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Abstract
This study aims to analyze the influence of the CPI Makassar area location on consumer purchase decisions at Starbucks Sunset Quay CPI. The approach used in this research is quantitative, with data collected through questionnaires involving a number of respondents who are customers of Starbucks Sunset Quay CPI. Data analysis was conducted using the Statistical Package for the Social Sciences (SPSS) software. The analysis process includes a measurement model to link indicators with the measured constructs and a structural model to test the relationships between constructs.
The results of the study show that the location of the CPI Makassar area has a positive and significant influence on consumer purchase decisions. These findings indicate that the location factor plays an important role in consumers’ decisions to visit and make purchases at Starbucks Sunset Quay CPI. This research provides implications for Starbucks to continue leveraging the advantage of its location as a marketing strategy and to enhance customer comfort and experience. The limitation of this study lies in its focus on a single main variable and a quantitative approach that does not explore other potential factors influencing consumer purchase decisions. Therefore, future research is recommended to include additional variables such as service quality
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References
- Basu Swastha, M., & Pemasaran. (2012). BAB II (p. 34). CV. Pustaka Setia.
- Bizsense.id. (2024, Desember 15). Bisnis coffee shop di Indonesia tahun 2025: Peluang, tantangan, dan masa depan.
- Mustain, H. L. (2012). Analisis Pengaruh Strategi Positioning terhadap Keputusan Pembelian pada Konsumen Starbucks Coffee di Makassar. Universitas Hasanuddin.
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- Nunnally, J. C., & Bernstein, I. H. (1994). Psychometric theory (3rd ed.). New York: McGraw-Hill. Huff, D. L., & McCallum, B. M. (2008). Calibrating the Huff Model using ArcGIS Business Analyst.
- ESRI White Paper.
- Kotler, P., & Keller, K. L. (2016). Marketing Management (15th ed.). Pearson Education.
- Putra, G. P., & Sukaatmadja, I. P. G. (2019). Pengaruh Gaya Hidup dan Kualitas Produk terhadap Keputusan Pembelian Konsumen Kedai Kopi. E-Jurnal Manajemen Universitas Udayana, 8(4), 2512–2539.
- Schiffman, L. G., & Wisenblit, J. L. (2015). Consumer Behavior (11th ed.). Pearson Education. Swastha, B. (2002). Manajemen Pemasaran Modern. Yogyakarta: Liberty.
- Zubaidah. (2021). Perilaku Konsumen: Teori dan Implikasi dalam Pemasaran. Jurnal Ilmu Ekonomi dan Bisnis Islam, 9(2), 103–112.
References
Basu Swastha, M., & Pemasaran. (2012). BAB II (p. 34). CV. Pustaka Setia.
Bizsense.id. (2024, Desember 15). Bisnis coffee shop di Indonesia tahun 2025: Peluang, tantangan, dan masa depan.
Mustain, H. L. (2012). Analisis Pengaruh Strategi Positioning terhadap Keputusan Pembelian pada Konsumen Starbucks Coffee di Makassar. Universitas Hasanuddin.
Zubaidah. (2021). Pengaruh kualitas produk dan citra merek terhadap keputusan pembelian konsumen pada Rumah Makan Sri Melayu di Kota Palembang. Jurnal Manajemen, 9(2), 119–132.
Nunnally, J. C., & Bernstein, I. H. (1994). Psychometric theory (3rd ed.). New York: McGraw-Hill. Huff, D. L., & McCallum, B. M. (2008). Calibrating the Huff Model using ArcGIS Business Analyst.
ESRI White Paper.
Kotler, P., & Keller, K. L. (2016). Marketing Management (15th ed.). Pearson Education.
Putra, G. P., & Sukaatmadja, I. P. G. (2019). Pengaruh Gaya Hidup dan Kualitas Produk terhadap Keputusan Pembelian Konsumen Kedai Kopi. E-Jurnal Manajemen Universitas Udayana, 8(4), 2512–2539.
Schiffman, L. G., & Wisenblit, J. L. (2015). Consumer Behavior (11th ed.). Pearson Education. Swastha, B. (2002). Manajemen Pemasaran Modern. Yogyakarta: Liberty.
Zubaidah. (2021). Perilaku Konsumen: Teori dan Implikasi dalam Pemasaran. Jurnal Ilmu Ekonomi dan Bisnis Islam, 9(2), 103–112.