The Influence of Market Segmentation on Customer Purchase Intention for Local Fruits at Bintang Supermarket Denpasar

Abstract

This research aims to examine the effect of market segmentation, comprising demographic, geographic, psychographic, and behavioral dimensions on consumers purchase intention of local fruits, with consumer satisfaction serving as a mediating variable. A quantitive approach was employed, involving 60 respondents selected through purposive sampling at Bintang Supermarket Denpasar during March to May 2025. Data were analyzed using Structural Equation Modeling with Partial Least Squares (SEM-PLS). the findings indicate that demographic and psychographic segmentation have both direct and indirect influences on purchase intention through satisfction. Geographic segmentation affects purchase intention only indirectly via satisfaction, while behavioral has no significant effect. These resuls highlight the importance aligning marketing strategies with consumer characteristics and psychological values rather than relying solely on behavioral factors.