ABSTRACT. Keywords: market segmentation, retailer behavior, market target I. PRELIMINARY

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1 THE INFLUENCE OF MARKET SEGMENTATION AND RETAILER BEHAVIOUR AGAINST THE MARKET TARGET SELECTION IN YOGURT PRODUCT ON CV. BERKAH CIPTA PRATAMA IN JABODETABEK AREA Anik Trisuwarni & Bharata Ceppy AL Program Pasca Sarjana Magister Manajemen Universitas Mercubuana anik_ts@yahoo.com; chepy_lubis@yahoo.com ABSTRACT The purpose of this research is to analysis the influence of Market Segmentation and Retailer Behavior against the Selection of Market target yogurt products. The Research was conducted at CV. Berkah Cipta Pratama as a Distributor of Yogurt ARINA, respondents who used as many 100 retailer in Jabodetabek area. The Research Method base on quantitatif descriptive. This research used regression analysis to test the instrument include validity test, reliability test, multikolinierity test, autocorrelation test, heteroscedasticity test and normality test with indicate that the data is valid and reliable. The results of this research show 1) there is a significant positive influences between behavioral segmentation dimensions againts the family target dimensions of yoghurt products. 2) there is a significant positive influences between social dimensions againts family target dimensions of yogurt product 3) there is a significant positive influences between segmentation behavioral dimensions and Social dimensions together againts the family target of yogurt product at CV. Berkah Cipta Pratama di wilayah Jabodetabek. Keywords: market segmentation, retailer behavior, market target I. PRELIMINARY Competition in the business world today are very tight, many companies both large companies and SMEs (Small Micro Medium Enterprises) competing in the business of health drinks and dispense various types of products without doing any marketing research. This makes the circulation of the product does not last a long. Therefore, every companies must always recognize, understand and satisfy the need in order to create consumer loyalty to the brand and the products. This can also attract new customers as much as possible.the benefits of the company's competition can be measured from the profits achieved by the sales of a quality product to suit consumer tastes. This is where the task of the marketing manager to be able to recognize the needs and consumer desires by creating a quality product that can compete in the market, so the company is not easily face a strict competition. Where with the increasing number of product variety and selective consumers in making purchases of the products offered by the company,any company trying to apply type of targeted marketing. Although the marketing of a company has been concentrating on market segments that have been addressed, in practice frequently a problem arises by competition in established segments.

2 Food and beverage products from the fermentation of various materials have long been made and known to mankind. One of the products of fermentation is yoghurt. Currently yoghurt products began Popular as a business opportunity from Micro, Small and Medium Enterprises (SMEs) to large enterprises. Yoghurt is a fermented beverage from pure cow's milk. Consuming yogurt regularly stimulate the growth and activity of friendly bacteria ( friendly bacteria) within the intestines. Yogurt products are generally manufactured from cow's milk. Making yogurt commercial done by using two type of starter lactic acid bacteria namely Lactobacillus bulgaricus and Streptococcus thermophilus, bacterial isolates and other lactic acid bacteria such as Lactobacillus casei and Lactobacillus plantarum can also be used as a starter in the production of yoghurt. At the yoghurt market segment penetration, CV. Berkah Cipta Pratama experiencing problems such as taste, packaging, size, type of yoghurt consumed and so on. Markets or consumers who are heterogeneous requires sensitivity producers in conveying information about products to potential customers in order to prevent the flow of information to not availability. Achievement of the target market is still not clear and mostly aimed at kids segment. Therefore, in this final work the authors took the research on the influence of market segmentation and retailer behaviour against the market target selection in yogurt product at cv. berkah cipta pratama in Jabodetabek area. II.FRAMEWORK AND HYPOTHESIS Framework Based on the description that has been mentioned above, the framework of thought used in this study is to describe the influence of market segmentation and behavior of retailers against target market selection in yogurt products can be presented in the following figure: X1 H1 H3 X2 H2 Y Variable consisted of two variables, independent variables (independent) consisting of: 1. Market Segmentation Variables (X1) 2. Retailer Behavior Variables (X2) while the dependent variable (dependent) variable is Target Market (Y).

3 Research Hypothesis Formulation The hypothesis in this study are as follows: H1 : Market Segmentation influence the choice of yougurt market target on CV. Berkah Cipta Pratama in Jabodetabek area H2 : Retailer behaviour influence the choice of Yogurt market target on CV. Berkah Cipta Pratama in Jabodetabek area H3 : Market Segmentation and retailer behaviour together influence the choice of Yogurt market target on CV. Berkah Cipta Pratama in Jabodetabek area III.RESULT AND DATA ANALYSIS Hypothesis testing Hypothesis testing is done to prove whether the hypothesis in this study is accepted or rejected using multiple linear regression analysis. in multiple linear regression analysis that wants to know is the regression coefficient of determination and the results of F-test and t-test. Coefficient Determination Coefficient Determination is used to determine the influence percentage of independent variables (predictors) against changes in the dependent variables. From the results of processing the data with SPSS acquired the R Square by following calculations: Table 1: Coefficient Determination Model Summary b Model R R Square Adjusted R Square Std. Error of the Estimate Durbin-Watson 1,880 a,774,770 1,159 1,623 a. Predictors: (Constant), Retailer behavior,market segmentation b. Dependent Variable: Yougurt Market target Sources: Primary data which processed, 2012 The test results obtained determination coefficient value (R 2 ) = Determination coefficient (R 2 ) indicates that Market Segmentation (X1) and Retailer Behavior (X2) can increase Target Market (Y) 88.0%, while 12% are influenced by other variables not examined. Or in another sense, that variations in target markets can be explained by the variation of both independent variable and Behavior Retailers Market Segmentation by 88.0% while the rest (100% % = 12%) is explained by other causes beyond models such as psychological factors.

4 Regression coefficients Output results of the regression coefficient test using SPSS program can be seen in the following table: Table 2. Regression Coefficient Coefficients a Unstandardized Coefficients Standardized Coefficients Collinearity Statistics Model B Std. Error Beta T Sig. Tolerance VIF 1 (Constant) -8,319 1,074-7,746,000 Market Segmentation,128,019,478 6,714,000,459 2,179 Retailer Behaviour,145,022,466 6,551,000,459 2,179 a. Dependent Variable: Yougurt Market target Sources: Primary data which processed, 2012 Based on Table 2, we can see the relationship between the variables as follows: a. the influence of Market Segmentation (X1) against Target Market (Y) Based on calculations, obtained t = and sig If sig. <5% or 0.05 then it influence significant. However, if the sig. > 5% or 0.05 then it has no effect. The result is <0.05, so it can be stated that the first hypothesis, Market Segmentation influence against Target Market are stated acceptable. b.influence Retailer Behavior (X2) Againts target Market (Y) Based on calculations, the value of t = and sig If sig. <5% or 0.05 then it influence significant. However, if the sig. > 5% or 0.05 then it has no effect. The result is <0.05 so that it can be stated that the second hypothesis,retailer behavior influence against the Target Market are stated acceptable. F test (ANOVA) F test is intended to determine the influence together (simultaneously) both the independent variable (Market Segmentation and Behavior Retailer) to bound variables (Target Market). From the test results in Table 5.14 F. F obtained = with significance level of Because the probability significance is less than 0.05 then the regression model can be used to predict the Target Market (Y) or that the variables X1 and X2 are together influence Against variable Y. Table 3. F test Result

5 ANOVA b Model Sum of Squares df Mean Square F Sig. 1 Regression 446, , ,331,000 a Residual 130, ,343 Total 577, a. Predictors: (Constant), Retailer Behaviour, Market Segmentation b. Dependent Variable: : Yougurt Market target Sources: Primary data which processed, 2012 Thereby the third hypothesis has been proven true, and declared acceptable that Market Segmentation factor (X1) and Retailer Behavior (X2) are the factors that influence the yoghurt Target Markets in Jabodetabek Dimensional Analysis (Matrix correlation inter Dimension) Table 4. relation of inter Dimension Matrix Market Segmentation (X1) Retailer behaviour(x2) Market Target (Y) Y1 Y2 (Family) Y3 (Adult) (Children) X1.1Demographic Segmentation 0,200 0,425 0,398 X1.2Psychographic 0,408 0,378 0,155 Segmentation X1.3 Behaviour 0,688 0,701 0,525 Segmentation X2.1 Personal 0,436 0,607 0,490 X2.2 Social 0,592 0,643 0,640 X2.3 Culture 0,539 0,584 0,423 Sources: Primary data which processed, 2012 Explantion Based on SPSS if the data above, the analysis presented as follows: The inter-dimension correlation at demographic segmentation and Family Target is There is a relationship between the dimensions of Family Target and Demographic Segmentation are quite strong and one direction (positive result). The larger dimensions of demographic segmentation applied by the company it will increase the achievement of Families Target in yogurt products.significance value <0.050 indicates that the correlation of two dimensions are significant. The inter-dimension correlation at psychographic segmentation and demographic segmentation children target is

6 There is a relationship between Psychographic Segmentation against children Target are quite strong and one direction (positive result). The larger dimensions Psychographic Segmentation employed by the company will improve its Children target dimensional in yogurt products. significance value <0.050 indicates that the correlation of two dimensions are significant. The inter-dimension correlation at behavior segmentation and Family target segmentation is There is a relationship between the dimensions of Behavioral Segmentation against Family Target is strong and one direction (positive result). The larger behavior segmentation dimension implemented by the company it will enhance the achievement of family target dimensions in yogurt products. significance value <0.050 indicates that the correlation of two dimensions are significant. The inter-dimension correlation at personal dimension and family target dimension is the relationship between personal Segmentation against Family Target are quite strong and one direction (positive result). The larger personal dimension employed by the company will improve its Family target dimensional in yogurt products. significance value <0.050 indicates that the correlation of two dimensions are significant The inter-dimension correlation at Social Dimension and Family Target dimension is There is a relationship between Social Dimension Against Family Target are strong and one direction (positive result). The greater the social dimension employed by the company it will improve its Family Target Dimension in yogurt products. significance value <0.050 indicates that the correlation of two dimensions are significant. The inter-dimension correlation between Culture Dimension and Family target Dimension is There is a relationship between cultural dimensions Against Family Target are strong and one direction (positive result). The larger culture dimensions adopted by the company will improve its Family target Dimensional in yogurt product. significance value <0.050 indicates that the correlation of two dimensions are significant. IV. CONCLUSION Based on the analysis that has been described, it can be concluded as follows: 1. There is a significant positive effect between Behavior Segmentation (X1.3) Against Family Target (Y2) yogurt products on the CV. Berkah Cipta Pratama in Jabodetabek area. So if the company increased promotional activities which related to the Behavioral Segmentation Dimension so the yogurt sales in the dimensions of Target Family (Y2) will increase and reach a targeted market or segment that has been set. 2. There is a significant positive effect between Social dimension (X2.2) Against Target Family (Y2) yogurt products on CV. Berkah Cipta Pratama in Jabodetabek area. So if the company increased promotional activities that related to the social dimension,the yogurt sales on Target Family Dimension (Y2) will increase and reach a targeted market or segment that has been set. 3. There is a significant positive effect between Behavior Segmentation Dimension (X1.3) and social dimensions (X2.2) together (simultaneously) Against Target Family (Y2) yogurt products on the CV. Berkah Cipta Pratama in Jabodetabek area. So if the company increased promotional activities related to the dimension (X1.3) and social dimension (X2.2) together the yogurt sales in the dimensions of Target Family (Y2) will increase and reach a targeted market or segment that has been set.

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