Loyalty and Segmentation of Fresh Milk Consumers in Salatiga City

Abstract

Fresh milk in Salatiga is a popular drink for the community, from children to the elderly. Therefore, fresh milk consumer loyalty is needed so that the fresh milk business continues to run even though there are many modern drinks nowadays. This study aims to determine the effect of price, cosmopolitan level, service quality and sales location on consumer loyalty and to determine the segmentation of fresh milk consumers in the city of Salatiga. The research location purposively was chosen with the consideration that Sugar Damai Kartini and Sugar Milk Moo focused on selling fresh milk drinks. This research used a quantitative descriptive research type with a survey method. The sampling technique used purposive sampling. The number of respondents in this study were 50 respondents who were consumers of fresh milk at Sugar Damai Kartini and Sugar Milk Moo. The results showed that the cosmopolitan level (X2) and service quality (X3) had a significant effect on customer loyalty (Y). Meanwhile, price (X1) and sales location (X4) do not have a significant effect on consumer loyalty (Y) fresh milk in Salatiga City. Potential consumers of fresh milk are in the second cluster with the characteristics of men having the youngest age and the smallest income level compared to other clusters and having student status with high school education. this student.