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Quantitative analysis shows demographic and psychographic factors affect purchase decisions, indicating customer satisfaction plays a vital mediating role.
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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Girsang et al. (2025) studied this question.
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