The Influence of Brand Awareness, Price and Promotion on Purchase Decisions at Starbucks (Study on Starbucks Gen Z Consumers in Sidoarjo)
Pengaruh Brand Awareness, Harga dan Promosi Terhadap Keputusan Pembelian Pada Starbucks (Studi Pada Konsumen Starbucks Gen Z di Sidoarjo)
DOI:
https://doi.org/10.21070/ups.7743Keywords:
Brand Awareness, Price, Promotion, Purchasing DecisionsAbstract
This study aims to determine the effect of brand awareness, price and promotion on purchasing decisions at Starbucks. This study uses a quantitative approach where the population in this study are Starbucks customers in Sidoarjo district. Determination of the sample on this study used non-probability sampling with a purposive sampling technique of 100 consumers. The data collection techniques was carried out by distributing qiestionnaires and the answers were measured using a likert scale. The data analysis techniques use the PLS-SEM method using SmartPLS software. The results of this study prove that brand awareness, price and promotion have a significant effect on purchasing decisions at Starbucks in Sidoarjo.
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