Profil Segmentasi Demografis Butik ‘Mas Freddy Kebaya’ Di Kota Malang
Authors: Mustaqiema Mustaqiema , Aini Nurul , Prahastuti Endang 
Published: September 2021

The purpose of this study was to describe the profile of the demographic segmentation of the ‘Mas Freddy Kebaya’ boutique in Malang City. The researcher used descriptive research using qualitative methods. Data collection is obtained from the process of observation, interviews, and documentation. Checking the validity of the data using source triangulation and technique triangulation. Based on the findings in the boutique field 'Mas Freddy Kebaya' divided by the market which requires a product or marketing mix that is specifically designed with demographic variables that include: (1) age obtained data on late adulthood: 1 person, early adulthood: 7 people, late adulthood : 1 person, initial elderly period: 1 person (2) sex obtained male data: 2 people, female: 8 people, (3) young life-cycle data obtained: 1 person, married: 1 person, married- have children: 4, married - no children: 2 people, old-unmarried: 1 person. Ever married - no children: 1 person (4) family size data obtained family size 1-3: 7 people, family size 3-4: 2 people, family size 5: 1 person (5) education obtained high school data: 1 person , S1: 9 people, (6) jobs obtained by private employee data: 7 people, entrepreneurs: 3 people (7) income obtained data of more than 5 million: 10 people (8) religion obtained Islamic data: 9 people, Catholics: 1 person (9) race obtained data from Mongoloid Malays, Young Malays: 10 people (10) generations obtained data from babyboomer generation: 1 person, generation X: 1 person, generation Y: 8 people (11) Citizenship obtained data of Indonesian citizens: 10 people.

Tujuan dari penelitian ini adalah mendeskripsikan profil segmentasi demografis butik‘Mas Freddy Kebaya’ di Kota Malang. Peneliti menggunakan jenis penelitian deskriptif dengan pendekatan kualitatif. Pengumpulan data diperoleh dari proses observasi, wawancara, dan dokumentasi. Pengecekan keabsahan data menggunakan teknik triangulasi sumber dan triangulasi teknik.Berdasarkan temuan di lapangan butik ‘Mas Freddy Kebaya’ membagi pasar yang membutuhkan produk atau bauran pemasaran tersendiri berdasarkan variabel demografis yang meliputi: (1) usia diperoleh data masa dewasa akhir: 1 orang, masa dewasa awal: 7 orang, masa dewasa akhir: 1 orang, masa lansia awal: 1 orang (2) jenis kelamin diperoleh data laki-laki: 2 orang, perempuan: 8 orang, (3) siklus hidup diperoleh data muda-tunggal: 1 orang, menikah: 1 orang, menikah-punya anak: 4, menikah-tidak punya anak: 2 orang, tua-tidak menikah: 1 orang. Pernah menikah-tidak punya anak: 1 orang (4) ukuran keluarga diperoleh data ukuran keluarga 1-3: 7 orang, ukuran keluarga 3-4: 2 orang, ukuran keluarga 5: 1 orang (5) pendidikan diperoleh data SMA: 1 orang, S1: 9 orang, (6) pekerjaan diperoleh data pegawai swasta: 7 orang, wiraswasta: 3 orang (7) pendapatan diperoleh data lebih dari 5 juta: 10 orang (8) agama diperoleh data Islam: 9 orang, Katholik: 1 orang (9) ras diperoleh data Mongoloid Melayu, Melayu Muda : 10 orang (10) generasi diperoleh data generasi babyboomer: 1 orang, generasi X: 1 orang, generasi Y: 8 orang (11) Kewarganegaraan diperoleh data WNI: 10 orang