ANALISIS TINGKAT KEPUASAN KONSUMEN MINUMAN KOPI ( Studi Kasus di Warkop Brewok II, Kecamatan Lowokwaru, Kota Malang )

Increasing the level of coffee consumption in the country and changes in people's lifestyles led to the development of the Coffee Shop industry in Indonesia. The development of the culinary business, especially the Coffee Shop in the city of Malang, is increasingly rapid, this makes the level of competition between the Coffee Shop business with each other increasingly tight. Providing a high level of satisfaction to consumers is the basic key for a business to run in a sustainable manner, so it is important to conduct an analysis of the Analysis of Consumer Satisfaction Levels at Warkop Brewok II, so that business managers can improve the quality that supports customer satisfaction. The purpose of this study was to determine the consumer behavior of coffee beverage products at Warkop Brewok II and to determine the level of customer satisfaction of coffee beverage products at Warkop Brewok II. Respondents in this study were visitors who purchased coffee drinks at least 1 time at Warkop Brewok II. The type of data used is primary data and secondary data. The data analysis method used is descriptive analysis to answer the first objective and analysis of the Customer Satisfaction Index (CSI) and analysis of Important Performance Analysis (IPA) to answer the second goal. The results of this study indicate that the majority of consumers who have visited and purchased coffee drinks are in the "satisfied" category with the acquisition of a CSI value of 72.56. The indicators that need to be improved are service reliability, service responsiveness, empathy service, price and location discount