THE INFLUENCE OF BRAND IMAGE, ATMOSPHERE STORE AND PRICE PERCEPTION ON CUSTOMER SATISFACTION OF STARBUCKS GRAND PAKUWON - FOOD JUNCTION THROUGH PURCHASING DECISIONS

THE INFLUENCE OF BRAND IMAGE, ATMOSPHERE STORE AND PRICE PERCEPTION ON CUSTOMER SATISFACTION OF STARBUCKS GRAND PAKUWON - FOOD JUNCTION THROUGH PURCHASING DECISIONS

Brand Image; Atmosphere; Price Perception; Customer Satisfaction; Purchase Decision

The objective of this study is to examine the impact of brand image, atmosphere, and price perception on customer satisfaction in relation to purchasing decisions. The research design employed is explanatory research through a quantitative approach. All customers who visited Starbucks Grand Pakuwon-Food Junction in 2023 were considered as the study population. Technical terms will be explained in full at the first use. A total of 100 respondents were selected through quota sampling method. The data collected was
analysed using path analysis and validity and reliability testing. The study findings indicate
that the variables of Brand Image, Atmosphere, and Decisions were categorized as good, while Price and Satisfaction variables were classified as good enough. Specifically, Brand image, atmosphere, and price positively and significantly influence purchasing decisions. Directly, brand image, atmosphere, price, and purchase decisions significantly and positively impact customer satisfaction. Indirectly, purchasing decisions can intervene a significant positive impact on brand image, atmosphere, price, and decisions on customer satisfaction.

Woro Utari, Edo Galih Permadi

https://jurnal.stieww.ac.id/index.php/jrm/issue/view/71

STIE Widya Wiwaha

Juli 2024

Sri Wahyuni

Online ISSN : 2624-492X
Print ISSN : 2355-9381

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English

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Jurnal Riset Manajemen STIE Widya Wiwaha 2024