The Influence of Brand Equity on Consumer Purchase Decisions at Starbucks

Dilip D (CMS Business School)
Rupesh Sinha (CMS Business School)
Chin Pei Wen (Universiti Sains Malaysia)
Daisy Mui Hung Kee (Universiti Sains Malaysia)
Choong Shu Ching (Universiti Sains Malaysia)
Lew Ke Er (Universiti Sains Malaysia)
Somya Agarwal (ABES Engineering College)
Rudresh Pandey (ABES Engineering College)
Theofilus Welyna Putra (Ma Chung University)
Liem Gai Sin (Ma Chung University)
Yap Wen Yan (Universiti Sains Malaysia)

International Journal of Accounting & Finance in Asia Pasific
Vol 4, No 1 (2021): International Journal of Accounting & Finance in Asia Pasific (IJAFAP) February

The purpose of this research is to study the influence of brand equity on consumer purchase decisions at Starbucks. Specifically, we predicted the brand equity of Starbucks would definitely affect the consumer purchase decisions. We distributed survey questionnaire consisting of 4 major aspects of brand equity with purchase decision and the results collected were analysed in order to obtain a meaningful conclusion. For the implementing, we designed a conceptual framework and hypothesized the correlation among its constructs which are brand equity and purchase intention. All the hypothesis which are tested based on the brand equity and consumer purchase decisions was accepted. The results showed that brand equity has a positive influence on consumer purchase decisions.