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

• Main Author: Johari, Nor Azrine
• Format: Student Project
• Language: English
• Published: 2014
• Subjects: Market surveys. Including brand choice. Brand loyalty; Consumer behavior. Consumers' preferences. Consumer research. Including consumer profiling; Consumer satisfaction
• Online Access: https://ir.uitm.edu.my/id/eprint/50546/1/50546.pdf; https://ir.uitm.edu.my/id/eprint/50546/

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...