PENGARUH CITRA MEREK DAN PERSEPSI HARGA TERHADAP KEPUTUSAN PEMBELIAN STARBUCKS MELALUI MINAT BELI SEBAGAI VARIABEL MEDIASI

Siburian, Erwin Baktiar (2025) PENGARUH CITRA MEREK DAN PERSEPSI HARGA TERHADAP KEPUTUSAN PEMBELIAN STARBUCKS MELALUI MINAT BELI SEBAGAI VARIABEL MEDIASI. Undergraduate thesis, Universitas Katolik Musi Charitas.

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Abstract

This study aims to analyze the influence of brand image and price perception on purchasing decisions for Starbucks products, with purchase intention as a mediating variable. The research is motivated by the growing coffee consumption trend in Indonesia and the challenges faced by Starbucks due to boycott campaigns related to the Israel–Palestine conflict. A quantitative approach was used, employing a survey method targeting respondents who meet specific criteria, such as being at least 17 years old, being familiar with Starbucks products, and following the Instagram account @starbucksindonesia. Data were collected through an online questionnaire and analyzed using the Partial Least Squares (PLS) method with the help of SmartPLS software. The results indicate that brand image and price have a positive and significant effect on both purchase intention and purchasing decisions. Furthermore, purchase intention is proven to significantly mediate the relationship between brand image and price on purchasing decisions. These findings provide important implications for companies to maintain a strong brand image and implement appropriate pricing strategies to retain consumer loyalty and purchase interest, particularly amid social issues that may affect public perception.

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