Abstract

The dynamics of generational consumer behavior in this millennium are very diverse, so this study aims to see the impact of a well-designed servicescape on purchasing decisions at Starbucks Benton. This impact is assessed from discounts, brand image, service quality, purchases made by Starbucks Benton on the intended product decision. Data collection will be carried out by distributing questionnaires to Starbucks customers, both by online using the Google application technology. Determination of the sample according to the theoretical criteria suggested. Data processing and analysis techniques in this paper used the SEM-AMOS statistical applications. As a conclusion, this study proves that the discount provided by Starbucks Benton influences purchasing decisions. On the other hand, the Starbucks brand image has a consumer appeal for purchasing decisions, that cape service is considered by consumers as another thing that influences purchasing decisions and the quality of service when visiting a place of purchase at Starbucks Benton Tangerang influences the purchasing decisions because of the advantages of different services and the convenience environment of the places with greening area.