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All Journal Formosa Journal of Science and Technology (FJST)
Sry Guna Girsang
Udayana University
Humanities Computer Science & IT Education Industrial & Manufacturing Engineering Social Sciences

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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 Ni Wayan Sri Astiti