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All Journal Jurnal Litbang Provinsi Jawa Tengah
Intan Tsania Putri
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Agriculture, Biological Sciences & Forestry Economics, Econometrics & Finance Education Public Health Social Sciences

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Pengaruh Brand Image Dan Perceived Quality Terhadap Keputusan Pembelian Kopi Starbucks di Kabupaten Sleman Intan Tsania Putri; Mukson, Mukson; Roessali, Wiludjeng
JURNAL LITBANG PROVINSI JAWA TENGAH Vol 22 No 1 (2024): Jurnal Litbang Provinsi Jawa Tengah
Publisher : Badan Riset dan Inovasi Daerah Provinsi Jawa Tengah

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36762/.v22i1.1058

Abstract

Purchase decisions for a product of goods and services are heavily influenced by various factors including brand image (brand image) and perceived quality (perceived quality). This study aims to analyze the effect of brand image and perceived quality on purchasing decisions for Starbucks coffee products in Sleman Regency, Special Region of Yogyakarta. This research was carried out in August - October 2022. The research method used a survey method. Coffee shop locations were determined by a simple random method. Sampling used a purposive sampling technique of 100 people, with a minimum age of 17 years and having bought Starbucks coffee products. Data analysis used descriptive analysis methods and Structural Equation Modeling (SEM) with the PLS (Partial Least Square) approach using Smart PLS 3.3.9 software. The results showed that brand image and perceived quality variables influenced the decision to buy Starbucks coffee products in Sleman Regency.
Co-Authors Mukson Mukson Roessali, Wiludjeng