THE EFFECT OF BRAND EQUITY ON CONSUMER BUYING BEHAVIOR IN STARBUCKS MANADO TOWN SQUARE
Abstract: Brand equity is an
intangible value of brand that may lead to premium pricing. Nowadays, there are
so many coffee shops in Manado, whether they are traditional or modern ones.
Each coffee shop has their own popularity that makes the competition within the
industry even tighter day by day, including Starbucks which is known for having
high brand equity. The study aimed to analyze the effect of brand equity on
consumer buying behavior in Starbucks Manado Town Square (MTS). This research
was done by using quantitative method, and processed using multiple regression
analysis. The data were gathered from 100 respondents. The result shows that
all the variables of brand equity simultaneously influence the consumer buying
behavior in Starbucks Manado Town Square. Brand awareness, perceived quality,
and brand loyalty have significant and positive influence on consumer buying
behavior in Starbucks Manado Town Square, whereas brand association has no significant
and positive influence on consumer buying behavior in Starbucks Manado Town
Square. For the company management, it is recommended to improve brand equity
so it can be the first choice of coffee shop in consumers’ mind.
Author: Janet Devina Koapaha,
Johan Tumiwa
Journal Code: jpmanajemengg160090
