<![CDATA[Ready-to-drink (RTD) coffee beverages are increasingly favored by urban consumers due to their convenience. One of the most popular products is Nescafé in ready-to-drink packaging. This study aims to analyze consumer purchase preferences for Nescafé RTD coffee in Surabaya, specifically at Alfamidi in the Mulyorejo District. A descriptive quantitative method was used, employing a survey approach with 50 respondents. The research instrument was a questionnaire measuring eight product quality attributes: performance, features, reliability, conformance to specifications, durability, serviceability, esthetics, and perceived quality. The data were analyzed using Importance Performance Analysis (IPA) and Potential Gain in Customer Value (PGCV). The findings indicate that there are attributes in Quadrant I of the IPA that need to be prioritized for improvement, namely attribute P3 (attractive flavor variants), attribute P11 (portable packaging), and attribute P12 (customer care). PGCV results reinforce this conclusion, with the highest PGCV scores also corresponding to these attributes. The study recommends that the company focus on improving packaging design and developing new flavor innovations to enhance consumer satisfaction and loyalty]]>
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