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

Kadek Cahya Dewi (), Putu Indah Ciptayani, Ni Putu Maha Lina and Ida Bagus Putu Sandhi Yudistira
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Kadek Cahya Dewi: Politeknik Negeri Bali, Business Administration Department
Putu Indah Ciptayani: Politeknik Negeri Bali, Information Technology Department
Ni Putu Maha Lina: Politeknik Negeri Bali, Business Administration Department
Ida Bagus Putu Sandhi Yudistira: PT Telkom Indonesia Bali

A chapter in Proceedings of the International Conference on Sustainable Green Tourism Applied Science - Social Applied Science 2024 (ICoSTAS-SAS 2024), 2024, pp 846-855 from Springer

Abstract: 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.

Keywords: Customer Needs; Market Conditions; STP; Feasibility Study; Buyer Persona (search for similar items in EconPapers)
Date: 2024
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DOI: 10.2991/978-94-6463-622-2_93

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