Product Quality, Price, Product Involvement, Atmosphere and WOM Effect on Purchase Intention at Starbucks Coffee Hayam Wuruk Drivethru Jakarta, Indonesia

Phan, Steven and Purba, John Tampil and Budiono, Sidik and Rajagukguk, Wilson (2021) Product Quality, Price, Product Involvement, Atmosphere and WOM Effect on Purchase Intention at Starbucks Coffee Hayam Wuruk Drivethru Jakarta, Indonesia. In: Proceedings of the International Conference on Industrial Engineering and Operations Management. IEOM Society International, Monterrey, Mexico, pp. 2245-2256. ISBN 978 1 7923 6130 2

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Abstract

In this study the researchers would like to explore how product quality, price, atmosphere, word of mouth, product involvement affects customer’s purchase intention on Starbucks’ products of Starbucks Coffee Drive Thru Hayam Wuruk on West Jakarta during early Pandemic Covid19. There are 5 hypotheses on this research: (1) there is a positive effect of product quality upon purchase intention; (2) there is a positive effect of price upon purchase intention; (3) there is a positive effect of product involvement upon purchase intention; (4) there is a positive effect of atmosphere upon purchase intention; (5) there is a positive effect of word of mouth upon purchase intention. The research started from June of 2020 until the end of the year 2020. The results of the study showed that all five of the hypotheses were supported. Word of mouth is the most significant independent variable from all of the five hypotheses. From the discussion and findings shows the power of drivers on variables; product quality, price, product involvement, atmosphere, word of mouth affects purchase intention in the era of situation pandemic in around of the location. Then, this one becomes the interesting facts that discuss in this research paper. But even though the researcher has gathered results, the researcher would like for future researchers to improve a better research compared to this research. This is caused by the limitations of energy and funding. Keywords: Product Quality and Price, Product Involvement, Atmosphere, Purchase Intention, Starbucks Coffee.

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