The Role of Social Influence Towards Purchase Intention With Value Perception as Mediator: A Study on Starbucks Coffee as an Environmentally Friendly Product

Abstract

This study aimed to examine the effects of social influence both directly and indirectly on purchase intention of Starbucks as an environmentally friendly product. This study used a survey method. The respondents consisted of 100 Starbucks consumers. A convenience sampling technique was used. The data was collected using questionnaires and analyzed using Partial Least Square-Structural Equation Modeling. The results showed that social influence had a direct effect on purchase intention, but did not have an indirect effect through perceived value.