Abstract

This study aims to determine the effect of Brand Awareness, Perceived Quality, Brand Loyalty on Purchase Intention of global brand coffee drinks, namely, Starbuck. People's buying behavior is influenced by these various conditions. Data collection was done using electronic questionnaire where a series of indicators. 298 respondents that participated in this research are Indonesian citizens that lives in Jakarta Area and Outside Jakarta area and therefore the data gathered from the respondents. The data is tested through reliability tests and validity shows valid and reliable. Based on the formation of the econometric model and hypothesis, robustness regression was carried out. The test results prove that the Brand Awareness, Perceived Quality, Brand Loyalty influences the Purchase Intention significantly. The results of this study also suggest that increasing of consumer’s brand awareness, consumer’s perceived quality, consumer’s brand loyalty intensively to achieve specific sales targets.