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This study aims to describe the implementation of the Segmenting, Targeting, and Positioning (STP) concept in Apple Inc.’s marketing strategy and to assess students’ perceptions as young consumers of Apple products. A descriptive qualitative approach was applied through a literature review supported by an online survey involving 30 students who use Apple products. Data were analyzed descriptively to relate Apple’s STP strategy to respondent preferences and satisfaction levels. The results indicate that Apple applies multidimensional market segmentation encompassing demographic, psychographic, and behavioral aspects, targeting premium consumers, creative professionals, and urban youth. The targeting strategy emphasizes product quality, design, and symbolic value, while positioning is established as a premium brand supported by an integrated product ecosystem. Survey findings show that ease of access is the most prioritized factor among respondents (40%), followed by information completeness (33%). The overall satisfaction level is categorized as moderate, with a mean score of 3.67. These findings suggest that Apple’s STP strategy has been effective in strengthening brand image among students; however, improvements are still needed, particularly in information delivery and service accessibility. This study is expected to provide practical insights for businesses and educational institutions in developing marketing strategies aligned with young consumer characteristics.

Urban mobility in Surabaya faces serious challenges due to the high ownership of private vehicles and the low use of public transportation. The Surabaya City Government launched Suroboyo Bus Electric in November 2024 as a sustainable transportation innovation on the Purabaya–ITS route. This study aims to analyze commuter preferences for the Suroboyo Bus Electric mode over private vehicles, by emphasizing functional factors (cost, travel time, comfort) and symbolic factors (status, identity, modern image). The research method used a quantitative descriptive approach with 400 respondents, primary data was obtained through questionnaires, while secondary data came from government documents and literature. The analysis was carried out through descriptive statistics, chi-square tests, and logistic regression. The results showed that the majority of respondents chose Suroboyo Bus Electric as the main mode (62%), with the dominance of young, middle-income users, and mostly women. Most of the respondents have one unit of private vehicle, but still use electric buses as a mode of complementing mobility. Travel destinations are dominated by social, economic, and educational activities, with an average travel time of 16–30 minutes. In terms of cost, more than half of the respondents spent Rp 5,000-Rp 10,000 per trip, indicating the affordability of fares. Symbolic factors also play an important role, where Suroboyo Bus Electric is perceived as a modern, clean, and sustainable city identity.