ABSTRACT
The increasing percentage of coffee consumption in Indonesia creates a tighter competition among coffee shops. Therefore, this study purposed to identify the factor of satisfaction and the positioning attributes that impact the consumer’s satisfaction. This research investigated 184 customers of coffee shops in Garut Regency. The method of this research used quantitative and the primary data was obtained through observation and sharing the questionnaire. Then, the data analyzed use factor analysis and multidimensional scaling. The result of the research is there are four factors that impact satisfaction to the customer; these factors are the taste of coffee, freshness of coffee, appearance of coffee, and originality of the menu. In addition, the positioning of customer’s satisfaction indicates that freshness of coffee and originality menu have similar perception of coffee shop satisfaction while the taste of coffee and appearance of coffee has different perception of coffee shop’s customers.
