ABSTRAK Penelitian ini bertujuan untuk mengidentifikasi potensi pembangunan agrowisata sebagai diversifikasi obyek wisata di Taman Wisata Lembah

Trusted informer for local products such as fresh cow milk is needed to support local livestock agribusiness. Consumer trust to the informer is critical to increasing consumer knowledge and consumption. Information obtained from a trusted source has more influence the consumption. No previous research has been found that revealed the trusted informer by each consumer segment with different characterism. Consumers with different characterisms use different information sources, too. Therefore, it is crucial to reveal the trusted informer characterism to increase milk consumption. This study aims to explore the trusted informer characterism base on consumer segmentation. Data was collected by filling out the questionnaires. Consumer segmentation used K-Means Cluster analysis and descriptive analysis to analyze trusted informer characterism by each consumer segment. The result of the study found that there are three consumer segments, namely real active segment, passive segment, and hidden active segment. Trusted informer characterism by the real active segment involves formal and non-formal institutions and has good personalities and relationships with consumers. Trusted informer characterism by the passive segment has good communication skills, good knowledge and experience about fresh cow milk, and expertise in the health and education sectors. Meanwhile, the trusted informer characterism by the hidden active segment has good communication skills, has good knowledge and experience about fresh cow milk, and pleasing personalities and relationships with consumers.

Consumer knowledge builds a consumer perception. This perception can influence consumer preferences and behavior. Previous research has explained the relationship between consumer knowledge and consumption, primarily focusing on product knowledge. In contrast, consumer knowledge is not only about products knowledge but also purchasing and usage knowledge. This study aims to identify consumer knowledge about the product, purchase, and usage of fresh cow milk and analyze its relationship with the level of consumption of fresh milk. Consumer product knowledge variables are differences and benefits of the product. Consumer purchasing knowledge variables are price and place of purchasing. Consumer usage knowledge variables are storage and post-storage processing. Consumer knowledge level was analyzed using the quantitative descriptive method, and the relationship between knowledge and consumption level was analyzed using Chi-square analysis. This study explains that consumers have excellent purchasing knowledge, followed by product knowledge and usage knowledge. It means that increasing consumer knowledge is needed to increase the product, purchasing, and usage knowledge. This study also explains that fresh cow milk consumption depends on consumer product knowledge.