PENGARUH PERSEPSI HARGA, CELEBRITY ENDORSEMENT DAN KUALITAS PELAYANAN TERHADAP KEPUTUSAN PEMBELIAN DI STARBUCKS COFFEE (STUDI PADA KONSUMEN STARBUCKS DI PETUKANGAN UTARA, JAKARTA SELATAN)

Abstract

ABSTRACT

              This study aims to determine the effect of Price Perception, Celebrity Endorsement, Service Quality on Purchasing Decisions. The data source used in this study is primary data by distributing questionnaires, this population is consumers who have purchased Starbucks products in North Petukangan, South Jakarta. The sampling technique used nonprobability sampling, the method used was purposive sampling with the Cochran formula with the number of samples taken 105 respondents. The analytical tool used is SPSS version 22 software, the results of this study indicate that Price Perception and Service Quality have a significant effect on Purchasing Decisions while Celebrity Endorsement has no effect on Purchasing Decisions.

Keywords: Price Perception, Celebrity Endorsement, Service Quality, Purchase Decision.