| In this modern era, Indonesia as a developing country experienced a rapid increase in lifestyle and tertiary needs. Consuming drinks such as coffee has become one of the needs or lifestyle of today's society. Along with increasing mobility and modern lifestyles, the growth of coffee shopsis also increasing rapidly. With the existence of a new lifestyle created by the current generation, it attracts the competition of the coffee shop industry into a new level where the best can survive in competition so that the business must survive in the competition. One of the conditions that must be met by a company to be successful in competition is to try to attract and retain customers and prioritize customer satisfaction. So this study attempts to determine the effect of satisfaction on consumer loyalty, knowing the parameters determining satisfaction and loyalty, knowing what attributes affect consumers in the group and giving suggestions. The method used is classification algorithms using J48 decision tree and SEM using AMOS 24.0. The results showed that there were 49% of consumers in the G1 group related to performance attributes, number of seats, location and comfort, 43% of consumers in the G2 group related to the attributes of repurchase and advice, 1% of consumers in G3 group related to quality attributes, menu variations, and prices, as well as 7% of consumers in the G4 group related to the attributes of recommendations and selection. Suggestions are applying customer satisfaction questionnaires, creating databases and providing promotions according to customer profiling. |