The Role of Market Segmentation and Distribution Channel Preferences in Increasing Sales Volume of Purung Tofu Factory, Trenggalek Regency
DOI:
https://doi.org/10.29407/kilisuci.v3i.6367Keywords:
Market segmentation, distribution channel preference, sales volumeAbstract
Research aim : This study aims to explore the role of market segmentation and distribution channel preferences in increasing the sales volume of Purung Tofu Factory in Trenggalek Regency.
Design/Methods/Approach :. This study used an exploratory qualitative approach with in-depth interview and observation methods. Data were collected from factory owners and consumers through the 5R informant selection technique.
Research Finding : The results show that market segmentation based on geographic characteristics, demographics, psychographics, and consumption behavior can help tofu factories identify the main target market. Distribution channel preferences such as traditional markets, modern stores, and direct purchase to factories have an important role in product distribution efficiency and increasing sales volume. The integration of these two aspects has a positive impact on the competitiveness and business sustainability of small-scale tofu factories.
Theoretical contribution/Originality : This study offers a theoretical contribution by integrating market segmentation and distribution channel preferences as an integrated approach in the marketing strategy of traditional tofu factories. This study also fills the literature gap regarding the effect of the combination of these two aspects on increasing sales volume in the local business context.
Practitioner/Policy implication : The findings of this study can serve as a guide for the managers of Purung Tofu Factory to design a more effective and efficient marketing strategy. In addition, local governments and industry players can use the results of this study to encourage the development of traditional food businesses through policies that support optimal management of market segmentation and distribution.
Research limitation : This research is limited to the context of Purung Tofu Factory in Trenggalek Regency, so the results cannot be generalized to tofu factories in other regions. Further studies are needed to test the model developed in tofu factories with different consumer characteristics.
References
[1] Novie Wulansari I, Aini Anisa N, Zaman K, Studi Manajemen Sekolah Tinggi Ilmu Ekonomi Pemuda Surabaya P. Analisis Strategi Pemasaran untuk Meningkatkan Penjualan pada PT. Anugerah Farm di Cabang Pasar Porong. EKOMA : Jurnal Ekonomi 2024;4.
[2] Wahyu IA, Lailatunnikmah AS. Analisis Metode SMART Dalam Strategi Segmentasi Pasar (Studi Produk Tabungan Simitra Mikro Di Bank Mitra Syariah Kantor Cabang Bojonegoro). 2022. https://doi.org/https://doi.org/10.52166/adilla.v5i1.3050.
[3] Ayu Muchlisa N, Surianto MohA. Analisis Saluran Distribusi Pada PT. Panahmas Dwitama Distrindo Jember. Jurnal Indonesia Sosial Sains 2021;2:2059–68. https://doi.org/10.36418/jiss.v2i12.480.
[4] Telaumbanua TI, Mendrofa Y, Ndraha AB, Zalukhu Y. Analisis Strategi Pemasaran Dalam Meningkatkan Volume Penjualan Pada UD. Tahu Murni Kota Gunungsitoli. Journal of Accounting and Finance Management (JAFM) 2024;5, No. 4. https://doi.org/10.38035/jafm.v5i4.
[5] Evdokimova SA. Segmentation of store customers to increase sales using ABC-XYZ-analysis and clustering methods. J Phys Conf Ser, vol. 2032, IOP Publishing Ltd; 2021. https://doi.org/10.1088/1742-6596/2032/1/012117.
[6] Arohman, Kohar, Purwanto. PELAKSANAAN PENGEMBANGAN PRODUK DAN SALURAN DISTRIBUSI GUNA MENINGKATKAN VOLUME PENJUALAN PADA INDUSTRI TAHU JAYA SENDANG AGUNG LAMPUNG TENGAH. Jurnal Ilmiah Ekonomi Manajemen 2019;10 No.01. https://doi.org/https://doi.org/10.52657/jiem.v10i01.1245.
[7] Aliami S, Muslih B, Zulistiani, Sardanto R. Analisis Segmenting, Targeting, dan Positioning pada Batik Tulis Ningrat Prasojo. Jurnal Penelitian Manajemen Terapan (PENATARAN) 2022;Volume 7, Nomor 1. https://doi.org/https://journal.stieken.ac.id/index.php/penataran/article/view/596
.
[8] Marpaung TF. Analisis Kualitas Pelayanan Apotek Rawat Jalan Terhadap Kepuasan Pasien Di Rumah Sakit Umum Daerah Kabupaten Malinau. Jurnal Indonesia Sosial Sains 2021;2:2035–42. https://doi.org/10.36418/jiss.v2i11.456.
[9] Kotler P, Keller KL, Brady M, Goodman M, Hansen T. Marketing Management 3rd edn PDF eBook. . Pearson Higher Ed; 2016.
[10] Kotler P,, Keleer KL. Manajemen Pemasaran. Jakarta: Penerbit Erlangga; 2009.
Downloads
Published
Issue
Section
License
Copyright (c) 2025 Irfan Hari Mukti, Basthoumi Muslih
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
