PENGARUH CITRA MEREK DAN LINGKUNGAN TOKO TERHADAP KEPUTUSAN PEMBELIAN PRODUK DI STARBUCKS COFFEE (Survei pada konsumen Starbucks Coffee di Atrium Plaza, Senen)

ANDARINI, WITA (2013) PENGARUH CITRA MEREK DAN LINGKUNGAN TOKO TERHADAP KEPUTUSAN PEMBELIAN PRODUK DI STARBUCKS COFFEE (Survei pada konsumen Starbucks Coffee di Atrium Plaza, Senen). S1 thesis, Universitas Negeri Jakarta.

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Abstract

ABSTRACT Wita Andarini, 2013; Effect of Brand Image and Store Environment Of Purchase Decision Starbucks Coffee Product (Survey of the Starbucks Coffee Consumer at Atrium Plaza, Senen). The broad objective of this study is 1). To obtain a description of brand image, store environment and purchase decision Starbucks Coffee product at Atrium Plaza. 2). To determine the effect of brand image on purchase decision Starbucks Coffee product at Atrium Plaza. 3). To determine the effect of store environment on purchase decision Starbucks Coffee product at Atrium Plaza. 4). To determine the effect of brand image and store environment purchase decision Starbucks Coffee product at Atrium Plaza. The amount of consumer of Starbucks Coffee at Atrium Plaza is +/- 770 consumers per week. By using Slovin calculation then the sample is as many as 263 consumers who were respondents in this study. Descriptive analysis results indicate: a.) Starbucks Coffee product has good brand image in consumer mind, especially on value dimension that price and quality is directly proportional and appropriate with consumer expectation. b). consumer feel comfortable in Starbucks Coffee environment at Atrium Plaza. c). Brand image and store environment affects purchase decision Starbucks Coffee product at Atrium Plaza. The results of hypothesis testing indicate: 1). Variable Brand Image (X1) positive effect on purchase decision. 2). Variable Store Environment (X2) positive effect on purchase decision. 3) Brand Image (X1) and Store Environment (X2) jointly influence the Purchase Decision (Y). Brand image and store environment affect purchase decision by 82,5%. While the remaining 17,5% are influenced or explained by other variables not included in this research model. Suggestions to improve the business proposed to make changes in the traffic flow and circulating inside the store, enhance reference of types of music, improving training programs to barista, barista services, and quality of products and services. In order to the consumer can be more comfortable while their in Starbucks Coffee and become the first alternative of consumer choice that impacted on purchase decision repeatedly Starbucks Coffee product. Keywords: Brand Image, Store Environment and Purchase Decision.

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