STRATIFIKASI SOSIAL COFFEE SHOP (Studi Preferensi Pengunjung Pada Coffee Shop Di Kecamatan Lowokwaru Kota Malang)

This Thesis entitled "Social Stratification of Coffee Shops" (Study of Visitor Preferences at Coffee Shops in Lowokwaru District, Malang City) describes the stratification of coffee shops in Lowokwaru, Malang City. Social stratification is examining the position or position of people or groups of people in unequal circumstances. Thus, stratification is often associated with issues of inequality or social polarization. Social stratification can be interpreted as a differentiation of a person's position or position vertically. Meanwhile, a coffee shop is a place or room that is managed simply or with structured management that provides good commercial service to its guests in the form of various types of dishes and accessories that support the place.
In this research the author used: The method used is a qualitative method. Data collection used interviews, observation and documentation on coffee shop owners and also coffee shop visitors in Malang City where there are many different coffee shops circulating so that each visitor has a preference to choose the coffee shop to visit according to their needs. As for determining the sample, the author used a purposive sampling technique.
The results of the research conducted by the author show that there is social stratification in coffee shops. This resulted in the following findings: (a) Social stratification or coffee shop strata in Malang City occurs because each coffee shop has its own criteria, including based on (1) capital (2) facilities (3) pricing (4) product quality and (5) ) services provided. (b) From these criteria, the social stratification of coffee shops in Malang City is divided into three, namely: (1) upper middle, (2) middle and (3) lower middle.