The Role of Social Influence Towards Purchase Intention With Value Perception as Mediator: A Study on Starbucks Coffee as an Environmentally Friendly Product

DOI

10.2991/aebmr.k.200626.034How to use a DOI?

Keywords

environmentally friendly products, purchase intention, social influence, perceived value

Abstract

This study aimed to examine the effects of social influence both directly and indirectly on purchase intention of Starbucks as an environmentally friendly product. This study used a survey method. The respondents consisted of 100 Starbucks consumers. A convenience sampling technique was used. The data was collected using questionnaires and analyzed using Partial Least Square-Structural Equation Modeling. The results showed that social influence had a direct effect on purchase intention, but did not have an indirect effect through perceived value.

Copyright

© 2020, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Miharni Tjokrosaputro
AU  - Cokki Cokki
PY  - 2020
DA  - 2020/06/29
TI  - The Role of Social Influence Towards Purchase Intention With Value Perception as Mediator: A Study on Starbucks Coffee as an Environmentally Friendly Product
BT  - Proceedings of the 8th International Conference on Entrepreneurship and Business Management (ICEBM 2019) UNTAR
PB  - Atlantis Press
SP  - 183
EP  - 189
SN  - 2352-5428
UR  - https://doi.org/10.2991/aebmr.k.200626.034
DO  - 10.2991/aebmr.k.200626.034
ID  - Tjokrosaputro2020
ER  -