Analysis Of Millennial Consumer Behavior In Coffeeshop At Riau Province.

This study aims to develop a new conceptual model of how lifestyle, physical environment, and e-payments affect consumers' millennial purchasing decisions and how they affect their satisfaction with social factors as a moderating. This study can fill the limitations of previous research as well as fill in the gaps in research on millennial consumers in making purchasing decisions. In this quantitative study, data was collected through questionnaires that were distributed to millennial consumers who made purchases at coffee shops at Riau Province. The sample calculation was carried out using a formula that produced 392 respondents using a purposive random sampling approach. A Likert-scaled questionnaire was used to collect the data, and SmartPLS 4.0 was used to process it. The study's findings include that the fit and quality index models have validated their value, lifestyle has a positive and significant effect on purchasing decisions; physical environment has a positive and significant effect on purchasing decisions; e-payment has a positive but not significant effect on purchasing decisions; factor social can significantly strengthen the influence of lifestyle on purchasing decisions; factor social can significantly strengthen the influence of physical environment on purchasing decisions; but factor social weakens the effect of e-payment on purchasing decisions but not significantly and purchasing decisions has a positive and significant effect on consumer satisfaction. [ABSTRACT FROM AUTHOR]