Determinants of consumer purchasing factors that influence decisions on coffee Shop in West Tanjab District

This study aims to (1) Identify the general characteristics of consumer in making purchasing decisions for Coffee Shop in West Tanjab District, (2) Analyze the factors that influence consumer purchasing decisions for Coffee Shop in West Tanjab District. This study was conducted using purposive sampling method in coffee shops in the West Tanjab district. The analysis method used in this research is the descriptive analysis and the data analysis technique used in this research is Structural Equation, Model, Partial Least Square (SEM-PLS). The results of this study show that the characteristics of the majority of consumers are male, have an age of 20-24, the last level of education is high school with an income of IDR. 1,920,000 - IDR. 2,940,000. Factors that influence purchasing decisions for coffee shop in West Tanjab District are internal factors (age, income, education level, marital status, culture) and external factors (family, environment, social media) as well as internal and external factors through coffee shop moderation variables (facilities, service quality and design).