The Influence of Brand Image and Perceived Product Quality on Purchase Intention of Starbucks Ready-to-Drink Products
Abstract
This empirical study examines the determinants of purchase intention toward Starbucks Ready-to-Drink (RTD) products in the Surabaya market by focusing on the roles of brand image and perceived product quality. The study was motivated by Starbucks' expansion into the packaged coffee segment, which has different consumer dynamics from conventional in-store cafe consumption. A quantitative approach was applied by distributing online questionnaires to 121 respondents in Surabaya who were aware of the Starbucks brand and had an intention to buy Starbucks RTD products. The data were analyzed using multiple linear regression with SPSS. The findings show that perceived product quality has a positive and significant effect on purchase intention, whereas brand image has no significant effect. These results indicate that consumers evaluate ready-to-drink coffee more through tangible performance attributes, such as safety, consistency, taste, ingredients, and packaging, than through the reputation of the parent brand alone. Therefore, companies in the RTD coffee industry should maintain and improve functional product quality to encourage consumer purchase intention. This study contributes to consumer behavior literature by emphasizing the role of perceived quality in purchase intention within the competitive RTD beverage market.
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