Understanding Customer Purchase Style Effect On Customer Satisfaction And Purchase Intention Toward Plant-Based Burgers

<p><em>The main objective of this study is to examine the effect customer purchase style, satisfaction, and intention toward plant-based burgers. Second, find out satisfaction among Non-Vegetarian in city Jakarta, Indonesia. This uses a mixed approach (qualitative quantitative. The data was gathered from 20 interviewed participants 205 respondents non-vegetarian customers burgers Jakarta. qualitative analysis carried using NVIVO 12 Pro, while quantitative Structural Equation Model – partial Least Square (SEM-PLS) SmartPLS3. Results that informants were perceived positively or impressed with terms achievement, value idea. result shows style (hedonic utilitarian) has positive significant Customer on Though it not hypothesized, mediates Finally, non- vegetarian Jakarta</em></p>