THE IMPORTANCE OF MARKET SEGMENTATION FOR BUSINESS ENTREPRENEURS AFFECTS MARKETING PERFORMANCE

The aim of this study is to analyze geographical segmentation partially affecting marketing performance. Demographic segmentation partially affects marketing performance, psychographic segmentation partially affects marketing performance. Geographical segmentation, demographic segmentation, and psychographic segmentation simultaneously affect marketing performance. The population of this research is 107 consumers of office equipment in Semarang Regency. While the samples obtained were 85. The sampling technique used the accidental sampling technique. The questionnaire in this study uses a Likert scale. The results showed that geographical segmentation partially has a positive and significant effect on marketing performance. Demographic segmentation partially has a positive and significant effect on marketing performance. Geographical segmentation, demographic segmentation and psychographic segmentation simultaneously have a positive and significant effect on marketing performance.