PERSEPSI DAN PERILAKU KONSUMEN TERHADAP KEPUTUSAN KONSUMSI SUSU SAPI SEGAR DI DUSUN MARON DESA PUJON LOR KECAMATAN PUJON (Studi Kasus di Cafe Susu Kop SAE)

Milk is one of the most important food ingredients for meeting the nutritional needs of the community. Cafe kop SAE Pujon is a milk cafe that sells various kinds of fresh cow’s milk products. The purpose of this study is to Analyze consumer perceptions based on product quality, price, place quality, costumer satisfaction and tangible evidence of facilities at the cafe kop SAE Pujon, Analyze the factors that influence consumer behavior at the cafe kop SAE Pujon. The sampling technique used was the accidental sampling method with 100 respondents. The analytical method used is quantitative analysis using SEM-PLS. The results of the study show that consumer perceptions affect costumer satisfaction and service quality. This is due to consumer perceptions both when making purchases and when consuming fresh cow’s milk products and on service quality, if the service is good and the service at the cashier is responsive the consumers will perceive it well. Based on the results of the study, the factors that influence of influence consumer behavior are costumer satisfaction