The Analysis of Determinants Affecting  Consumers’ Decision to Choose Starbucks

Lusiah Lusiah

doi:10.24912/jm.v23i3.571

Authors

Lusiah Lusiah Program Studi Manajemen, Sekolah Tinggi Ilmu Ekonomi IBBI, Medan

DOI:

https://doi.org/10.24912/jm.v23i3.571

Keywords: Culture, social, personal, psychological, and decided to choose.

Abstract

The purpose of this study is to determine the factors that influence the decision to choose Starbucks. The population in this study amounted to 395 respondents. The data analysis technique in this study is multiple linear regression analysis, t-test, F-test, and coefficient of determination. Variables that influence the decision to choose Starbucks are cultural, social, personal and psychological. The result of the partial test and simultaneously stated that the cultural variables, social variables, personal variables, and psychological variables influence the decision to choose Starbucks.

Author Biography

Lusiah Lusiah, Program Studi Manajemen, Sekolah Tinggi Ilmu Ekonomi IBBI, Medan

Program Studi Manajemen, Sekolah Tinggi Ilmu Ekonomi IBBI, Medan

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