Penelitian ini menganalisa ragam perilaku konsumen kedai kopi Sulastri Kopi untuk dapat dijadikan acuan dalam strategi pemasaran yang tepat menyasar target konsumen potensial. Perilaku konsumen diketahui melalui tahapan pengambilan keputusan yang dilalui oleh konsumen sebelum benar-benar melakukan kunjungan ke kedai kopi melalui perspektif periklanan dan pemasaran. Penelitian ini menggunakan pendekatan kualitatif melalui wawancara mendalam. Dari wawancara mendalam, ditemukan atribut rasional dan emosional dari penuturan informan yang dinilai mempengaruhi keputusan pembelian. Dua atribut rasional dan dua atribut emosional yang paling sering muncul ditarik dan dijadikan komponen sumbu X dan Y peta persepsi. Dari pemetaan persepsi, diketahui terdapat 4 kuadran perilaku konsumen Sulastri Kopi. Hasil penelitian menunjukkan bahwa strategi pemasaran yang selama ini dilakukan belum menyasar keempat profil konsumen yang ada.

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This study analyzes the variety of consumer behavior of Sulastri Kopi that can be used as a reference in the making of marketing strategy that precisely targets the potential customers. Consumer behavior is known through the stages of Decision Making Process passed by consumers before actually paying a visit to a coffee shop through an advertising and marketing perspective. This study uses a qualitative approach through in-depth interviews. From the interviews conducted, the rational and emotional attributes that influence the purchasing decisions found in informants narrative. The two rational attributes and the two emotional attributes that appear the most are drawn and used as components of the X and Y axis of the perceptual map. From perceptual mapping, it is known that there are 4 quadrants of Sulastri Kopis consumer behaviors. The result of the study indicates that the marketing strategy that has been carried out so far has not targeted the four consumer profiles of Sulastri Kopi.