Repeat Purchase Intention of Starbucks Consumers in Indonesia: A Green Brand Approach

This study develops and tests the repeat purchase intention model (with a green brand approach). The model considers four determinants; perceived image, satisfaction, trust, and attitude. The model is tested using data and a survey of 203 Starbucks customers in Indonesia. The analysis was carried ou...

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Bibliographic Details
Published inTržište Vol. 27; no. 2; pp. 189 - 202
Main Authors Farida, Naili, Ardyan, Elia
Format Journal Article
LanguageEnglish
Published CROMAR (Hrvatska zajednica udruga za marketing) i Ekonomski fakultet Zagreb 2015
CROMAR (Croatian Union of Marketing Associations) and Faculty of Economics and Business Zagreb
Faculty of Economics & Business, Zagreb, CROMAR (Croatian Union of Marketing Associations)
Subjects
behavior
Economy
repeat purchase intention
satisfaction
trust
trust
image
repeat purchase intention
satisfaction
behavior
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Summary:This study develops and tests the repeat purchase intention model (with a green brand approach). The model considers four determinants; perceived image, satisfaction, trust, and attitude. The model is tested using data and a survey of 203 Starbucks customers in Indonesia. The analysis was carried out by employing Structural Equation Modeling. The data was processed with AMOS 21. The results confirm that the company’s green brand image is positively and significantly related to consumer satisfaction, trust, and attitude. On the other hand, consumer satisfaction and trust are shown to have insignificant influence on repeat purchase intention.
ISSN:0353-4790
1849-1383