SEGMENTASI POSISI DAN TARGET PASAR FITRI CAKE & DESSERT CURUP KABUPATEN REJANG LEBONG

Abstract

The research was conducted in May - July 2024 at the Bakery "Fitri Cake & Dessert" located in Air Rambai Village, Curup District, Rejang Lebong Regency, with the consideration that the Bakery is one of the fairly well-known Bakeries in Rejang Lebong Regency. The method of determining the Respondents used was Accidental Sampling with a Total of 11 Respondents. The results of the Fitri Cake & Dessert Curup Market Segmentation study include ages 10- 60 years with junior high school-master's education, various professions, and income, attracting male and female customers from Selupu Rejang, Lubuk Linggau Regency, and Bengkulu Province. Products are offered for various social classes and lifestyles, from economy to premium. Consumers buy for snacks or special events, with loyalty shown through interactions on social media. Fitri Cake & Dessert occupies a market position as a follower with a target market that includes all levels of society, from lower, middle, to upper