Customer Journey Model of Starbuck’s Customer of Generation Y

Abstract

This research aimed to study: 1) levels of marketing mix and purchase decision goods and services; 2) compare purchase decision goods and services classified by personal factors; and 3) marketing mix influences on purchase decision goods and services. This research is quantitative. The tool for research is a questionnaire that collected data from 400 people who decided goods and services within Starbucks for generation Y through nonprobability sampling and accidental sampling. The statistics in this research were frequency, percentage, mean, standard deviation, t-test, F-test, and multiple regression analysis by the enter method.

The research results revealed that: 1) marketing mix and purchase decision goods and services were at a high level with an average of 4.16 and 4.09, and a standard deviation of .581 and .678 respectively; 2) personal factors by education and income per month had an effect on purchase decision goods and services within Starbucks of generation Y at a statistically significant level of .05; and 3) factor marketing mix can predict the influence of purchase decision goods and services within Starbucks of generation Y at a value of 84.30 percent (R²=.843)