The Influence of Market Segmentation on Purchase Decision of Coffee Beverages at Imadji Coffee Shop Denpasar

Sry Guna Girsang; Ni Wayan Sri Astiti

doi:10.55927/fjst.v4i9.229

Authors

Sry Guna Girsang Udayana University
Ni Wayan Sri Astiti Udayana University

DOI:

https://doi.org/10.55927/fjst.v4i9.229

Keywords:

Market Segmentation, Purchase Decision, Customer Statisfaction, SEM-PLS

Abstract

This reasearch examines how geographic, demographic, psychographic, and behavioral segmentation influences purchase decisions at Imadji Coffee Shop Denpasar, with customer satisfaction as a mediator. Using a quantitative approach, data was collected via a Likert-scale questionnaire from 60 purposively sampled customers and analyzed with SEM-PLS (SmartPLS 4). Results show demographic and psychographic factors directly positively affect purchase decisions, while geographic and behavioral factors do not. However, customer satisfaction fully mediates the latter two, creating a significant positive influence. It is recommended that Imadji focuses its strategy on demographic and psychographic segments through targeted promotions, service enhancements, and improved customer satisfaction.

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