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All Journal JURNAL EKONOMI DAN KEBIJAKAN PEMBANGUNAN Jurnal Fakultas Ekonomi : OPTIMAL Journal of Indonesian Economy and Business MIX : Jurnal Ilmiah Manajemen JRB-Jurnal Riset Bisnis JURNAL VISIONIDA BERNAS: Jurnal Pengabdian Kepada Masyarakat Quantitative Economics and Management Studies Multidiciplinary Output Research for Actual and International Issue (Morfai Journal) JIAPI: Jurnal Ilmu Administrasi dan Pemerintahan Indonesia Journal of Accounting and Finance Management (JAFM) Journal of Business and Political Economy: Biannual Review of The Indonesian Economy Review Journal of Business Management and Economic Development Gudang Jurnal Multidisiplin Ilmu INQUISITIVE: International Journal of Eonomic Jurnal Ilmiah Akuntansi Pancasila (JIAP) JIMP: Jurnal Ilmiah Manajemen Pancasila Jurnal Ragam Pengabdian Equity
Hubbansyah, Aulia Keiko
Fakultas Ekonomi Dan Bisnis Universitas Pancasila
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The Influence of Attitude, Subjective Norms, and Perceived Behavioral Control on Consumer Purchase Decisions at Starbucks in Jakarta Khairul Azman Siregar; Aulia Keiko Hubbansyah
Jurnal Ragam Pengabdian Vol. 3 No. 2 (2026): Mei-Agustus, Sustainable Development Goals (SDGs): Multidisciplinary Perspectiv
Publisher : Lembaga Teewan Journal Solutions

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62710/xn5j3937

Abstract

This study aims to analyze the effects of Attitude, Subjective Norms, and Perceived Behavioral Control on the Purchase Decisions of Starbucks consumers in Jakarta. This study is motivated by increasing competition in the coffee shop industry and changes in consumer behavior, indicating that purchase decisions are influenced by individual evaluations, social environments, and consumers' perceived ability and ease of making purchases. This study employed a quantitative approach using descriptive and verification methods. Primary data were collected through questionnaires distributed to 100 Starbucks consumers in Jakarta using a purposive sampling technique. Data were analyzed using multiple linear regression with SPSS version 27. The results show that Attitude has a positive and significant effect on Purchase Decisions. Subjective Norms have a positive and significant effect on Purchase Decisions. Perceived Behavioral Control also has a positive and significant effect on Purchase Decisions and is identified as the most dominant variable. The findings indicate that consumers' ability and ease of making purchases are the strongest factors in encouraging the Purchase Decisions of Starbucks consumers in Jakarta. Therefore, business innovation focused on accessibility, digital services, and reducing purchasing barriers may contribute to encouraging consumer Purchase Decisions.
Co-Authors Afif Baharmus Ananda Adirasasty Ari Juliana Ari Purwanti Baharuddin , Gunawan Cantaka Zaida Oktarina Cherly Kemala Ulfa Dedi Budiman Hakim Derriawan Dwi Rahmalina, Dwi Eka Sudarmaji Feriansyah Feriansyah Harnovinsah Harnovinsah Havana Alika Salwa Husodo, Zaafri Ananto I Gusti Ketut Agung Ulupui Iha Haryani Hatta Iha Haryani Hatta Khairul Azman Siregar Khalida Utami Kintan Aulia Lailah Fujianti LAILAH FUJIANTI Lazarus Sinaga Maryam Mufa Muhram Muhammad Armand Irsyad Rabbani Lubis Lubis Muhammad Nauval Munira, Mira Nabila Apriliani Nadia aurelia Nia Rachmawati Noor, Laili Savitri Nurul Hilmiyah Rabita, Eva Rafrini Amyulianthy Rahman, Aisyah Abdul Rahman, Reza Abdu Safitri Siswono Safitri Siswono Setiarini Setiarini Shelin Zahrah Salsabila Shinta Budi Astuti Shinta Budi Astuti Sri Ambarwati Sri Hartoyo Supriadi Thalib Tasya Amelia Putri Widyastutik Wurdaningsih