Business in the food and beverages sector in Indonesia is currently growing in line with the community's improving economic growth. Developments in this sector have resulted in greater competition between business people. Swakarja Coffee Space is a coffee shop business that is experiencing the problem of decreasing the number of buyers and sometimes not meeting the company's targets. The aim of this research is to analyze consumer characteristics and analyze the influence of market segmentation on the sales volume of Swakarja Coffee Space. The research method uses descriptive analysis and multiple linear regression tests. The research results prove that consumers of Swakarja Coffee Space in Gresik are men with an age range of 20-35 years, working as private employees, with a high school/vocational education background, and an income of Rp. 2,600,000 - IDR 5,000,000/month and expenses IDR. 1,100,000 - IDR 2,500,000/month, distance from home to Swakarja Coffee Space of 1-5 km and coming to Swakarja Coffee Space 3-5 times/month. There is an influence between Demographic, Geographic and Psychographic factors on the sales volume variable of Swakarja Coffee Space in Gresik simultaneously. Meanwhile, geographical and psychographic factors partially do not have a significant effect on the sales volume of Swakarja Coffee Space. Keywords: Coffee Shop, Market Segmentation, Sales Volume