Feasibility Study of Buyer Persona Expert System Using a Combination of Segmenting, Targeting, Positioning (STP) and Persona Models
- 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.
Cite this article
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 -