46 CHAPTER V CONCLUSION AND BUSINESS IMPLICATION 5.1 Conclusion Dates, typically consumed in their whole form, present an opportunity to enter the food and beverage industry, particularly the cafe market. Date milk, with its unique taste resulting from the fusion of milk with the aroma and flavor of dates, appeals to individuals seeking beverages that complement their lifestyle. Given its association with milk, research was conducted to explore its potential to penetrate the cafe market alongside traditional milk-based offerings. With the cafe industry experiencing positive growth trends annually, date milk stands to benefit from adaptation as a mix-and-match milk cafe drink, representing an innovative addition to cafe menus. This study aimed to investigate and validate customer perceptions of date milk among five distinct demographic groups: employees, housewives, civil servants, students (both college and high school), and self- employed individuals. Qualitative research was conducted through in-depth interviews with 38 participants consisting of fifteen employees, five housewife, five civil servants, four students, and nine self-employed individuals, divided into five groups. Data analysis was carried out using saturation theory and triangulation to derive comprehensive insights into cafe customers' perspectives on date milk. RQ1: Who is the market persona targeting for Susu Kurma Mama products offering date- based drinks that enter the food and beverage industry. In selecting the appropriate persona, this study adopts the framework outlined in Discipline Entrepreneurship by Aulet (2013), which outlines a systematic approach starting from market segmentation to the identification of end-user profiles. Utilizing this methodology, the study initially segments the market to provide a detailed understanding of industry dynamics and customer preferences. Subsequently, a beachhead market is identified by categorizing respondents based on shared characteristics. Once the beachhead market is established, the study proceeds to construct an end-user profile to describe personas with distinct attributes. The first persona identified for Susu Kurma Mama's date milk product is a 37-year-old male, self-employed individual and business owner. As a frequent consumer of cafe beverages, he seeks drinks that align with his taste preferences and is attentive to emerging trends in the cafe industry. He values the quality and uniqueness of drinks, prioritizing taste sensations before making purchasing 47 decisions. Despite being familiar with date milk and its unique after-taste, he is intrigued by its promised value. Additionally, he places importance on positive reviews and testimonials to bolster his confidence in purchasing beverage products. He belongs to the high-income economic class, earning between IDR 3,000,000 to IDR 5,000,000 per month. The second persona identified is a 32-year-old housewife with two sons. She regularly visits cafes with her family on weekends, demonstrating loyalty to preferred products and an inclination towards local goods.