Proceedings of the International Conference on Sustainable Green Tourism Applied Science - Social Applied Science 2024 (ICoSTAS-SAS 2024)

<Previous Article In Volume
Next Article In Volume>

Feasibility Study of Buyer Persona Expert System Using a Combination of Segmenting, Targeting, Positioning (STP) and Persona Models

Authors
Kadek Cahya Dewi1, *, Putu Indah Ciptayani2, Ni Putu Maha Lina1, Ida Bagus Putu Sandhi Yudistira3
1Business Administration Department, Politeknik Negeri Bali, Badung, Bali, Indonesia
2Information Technology Department, Politeknik Negeri Bali, Badung, Bali, Indonesia
3PT Telkom Indonesia Bali, Denpasar, Indonesia
*Corresponding author. Email: cahyadewi@pnb.ac.id
Corresponding Author
Kadek Cahya Dewi
Available Online 31 December 2024.
DOI
10.2991/978-94-6463-622-2_93How to use a DOI?
Keywords
Customer Needs; Market Conditions; STP; Feasibility Study; Buyer Persona
Abstract

The growth of the digital economy necessitates that businesses gain a deeper understanding of their target market segments. Buyer personas play a crucial role in helping businesses set targets, develop marketing strategies, and make informed decisions. The Buyer Persona Expert System was developed to simplify the process of analyzing market share, enabling business owners to more easily create accurate buyer personas. This expert system functions as an e-business tool designed to support business growth. The research aims to assess the feasibility of using this expert system to analyze market share by generating buyer personas. A qualitative approach was adopted, utilizing data collection methods such as interviews, observations, documentation reviews, and focus group discussions. Feasibility testing was conducted by evaluating customer needs and market conditions, guided by the Segmenting, Targeting, and Positioning (STP) model, with segmenting variables integrated into the Persona model. The results of the feasibility test identified the appropriate market segment for implementing the Buyer Persona Expert System, with findings validated through triangulation techniques involving expert input.

Copyright
© 2024 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Download article (PDF)

<Previous Article In Volume
Next Article In Volume>
Volume Title
Proceedings of the International Conference on Sustainable Green Tourism Applied Science - Social Applied Science 2024 (ICoSTAS-SAS 2024)
Series
Advances in Economics, Business and Management Research
Publication Date
31 December 2024
ISBN
978-94-6463-622-2
ISSN
2352-5428
DOI
10.2991/978-94-6463-622-2_93How to use a DOI?
Copyright
© 2024 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Kadek Cahya Dewi
AU  - Putu Indah Ciptayani
AU  - Ni Putu Maha Lina
AU  - Ida Bagus Putu Sandhi Yudistira
PY  - 2024
DA  - 2024/12/31
TI  - Feasibility Study of Buyer Persona Expert System Using a Combination of Segmenting, Targeting, Positioning (STP) and Persona Models
BT  - Proceedings of the International Conference on Sustainable Green Tourism Applied Science - Social Applied Science 2024 (ICoSTAS-SAS 2024)
PB  - Atlantis Press
SP  - 846
EP  - 855
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-622-2_93
DO  - 10.2991/978-94-6463-622-2_93
ID  - Dewi2024
ER  -