Determining Factors of Consumer Preference to Coffee Shop in Mataram

This study aims to describe the characteristics of coffee shop consumers in Mataram City and analyze the attributes that determine purchasing decisions. Using an exploratory descriptive method with a survey of 100 coffee shop visitors. Data were analyzed using conjoint analysis. The results show that consumer characteristics tend to seek information before visiting, are sometimes interested in new shops, like loyalty/discount programs, visit frequency several times a month, and choose coffee shops based on recommendations from friends/family. The highest combination of attribute preferences are, varied menu quality, complete facilities (wifi/toilet), hygienic-comfortable service, and price < Rp50,000 per menu. The priority order of purchasing attributes is, price, service, quality, and facilities.