Tammy Jovanka Chandraguna Gili, . (2025) PENGARUH CITRA MEREK, KEPERCAYAAN MEREK, DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN STARBUCKS INDONESIA. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.
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Abstract
This study is entitled The Influence of Brand Image, Brand Trust, and Price on Purchase Decisions of Starbucks Indonesia, aiming to examine the effects of brand image, brand trust, and price on consumers’ purchase decisions at Starbucks Indonesia. The respondents in this study were individuals domiciled in DKI Jakarta Province who had purchased Starbucks Indonesia products within the last six months, with a total sample of 160 respondents. This study employed a non-probability sampling method using purposive sampling technique, and hypothesis testing was conducted using the PLS-SEM method with SmartPLS 4.0 as the analytical tool. The results indicate that (1) brand image has a positive relationship but does not have a significant effect on purchase decisions, (2) brand trust has a positive and significant effect on purchase decisions, and (3) price has a positive and significant effect on purchase decisions of Starbucks Indonesia. These findings show that consumers’ purchase decisions are more strongly influenced by brand trust and price, therefore brand image has not been able to significantly drive purchase decisions.
| Item Type: | Thesis (Skripsi) |
|---|---|
| Additional Information: | [No.Panggil: 2210111093] [Pembimbing: Pusporini] [Penguji 1: Princhita Nabila Maram Pahlawan] [Ketua Penguji: Anastasia Bernadin Dwi Mardiatmi] |
| Uncontrolled Keywords: | Brand Image, Price, Purchase Decision, Brand Trust, Starbucks Indonesia. |
| Subjects: | H Social Sciences > HB Economic Theory H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management H Social Sciences > HD Industries. Land use. Labor > HD61 Risk Management |
| Divisions: | Fakultas Ekonomi dan Bisnis > Program Studi Manajemen (S1) |
| Depositing User: | TAMMY JOVANKA CHANDRAGUNA GILI |
| Date Deposited: | 26 Mar 2026 04:20 |
| Last Modified: | 26 Mar 2026 04:20 |
| URI: | http://repository.upnvj.ac.id/id/eprint/41623 |
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