Analysis of Consumer Goods Purchase Decision Based Perceived Price, Quality Products and Sales Promotions: Case Study Starbucks consumers in Bogor City

Sujana Sujana, Wilhelmus Hary Susilo

Abstract


In globalization era, many people are paying attention to what they consume, including coffee. As a result, coffee consumption in Indonesia has been increasing every year because not only older people but also young individuals have started drinking coffee to meet their needs. Therefore, in the transaction of coffee beverages, there are many factors influencing consumers' product choices, as there is a wide variety of products offered by different brands. The objective of this research is to analyze the influence of price perception on purchasing decisions, examine the impact of product quality on purchasing decisions, and investigate the effect of sales promotions on purchasing decisions for Starbucks products. Therefore, the researcher expects to obtain favorable results based on good data, which can have a positive impact on the environment and the company. This study focuses on the influence of price perception, product quality, and sales promotions on purchasing decisions within a specific company, Starbucks. The research was conducted among consumers who are familiar with and have purchased Starbucks products. A questionnaire was employed as the research instrument, and the data collected were quantitative in nature. Structural Equation Modeling (SEM) was used for the analysis, utilizing Lisrel 8.8 and SPSS 26 software. The findings of this study indicate that all three variables, namely price perception, product quality, and sales promotions, have a positive and significant impact. Hence, Starbucks consumers are more likely to make purchases if the offered price aligns with their assessment, the provided quality is excellent, and the promotions are advantageous to the consumers.

Keywords


perceived price; product quality; sales promotion; consumer good

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References


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DOI: http://dx.doi.org/10.52155/ijpsat.v42.2.5906

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