THE INFLUENCE OF LIFESTYLE, PRICE, BRAND IMAGE, PACKAGING QUALITY AND PRODUCT QUALITY ON PURCHASE INTEREST OF STARBUCKS CANNED PRODUCTS CUSTOMERS

Zakaria Zakaria (Universitas Serambi Mekkah Aceh)
Nur Aisyah Qadri Saiful (Institut Turatea Indonesia)
Ekbal Santoso (Universitas PGRI Adi Buana)
Nova Erliyana (UIN Sulthan Thaha Saifuddin Jambi)
Eva Yuniarti Utami (Universitas Sebelas Maret)

Jurnal Scientia
Vol. 12 No. 03 (2023): Education, Sosial science and Planning technique, 2023 (June-August)

This study aims to examine the relationship between variables, especially variables that influence purchase intention such as brand image, product quality, lifestyle, price, and packaging. This type of research is called quantitative research. This study used a non-probability sampling strategy for data collecting. This survey included 100 respondents in total. Multiple linear regression analysis was used to analyze the survey results. The analysis's findings indicate that brand image, product quality, lifestyle, price, and packaging all simultaneously influence purchase intention, with product quality, lifestyle, price, and packaging having a greater influence than brand image and packaging.