Optimalisasi Segmentasi Pasar dan Positioning untuk Memperkuat Loyalitas Konsumen RYN Boutique Medan

This study analyzes market segmentation and consumer targeting strategies at RYN Boutique Medan as a local boutique competing amid the rapid growth of the fashion industry. The research employed a descriptive qualitative method, with data collected through interviews, observations, documentation, and questionnaires distributed to 50 respondents. Data analysis was conducted using the interactive model of Miles and Huberman, which includes data reduction, data display, and conclusion drawing. The findings indicate that RYN Boutique’s consumer segmentation consists of four aspects: demographic, psychographic, geographic, and behavioral segmentation. The majority of consumers are women aged 18–30 years, primarily students and employees, who shop 1–3 times per month and consider fashion trends, material quality, and loyalty to the boutique in their purchasing decisions. The most appropriate targeting strategy is differentiated marketing, involving digital promotion through TikTok and Instagram for the student segment, as well as exclusive in-store service for the employee segment. The study concludes that the proper implementation of segmentation and targeting strategies can enhance promotional effectiveness and strengthen RYN Boutique’s competitiveness in the local fashion market.