Analysis Of The Influence Of Consumer Behavior On The Purchase Of Starbucks Products

Aisyah, Budiarti (2023) Analysis Of The Influence Of Consumer Behavior On The Purchase Of Starbucks Products. Undergraduate thesis, Politeknik Negeri Jember.

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Abstract

Consumer behavior is indispensable for companies to develop marketing strategies. This helps understand how consumers think about their brand, and why they decide to choose that product over other similar products (Ed Peelen, 2005). Factors that influence consumers, the relationship with the existence of a brand can have a significant effect on consumer decisions, and word-of-mouth communication whether it is effective in influencing their decision to choose a product. Currently, the existence of coffee shops in Malaysia is familiar, one of which is Starbucks Coffee. Starbucks coffee has many outlets in Malaysia, especially in Shah Alam, Selangor. One of them is at MSU, Shah Alam. The problem faced by Starbucks MSU, Shah Alam is that with the increasing competition that is getting sharper, it becomes an interesting phenomenon to know the factors that influence this purchase decision. The scope of the research in this study was visitors from MSU Starbucks coffee. This is where the age scale of MSU Starbucks Coffe visitors is 18 years old and above. The scope of professions that are the object of research for MSU Starbucks visitors is MSU students, MSU lecturers, MSU employees, and customerss who come from outside MSU. In this research, there is three independent variable there are influencing factors, brand trust, and word-of-mouth. The independent variable supports the dependent variable which is the consumer purchase decision. Quantitative data will later be collected by distributing questionnaires to consumers who are at Starbucks MSU. After all the data is collected, the analysis can be carried out; and interpreted using IBM SPSS Statistics software version 28.0. The data collection method based on the collection time researchers chose the cross-section technique because it was considered more effective, fast, cheap, and efficient.

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