Analisis Segmentasi Konsumen Produk Susu Murni Di Bandung Raya Menggunakan Alat Customer Profile (Studi Kasus Pada Umkm Gyusoe Fresh Milk)
Abstract
The demand for pure milk products in Indonesia, particularly in the Greater Bandung area, shows a positive trend as public awareness of consuming nutritious foods and drinks and maintaining a healthy lifestyle increases. Gyusoe Fresh Milk, a local MSME focused on processing pure milk products through a pre-order system, has experienced fluctuations in sales over the last 10 pre-order periods and has not yet reached the minimum sales target. This is marked by a low rate of repeat purchases from consumers. This situation indicates the need for a deeper understanding of consumer characteristics and segmentation. The purpose of this study is to examine the consumer segmentation of Gyusoe Fresh Milk from demographic, psychographic, and behavioral perspectives. This research uses a customer profile as the basis for creating more specific and relevant consumer segmentation. This study uses a descriptive qualitative approach through in-depth interviews with six informants, consisting of primary informants, internal supporting informants, and external supporting informants. The results of the customer profile mapping show that customer pains, such as limited product shelf life and the pre-order system, affect the continuity of purchases even though consumers experience customer gains in terms of taste and product freshness. The conclusion of this study indicates that the failure to reach the minimum sales target of Gyusoe Fresh Milk is related to the consumer segmentation, which is still general and not fully aligned with the consumer consumption experience. Keywords: Consumer Behavior, Consumer Segmentation, Customer Profile, Pure Milk, MSMEs, Gyusoe Fresh Milk
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