Authors :
Epsi Trismelia; Janfry Sihite
Volume/Issue :
Volume 6 - 2021, Issue 10 - October
Google Scholar :
http://bitly.ws/gu88
Scribd :
https://bit.ly/3jOO2ch
Abstract :
The purpose of this study is to look into the
elements that influence Starbucks Coffee repurchase
intention. Brand Image and Promotion are the
independent variables in this study, which were derived
from numerous previous research literatures and presurvey data. This study use SEM data analysis tools in
conjunction with PLS data processing. The participants in
this study are Starbucks coffee drinkers in Jakarta. The
population in this study is Starbucks Coffee Consumers in
Jakarta with a total sample of 135 obtained using the Hair
formula. Primary data was obtained by distributing
questionnaires via google form to respondents who had
purchased Starbucks Coffee products at least twice. The
results showed that the Brand Image and Promotion
variables had a significant and positive effect on the
Repurchase Intention variable. While the mediation
variable / Experiential Marketing has an influence and
plays a full role so that it can be called partial mediation
and indirect path in this study. Further investigation into
the academic proposals in this study is intended to
enhance the research model by looking into other factors
that drive Starbucks Coffee customers to make repeat
purchases.
Keywords :
Brand Image, Promotion, Repurchase Intention, and Experiential Marketing
The purpose of this study is to look into the
elements that influence Starbucks Coffee repurchase
intention. Brand Image and Promotion are the
independent variables in this study, which were derived
from numerous previous research literatures and presurvey data. This study use SEM data analysis tools in
conjunction with PLS data processing. The participants in
this study are Starbucks coffee drinkers in Jakarta. The
population in this study is Starbucks Coffee Consumers in
Jakarta with a total sample of 135 obtained using the Hair
formula. Primary data was obtained by distributing
questionnaires via google form to respondents who had
purchased Starbucks Coffee products at least twice. The
results showed that the Brand Image and Promotion
variables had a significant and positive effect on the
Repurchase Intention variable. While the mediation
variable / Experiential Marketing has an influence and
plays a full role so that it can be called partial mediation
and indirect path in this study. Further investigation into
the academic proposals in this study is intended to
enhance the research model by looking into other factors
that drive Starbucks Coffee customers to make repeat
purchases.
Keywords :
Brand Image, Promotion, Repurchase Intention, and Experiential Marketing
