Pengaruh Citra Merek, Harga Dan Kepuasan Pelanggan Terhadap Niat Beli Starbucks Coffee Di Surabaya

This study aims to analyze the effect of brand image, price and customer satisfaction on the pur-chase intention of Starbucks Coffee in Surabaya. This study uses a quantitative approach, which focuses on testing hypotheses using measurable data so that conclusions can be drawn and using a questionnaire as a data source. The sampling technique used in this study used a purposive sampling method. The population in this study are Starbucks Coffee customers in Surabaya. The analysis technique used in this study is using multiple linear regression using SPSS. The results of the study show that brand image, price, and customer satisfaction have a significant positive effect on the purchase intention of Starbucks Coffee in Surabaya