Factor influencing purchase intention of Starbuck's coffee among customer in Kota Kinabalu / Nor Azrine Johari

Johari, Nor Azrine (2014) Factor influencing purchase intention of Starbuck's coffee among customer in Kota Kinabalu / Nor Azrine Johari. [Student Project] (Unpublished)

Abstract

The purpose of this project paper is to study the factors influencing purchase intention of Starbuck's Coffee among customer in Kota Kinabalu. The researcher is focusing on the brand equity elements which are brand loyalty, brand awareness, brand association and perceived quality. Quantitative data collection method and the simple random sampling is used to aid the research. 87 questionnaires will be distributed to the respondents and will be analyzed by using the SPSS software. The research is conducted at Starbuck's Coffee Warisan Square Kota Kinabalu.

Metadata

Item Type:	Student Project
Creators:	Creators Email / ID Num. Johari, Nor Azrine UNSPECIFIED
Subjects:	H Social Sciences > HF Commerce > Marketing > Marketing research. Marketing research companies. Sales forecasting > Market surveys. Including brand choice. Brand loyalty H Social Sciences > HF Commerce > Consumer behavior. Consumers' preferences. Consumer research. Including consumer profiling H Social Sciences > HF Commerce > Consumer satisfaction
Divisions:	Universiti Teknologi MARA, Sabah > Kota Kinabalu Campus > Faculty of Business and Management
Programme:	Bachelor of Business Administration (Hons) Marketing
Keywords:	Starbuck's Coffee; Purchase intention; Customer buying behavior
Date:	December 2014
URI:	https://ir.uitm.edu.my/id/eprint/50546