Analysis of the Attitude, Preference and Satisfaction of Coffee Customers in the Coffee Shop, Takengon City (original) (raw)

This study aims to analyze the characteristics of the decision, and customer satisfaction, to analyze the attributes that must be improved by the coffee shop. The method used is descriptive analysis and Fishbein attributes, Customer Satisfaction Index (CSI), and Importance Performance Analysis (IPA), involving 155 people (consumers). The results showed that consumers in the coffee shop were dominated by male gender 73%, marriage status was dominated by single 68%, latest education was 61%, consumers based on work were dominated by private employees 46%, consumers based on monthly income was Rp. 1,000,000 2,500,000. The majority of consumer decision making in the coffee shop, namely consumer motivation is looking for a unique menu / unit as many as 57 consumers or 37%, sources of information for consumers are friends / relatives as many as 139 consumers or 90%, based on considerations in choosing a coffee shop is the atmosphere of the coffee shop pleases as many as 83 consumers or 54...