DOMINANT FACTORS OF SERVICE QUALITY TO STIMULATE PURCHASE INTENTION: STUDY OF STARBUCKS IN JAKARTA

Abstract

Service Quality is the difference between consumer perceptions and their expectation that believed to be the important thing to stimulate purchase intention. This study aims to identify the dominant factors of the service quality to stimulate consumer purchase intention. The Service Quality theory from Parasuraman (1998) that comprises five variables namely Tangible, Reliability, Responsiveness, Assurance and Empathy is utilized in this research using quantitative method to measure the service quality in a coffee shop areas. The study is conducted at Starbucks coffee, Jakarta, Indonesia with 25 statements of questionnaire constructed that was distributed to the total of 126 respondents that selected using purposive sampling method. The statistical analysis was done using the Statistical Package for Social Science (SPSS) Version 23.0 and used the factor analysis method that resulted three dominant factors of service quality that stimulate consumer purchase intention in a coffee shop namely, Assurance, Customer Oriented and Third-Place.