Title: The influence of product innovation, brand image, and physical evidence to purchase decision and WOM of Starbucks in Jakarta

Authors: Sri Wahyuni

Addresses: Asian Banking Finance and Informatics Institute (ABFII) Perbanas Jakarta, Jl, Perbanas, Karet Kuningan, Setiabudi Jakarta Selatan, 12940, Indonesia

Abstract: Purchase decision and WOM of product were essential parts of marketing. Once a customer decides to buy a product then shares positive WOM towards the product. The purchase decision and WOM conducted by the customers create some advantages for the company. The customers of Starbucks Jakarta are the object of this study. Questionnaires, as the primary data used in this study, were disseminated to 120 respondents. The data collection method used purposive sampling method. While AMOS program was used to test the hypotheses. This study had six research hypotheses; four of them showed positive and significant effects, only two of the hypotheses showed no positive influence. Product innovation and physical evidence gives significant influence towards purchase decision and WOM. However, brand image did not influence purchase decision and WOM. This study was expected to give implication towards the company and the marketers to develop the brand image by creating marketing activities.

Keywords: product innovation; brand image; physical evidence; purchase decision; WOM.

DOI: 10.1504/MEJM.2019.097812

Middle East Journal of Management, 2019 Vol.6 No.2, pp.123 - 138

Received: 21 Jun 2017
Accepted: 26 Dec 2017

Published online: 07 Feb 2019 *

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