IMPLEMENTASI SEGMENTING, TARGETING, POSITIONING DALAM STRATEGI PEMASARAN PADA PRODUK CAMILAN KUE BAWANG DENGAN BIJI RAMI SUBSTITUSI TELUR

ABSTRACT
This research aims to implement segmenting, targeting, and positioning (STP) strategies in marketing an innovative product of onion cake snacks with flaxseed as an egg substitute. This innovation offers a healthier and friendlier alternative to snacks for people with egg allergies, without reducing the distinctive taste and texture. The research method uses a descriptive qualitative approach through in- depth interviews with MSME actors and students as actors and target consumers. Market segmentation was conducted based on geographical (Srengseng Sawah), demographic (18-40 years old), and psychographic (healthy lifestyle) aspects. The target market is focused on students, housewives, and nutrition-conscious communities. Product positioning is emphasized on nutritional value, natural ingredients, and informative packaging. The results showed that the STP strategy succeeded in increasing market acceptance of "Rambaw" products and clarifying marketing direction. Communication strategies are carried out through social media and direct promotion. It is hoped that this innovation will be able to answer market needs for healthy snacks and support the development of alternative food-based local products.

Keywords: onion cake, flaxseed, segmenting, targeting, positioning, marketing strategy.

ABSTRAK
Penelitian ini bertujuan untuk mengimplementasikan strategi segmenting, targeting, dan positioning (STP) dalam pemasaran produk inovatif camilan kue bawang dengan biji rami sebagai substitusi telur. Inovasi ini menawarkan alternatif makanan ringan yang lebih sehat dan ramah bagi penderita alergi telur, tanpa mengurangi cita rasa dan tekstur khas. Metode penelitian menggunakan pendekatan kualitatif deskriptif melalui wawancara mendalam kepada pelaku UMKM dan mahasiswa selaku pelaku serta target konsumen. Segmentasi pasar dilakukan berdasarkan aspek geografis (Srengseng Sawah), demografis (usia 18–40 tahun), dan psikografis (gaya hidup sehat). Target pasar difokuskan pada mahasiswa, ibu rumah tangga, dan komunitas sadar gizi. Positioning produk ditekankan pada nilai gizi, bahan alami, serta kemasan informatif. Hasil penelitian menunjukkan bahwa strategi STP berhasil meningkatkan penerimaan pasar terhadap produk "Rambaw" serta memperjelas arah pemasaran. Strategi komunikasi dilakukan melalui media sosial dan promosi langsung. Diharapkan, inovasi ini mampu menjawab kebutuhan pasar akan camilan sehat serta mendukung pengembangan produk lokal berbasis pangan alternatif.

Kata kunci: kue bawang, biji rami, segmenting, targeting, positioning, strategi pemasaran.