Analysis of Millennials Consumer Behavior in Choosing a Coffee Shop

Abstract.

The coffee shop business is promising. In the midst of intense competition, coffee shop entrepreneurs are required to be able to manage the products sold and their services. Besides that, entrepreneurs must be able to understand the tastes of consumers. This study aims to examine the behavior of coffee shop consumers from the aspect of coffee drinking patterns, consumer satisfaction, and loyalty preferences. The research was conducted in two coffee shops, namely Kawan Coffee Shop and Sejiwa Coffee Shop. This research used a quantitative research design conducted by survey methods on 145 Millennial consumers at Kawan Coffee Shop and 127 Millennial consumers at Sejiwa Coffee shop which was obtained through systematic sampling techniques through the calculation of the Cochran formula. The data wereanalyzed usingafrequency distribution table. There sults showed that the behavior of millennial coffee buying pattern sat Kawan Coffee Shop was based on location, while at Sejiwa Coffee shop was based on a comfortable atmosphere. Moreover, the benefits that customers were looking for when visiting a coffee shop for Kawan Coffee Shop is good taste and for Sejiwa Coffee Shop is the atmosphere it has to offer. As for the purchase pattern for other distributions, the two Coffee Shops had the same highest value. It can be con cluded that for the buying pattern, the role of location and market segmentation was important for the two Coffee Shops. Meanwhile, in terms of consumer preferences, the most preferred type of drink was Espresso based and Manual Brew. Then for satisfaction and loyalty, most consumers were satisfied after a visit to a coffee shop and interested in making a repeat visit.

Keywords: Millennial Behavior · Purchase Pattern · Preference · Satisfaction · Loyalty