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p-Index From 2021 - 2026
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This Author published in this journals
All Journal Formosa Journal of Science and Technology (FJST)
Ni Wayan Sri Astiti
Udayana University
Humanities Computer Science & IT Education Industrial & Manufacturing Engineering Social Sciences

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The Influence of Market Segmentation on Customer Purchase Intention for Local Fruits at Bintang Supermarket Denpasar Anetta Michellia Paath; Ni Wayan Sri Astiti
Formosa Journal of Science and Technology Vol. 4 No. 9 (2025): September 2025
Publisher : PT FORMOSA CENDEKIA GLOBAL

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55927/fjst.v4i9.230

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.
The Influence of Market Segmentation on Purchase Decision of Coffee Beverages at Imadji Coffee Shop Denpasar Sry Guna Girsang; Ni Wayan Sri Astiti
Formosa Journal of Science and Technology Vol. 4 No. 9 (2025): September 2025
Publisher : PT FORMOSA CENDEKIA GLOBAL

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55927/fjst.v4i9.229

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.
Co-Authors Anetta Michellia Paath Sry Guna Girsang