MARKETING STRATEGY OF WARUNG KOPI MERAPI IN CANGKRINGAN DISTRICT, SLEMAN REGENCY. 2019. FUAD JORDAN ERFIANTO (Supervised by DIAH RINA K. & SRIYADI). The purpose of this research to identify internal and external factors faced by Warung Kopi Merapi and formulating marketing strategies that need to be developed by Warung Kopi Merapi. The respondents are the owner and employees and the consumers of the Warung Kopi Merapi.The method used in this research is SWOT analysis and QSPM analysis. Based on the results of the study showed that the strength factors of Warung Kopi Merapi are coffee products that have distinctive flavors, competitive product quality, cheap product prices, strategic locations, locations that have a view of Mount Merapi, The strength of cooperation with coffee suppliers. While weaknesses are old service, some areas look dirty, promotions are less innovative, there is less supervision of employees, and there is less labor. The external factors that become an opportunity for Warung Kopi Merapi are the raw materials needed, people's lifestyles in consuming coffee, government support, and curiosity of Merapi coffee products. While the challenges for Warung Kopi Merapi are included in disaster prone areas of Mount Merapi, competitive coffee shop competition, damaged road access, and bad image on social media. Based on the results of the QSPM analysis, the strategy that needs to be developed is development of the latest coffee product market, product diversification by adding assets, and improve the road infrastructure to the Warung Kopi Merapi.