The Influence of Market Segmentation on Purchase Decision of Coffee Beverages at Imadji Coffee Shop Denpasar

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.