The Effect of Brand Image, Brand Trust, and Price on Purchase Decisions of Starbucks Indonesia
DOI:
https://doi.org/10.55927/ijems.v4i2.46Keywords:
Brand Image, Price, Purchase Decision, Brand Trust, Starbucks IndonesiaAbstract
This study is entitled The Effect of Brand Image, Brand Trust, and Price on Purchase Decisions of Starbucks Indonesia, aiming to analyze the effects of brand image, brand trust, and price on consumers’ purchase decisions of Starbucks Indonesia. The sample consisted of 160 respondents domiciled in DKI Jakarta Province who had purchased Starbucks Indonesia products within the last six months. This study employed a non-probability sampling method using purposive sampling technique, and hypothesis testing was conducted through PLS-SEM using SmartPLS 4.0 as the analytical tool. The results show that brand image has a positive relationship but does not have a significant effect on purchase decisions, while brand trust and price have positive and significant effects. These findings indicate that consumers’ purchase decisions are mainly influenced by brand trust and price, whereas brand image has not been able to significantly encourage purchase decisions
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