marketing Management. Planning, Implementation & Control. 3 ed. Elsevier Butterworth-Heinemann

Downloads

Published

2025-11-30

Issue

Vol. 6 No. 6 (2025): Dinasti International Journal of Digital Business Management (October - November 2025)

Section

Articles

License

Copyright (c) 2025 Anaseputri Jamira, Denny Asmas, Muhammad Amali

Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 International License.

Authors who publish their manuscripts in this journal agree to the following conditions:

  1. The copyright on each article belongs to the author(s).
  2. The author acknowledges that the Dinasti International Journal of Digital Business Management (DIJDBM) has the right to be the first to publish with a Creative Commons Attribution 4.0 International license (Attribution 4.0 International (CC BY 4.0).
  3. Authors can submit articles separately, arrange for the non-exclusive distribution of manuscripts that have been published in this journal into other versions (e.g., sent to the author's institutional repository, publication into books, etc.), by acknowledging that the manuscript has been published for the first time in the Dinasti International Journal of Digital Business Management (DIJDBM).