Putri, Intan Tsania and Mukson, Mukson and Roessali, Wiludjeng (2024) The Effect Of Brand Image And Perceived Quality On Purchase Decisions Of Starbucks Coffee In Sleman District. Litbang Provinsi Jawa Tengah, 22 (2): 11. pp. 1-11. ISSN 1412-9833

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Abstract

Purchase decisions for a product of goods and services are heavily influenced by various factors including brand image (brand image) and perceived quality (perceived quality). This study aims to analyze the effect of brand image and perceived quality on purchasing decisions for Starbucks coffee products in Sleman Regency, Special Region of Yogyakarta. This research was carried out in August - October 2022. The research method used a survey method. Coffee shop locations were determined by a simple random method. Sampling used a purposive sampling technique of 100 people, with a minimum age of 17 years and having bought Starbucks coffee products. Data analysis used descriptive analysis methods and Structural Equation Modeling (SEM) with the PLS (Partial Least Square) approach using Smart PLS 3.3.9 software. The results showed that brand image and perceived quality variables influenced the decision to buy Starbucks coffee products in Sleman Regency.

Keywords: Brand Image, Perceived Quality, Buying Decision, Coffee, Starbucks

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