FAKTOR-FAKTOR YANG MEMPENGARUHI CUSTOMER SATISFACTION MELALUI PURCHASE DECISION PADA PELANGGAN KOPI

Coffee drinks have become a trend among all segments of Indonesian society, with coffee consumption experiencing rapid growth, resulting in a wide variety of coffee types available. This study aims to investigate the influence of product innovation and customer experience on customer satisfaction through purchase decisions for Tomoro coffee products. The method used in this study is quantitative. Data collection was conducted by distributing an online questionnaire via Google Forms. The population for this study consisted of all Tomoro Coffee customers. The sample was selected using purposive sampling, with criteria including residing in Jakarta, aged 21–55 years, making at least four purchases per month, and comprising 115 respondents. The data analysis technique used was Partial Least Square-Structural Equation Modeling (PLS-SEM). The results of the study indicate that product innovation significantly influences customer satisfaction and purchase decisions. Customer experience significantly influences customer satisfaction and purchase decisions. Purchase decisions mediate the relationship between product innovation and customer satisfaction, as well as between customer experience and customer satisfaction.