Importance-Performance Analysis of the Herbal Latte Beverage among Generation Z

The purpose of this study was to determine generation Z's preferences and satisfaction with herbal latte mix beverages, as well as to make recommendations for features that should be maintained and improved. The Importance Performance Analysis (IPA) and Customer Satisfaction Index (CSI) methods were used to analyze the data. The findings revealed that generation Z prefers herbal latte mix s based on important factors such as price, taste, and benefit. A CSI of 70% suggests that generation Z's satisfaction with herbal latte mixed drink items belongs to the "satisfied" category. Price and flavor are the two most important constant qualities. Aroma and packaging were the second most important attributes to improve. The second priority attribute to improve was aroma and packaging. The attributes that were maintained included benefits, colors, and practicality.