Determinants of consumer purchasing factors that influence decisions on coffee Shop in West Tanjab District
Department of Agribusiness, Faculty of Agriculture, University of Jambi, Indonesia.
Research Article
International Journal of Scientific Research Updates, 2025, 10(01), 011-019.
Article DOI: 10.53430/ijsru.2025.10.1.0037
Publication history:
Received on 21 June 2025; revised on 26 July 2025; accepted on 29 July 2025
Abstract:
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).
Keywords:
Coffee Shop; Consumer Behavior; Purchase Decision
Full text article in PDF:
Copyright information:
Copyright © 2025 Author(s) retain the copyright of this article. This article is published under the terms of the Creative Commons Attribution Liscense 4.0