Published: 2025-07-10
The Role of Brand Image and Price Perception in Driving Consumer Purchase Decision
DOI: 10.35870/emt.v9i3.4397
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Abstract
This study explores the influence of brand image and price perception on consumer purchasing decisions at Starbucks Coffee. With the rise of premium coffee culture, Starbucks has positioned itself as a global leader in the industry, attracting a diverse range of customers. The research aims to identify the key drivers behind consumer choices by examining how Starbucks’ brand image, associated with quality and lifestyle, alongside the perceived value of its pricing strategy, affects customer purchasing behavior. Using a quantitative approach, data were collected from 150 respondents through structured surveys. The novelty of this study lies in its examination of the combined influence of brand image and price perception on purchase decisions within the context of premium everyday consumption, specifically Starbucks an area that has received limited focused attention in prior research.The findings indicate that both brand image and price perception significantly impact purchase decisions, with brand image playing a stronger role in influencing consumer loyalty and repeat purchases. This research offers valuable insights for marketers in understanding how brand identity and pricing strategies can be optimized to enhance consumer satisfaction and drive sales. The implications of these findings suggest that maintaining a strong, positive brand image is critical, even in the face of premium pricing, to sustain competitive advantage in the specialty coffee market.
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Article Information
This article has been peer-reviewed and published in the Jurnal EMT KITA. The content is available under the terms of the Creative Commons Attribution 4.0 International License.
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Issue: Vol. 10 No. 2 (2026)
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Section: Articles
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Published: %750 %e, %2025
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License: CC BY 4.0
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Copyright: © 2025 Authors
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DOI: 10.35870/emt.v9i3.4397
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Florencia Hanjani
Hospitality Management Department, Universitas Pelita Harapan, Tangerang Regency, Banten Province, Indonesia.
Vanessa
Hospitality Management Department, Universitas Pelita Harapan, Tangerang Regency, Banten Province, Indonesia.
Yunita Setiawati
Hospitality Management Department, Universitas Pelita Harapan, Tangerang Regency, Banten Province, Indonesia.
Juliana
Hospitality Management Department, Universitas Pelita Harapan, Tangerang Regency, Banten Province, Indonesia.
Amelda Pramezwary
Magister of Tourism Department, Universitas Pelita Harapan, Tangerang Regency, Banten Province, Indonesia.
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