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

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Farida N., Ardyan E.

Market - Tržište

2015

vol. 27

issue 2

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.

U radu se razvija i testira model namjere ponovljene kupovine (iz perspektive zelene marke). U modelu se razmatraju četiri čimbenika, a to su: percipirani imidž, zadovoljstvo, povjerenje i stav. Model je testiran korištenjem podataka dobivenih iz Indonezije anketiranjem 203 potrošača marke Starbucks. Analiza je provedena primjenom SEM-a, tj. modeliranjem strukturnih jednadžbi. Podaci su obrađeni statističkim softverom AMOS-21. Rezultati potvrđuju kako je imidž zelene marke pozitivno i značajno povezan sa zadovoljstvom potrošača, povjerenjem i stavom. S druge strane, zadovoljstvo potrošača i povjerenje nemaju značajan utjecaj na namjeru ponovljene kupovine.

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