FACTORS INFLUENCING PURCHASE INTENTION OF GENERATION Z AT STARBUCKS KEMANG PRATAMA BEKASI

Abstract

This research purposes is to determine the factors that influence the purchase intentions especially in generation Z at Starbucks Kemang Pratama Bekasi. This research has applied the random sampling method and where the researcher got the data from the questionnaires that have been distributed to 200 respondents in Starbucks Kemang Pratama. This research use quantitative research in processing and analysing the data. An empirical evidence of this research explained that Place and Price has no influence (not significant) to Purchase Intentions in generation Z at Starbucks Kemang Pratama. Meanwhile, the Brand Image and Store Layout and Environments have an influence (significant) to Purchase Intentions in generation Z at Starbucks Kemang Pratama. For simultaneously, all of the independent variables have significant effect to Purchase Intentions.