<![CDATA[This research aims to analyze consumer preferences in choosing local processed coffee products at coffee shops in Majene Regency. The research was conducted at three coffee shops, namely Opapa Food & Coffee, Bujang Coffee, and Kedai Kopi Anugerah 57. The study employed a descriptive quantitative approach. Data was collected through observation, questionnaires, interviews, and documentation. Respondents were selected using purposive sampling, consisting of consumers who had purchased and consumed coffee products at the research locations. Data were analyzed descriptively using a Likert scale based on the dimensions of product quality, price, availability, menu variety, and coffee shop atmosphere. The results show that consumer preferences for local processed coffee products at coffee shops in Majene Regency fall within the good category. Product quality, particularly taste, aroma, and consistency of presentation, was found to be the most dominant factor influencing consumer preferences. In addition, coffee shop atmosphere, comfort, and ease of access were also important considerations in consumers’ purchase decisions and repeat visits. In terms of price, consumers perceived that the prices were relatively appropriate to the quality and benefits received. Meanwhile, menu variety and product innovation still need to be improved to accommodate increasingly diverse consumer preferences. Therefore, improving product quality, creating a comfortable atmosphere, and diversifying the menu are important strategies for enhancing the competitiveness of local coffee shops in Majene Regency.]]>
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