Identification of Consumer Characteristics of Arabica Coffee Shop in Banda ACEH

The purpose of this research is to identify consumers’ characteristic in selecting the Arabica coffee shops in the city of Banda Aceh, Indonesia. The sample used in this study was determined based on the random sampling method that consist of 10 coffee shops, with 30 people determined as the sample per coffee shop across the city of Banda Aceh. As a result, this research discovers that the consumer characteristics that influence decisions in choosing Arabica coffee shops in Banda Aceh City based on gender characteristics are as follows, 67% male and 33% female, based on age characteristics 20 to 29 years (78%) followed by age 30 to 39 years (22%), based on the level of education S1 (59%), followed by Masters (17%), high school/equivalent (14%) while the minority educated S3/D3 (10%) and based on occupation obtained as many as (48 %) of respondents are dominated by respondents who work as entrepreneurs, (24%) private employees, (12%) government employees and the rest (14%) are housewives, unemployed and students