<![CDATA[The expansion of global coffee brands into regional markets, including the presence of Mobile Starbucks (Starling) in Bangkinang City, has intensified competition with local cafes. This study examines the effects of Mobile Starbucks expansion and perceived consumer value on local cafe preference, with local cafe image serving as a mediating variable. A quantitative survey approach was employed. Data were collected from 96 consumers of local cafes in Bangkinang City using structured questionnaires. Multiple linear regression and mediation analysis were conducted using SPSS. The results indicate that Mobile Starbucks expansion has a negative and significant effect on local cafe image, while perceived consumer value has a positive and significant effect on local cafe image. Furthermore, Mobile Starbucks expansion, perceived consumer value, and local cafe image significantly influence local cafe preference. Mediation analysis reveals that local cafe image partially mediates the relationship between Mobile Starbucks expansion, perceived consumer value, and local cafe preference. These findings highlight the strategic role of local cafe image in sustaining consumer preference amid global brand expansion. Strengthening brand image and enhancing perceived value are essential strategies for maintaining the competitiveness of local cafes]]>
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