Positioning Analysis of Local Coffee Shop Brands in Banjarbaru City, South Kalimantan

The local coffee shop industry in Banjarbaru City, South Kalimantan, faces intensive competition, which requires appropriate positioning strategies. This study aims to develop an integrated positioning model for local coffee shops through multidimensional analysis of consumer perceptions and market segmentation. Quantitative explanatory research was conducted from January to April 2025 at three representative coffee shops in Banjarbaru (Surya Coffee & Eatery, Kafe Tuju, and Comet Coffee), with 60 respondents selected through purposive sampling. The analysis technique employed a combination of multidimensional scaling and Principal Component Analysis. The results show that consumer perception significantly influences the formation of the three market segments (Consumer Experience 34.787%, Variety and Price 15.296%, quality 14.219%). Each coffee shop occupies different quadrants with a consistent demographic alignment, confirming the effectiveness of the differentiated positioning strategies. This integrated model provides a strategic framework for local coffee shop business operators in Banjarbaru to optimize their competitive position based on factor-segment alignment with specific demographic characteristics of the target market.