INTERNATIONAL JOURNAL OF SCIENTIFIC & TECHNOLOGY RESEARCH VOLUME 7, ISSUE 9, SEPTEMBER 2018 ISSN 2277-8616 67 IJSTR©2018 www.ijstr.org Market Segmentation, Targeting Strategy And Positioning Strategy Performance Effects To The Tourists Satisfaction (Research In Pangandaran Beach Pangandaran District) Dedi Rudiana, Dwi Hastuti Lestari Komarlina ABSTRACT: One of information needed to promote tourism in Pangandaran Beach is by seeing needs, wish, and tourists preference through marketing strategy approach. Market continously potency mapping and destination potency along with special interest product is the important base to positively anticipate, response, and create some tourists marketing probability. The research is conducted in Pangandaran Beach tourism object using survey method to 300 tourists. The analysis tools used is Structural Equation Model (SEM). The objective of this research is to knowing and analyzing strategic performance of market segmentation, market target, and market position to the tourist’s satisfaction in Pangandaran Beach. Result shows that market segmentation performance strategy, market target, and market position partially as well as simultaneously affect positively a nd significantly to tourist’s satisfaction in Pangandaran Beach Tourism Object. Keywords: Segmentation, Target, Market Position, Satisfaction. ———————————————————— Research Background Pangandaran Beach is beach that catagorized as 10 most beautiful and have huge potential and called as most beautiful beach in Java Island. There are special matters in Pangandaran Beach, that is enjoying sunrise and sunset in same place. Beside that, tourists could visit several caves such as Parat Cave, Panggung Cave, Lanang Cave, and Mudal well cave. Based on data from Tourism Agency of Pangandaran District, in 2015 international tourism visiting Pangandaran as much 10,606 people. That number decrease 19% rather that international tourism visit in 2014 as much 13,086 people. This condition is in opposite each other with national tourism. In 2015, national tourists coming to Pangandaran reach 2,291,276 people. That number is increasing as 39.2% rather than national tourists in 2014 as much 1,393,713 people. Efforts to develop Indonesia’s tourism which has competitiveness and strong power penetration to win the global tourism competition could not be done if not supported by policies which able to accommodate probability and threat, then gives strategic guide for Indonesia’s marketing development. During increase of tourism destination competition either the scope of Asia-Pacific region or world, then tourism marketing strategy is indicated to become factor of competition in some destinations. Continuous market mapping and destination Mapping the potential market continuously and potential destinations and products of particular interest is an important basis to positively anticipate, respond to, and create a variety of tourism marketing opportunities. Addressing the problems of tourism development Pangandaran Beach, it is necessary to do research on the influence of Performance Analysis of market segmentation strategy, Strategy Targeting and positioning strategies to satisfaction of tourists in Pangandaran Beach Pangandaran District. Problem Identification In accordance with a background in research and identification of problems that the authors propose, the authors identify the problems and the influence yaiu how Implementation Strategy Performance Market segmentation, Strategy Targeting, and Positioning Strategy on objects in the District Tourism Pangandaran Beach Pangandaran. Research Objectives In accordance with a background in research and identification of problems that the authors propose, the study aims to identify and analyze the influence of Performance Execution and Market segmentation strategy, Strategy Targeting, and Positioning Strategy on objects in the District Tourism Pangandaran Beach Pangandaran. Literature Review Anticipating market changes and rapid response in view of profitable opportunities in addition to avoiding the threat, is also a key condition for success in the era of diverse markets. Slater and Narver (1990) argues that : Define Market Orientation as “The organisation culture that most effectively creates the necessary behaviors for the creation of superior value for buyers and thus continuou superior performance for the business”. Cravens et.al. ( 2003) express understanding of market orientation as follows : ―The level of market orientation in a business unit is the degree to which the business unit obtains and uses information from customers, develops a strategy which will meet customer needs, and implements that strategy by being responsive to customer needs and wants”. Conduit and Mavondo (2001) suggests the benefits of market orientation that unite the goals and a clear vision to focus the company's strategy by creating superior value for customers. This is in line with the opinion of Day ( `1990), who argued that in order to maintain and increase market