Brand Image and Trust Shape Starbucks Purchasing Decisions in Jakarta, Study Finds
A recent study by researchers from Universitas Pembangunan Nasional Veteran Jakarta found that brand image, brand trust, and pricing significantly influence consumer purchasing decisions at Starbucks Indonesia in Jakarta. The research was conducted by Tammy Jovanka Chandraguna Gili together with academic collaborators Pusporini, Dwi M, and Pahlawan, and was published in 2026 in the Indonesian Journal of Economic & Management Sciences. The findings provide new insight into how consumers evaluate global coffee brands in Indonesia’s increasingly competitive café industry.
The study comes at a time when Indonesia’s coffee market is experiencing rapid growth. Coffee consumption has become part of modern urban lifestyle culture, especially among young consumers in large cities such as Jakarta. International brands like Starbucks now compete directly with local coffee chains that offer lower prices, strong digital marketing, and products tailored to Indonesian tastes.
At the same time, the coffee shop industry faces major challenges. Public discussions about global brand reputation, economic uncertainty, online consumer trends, and even boycott-related controversies have affected customer perception toward international coffee companies. Under these conditions, maintaining consumer trust and a strong brand image has become increasingly important for companies operating in Indonesia’s retail beverage market.
The researchers analyzed purchasing behavior among Starbucks Indonesia consumers living in Jakarta who had purchased Starbucks products within the previous six months. The study used a quantitative survey approach involving consumer questionnaires distributed to respondents in the Jakarta metropolitan area.
Researchers focused on three main variables believed to influence purchasing decisions:
- Brand image
- Brand trust
- Price perception
The collected data were then analyzed statistically to determine how strongly each factor affected customer decisions to purchase Starbucks products.
The findings revealed that brand image plays a major role in influencing Starbucks purchasing decisions. Consumers who viewed Starbucks as modern, premium, trendy, and internationally reputable were more likely to purchase its products despite relatively high prices.
According to the study, Starbucks has successfully built a strong emotional connection with consumers through store atmosphere, consistent branding, customer personalization, and social lifestyle positioning. Many consumers no longer view Starbucks simply as a coffee provider, but also as a symbol of lifestyle and social identity.
The research also found that brand trust significantly affects purchasing decisions. Consumers who believe Starbucks consistently delivers quality products and reliable service are more likely to make repeat purchases.
Researchers noted that trust becomes especially important in highly competitive markets where consumers have many alternatives. Jakarta consumers often compare Starbucks with rapidly growing local coffee chains that offer lower prices and aggressive promotions. In such competition, customer trust can determine whether consumers remain loyal to an established brand.
The study further highlighted the influence of pricing on consumer decisions. Although Starbucks products are generally more expensive than local coffee brands, many consumers still consider the price acceptable because they associate the brand with higher product quality, comfort, and prestige.
Researchers explained that price perception is closely linked to brand image. Consumers are often willing to pay more when they believe the product delivers emotional value, social status, and consistent quality.
The research also reflects broader changes in Indonesian urban consumer culture. Coffee shops are no longer seen only as places to buy drinks. Many consumers now use cafés as social spaces, workplaces, meeting locations, and lifestyle destinations. This shift has increased the importance of branding and customer experience in the coffee business.
Several external issues surrounding Starbucks Indonesia also formed part of the broader industry context discussed in the research. The study referenced growing competition between international and local coffee chains, changing consumer behavior during economic uncertainty, and the impact of public controversies on global brands.
The researchers emphasized that maintaining a positive brand image requires more than advertising alone. Companies must consistently provide quality products, maintain customer trust, and communicate transparently with consumers.
According to Tammy Jovanka Chandraguna Gili and colleagues from Universitas Pembangunan Nasional Veteran Jakarta, consumer purchasing decisions are strongly influenced by emotional and psychological perceptions attached to a brand, not merely by functional product value.
The findings have important implications for Indonesia’s food and beverage industry. For international coffee brands, the research highlights the importance of protecting consumer trust and strengthening emotional connections with customers. In a competitive market, branding strategy can become as important as product quality itself.
For local coffee businesses, the study demonstrates that consumers increasingly value brand experience and emotional engagement. Local brands seeking to compete with global companies may benefit from investing in stronger branding, customer service, and community-based marketing strategies.
The research may also help policymakers and business analysts better understand changing consumer behavior in Indonesia’s urban economy. Younger consumers are increasingly influenced by lifestyle identity, digital culture, and social media visibility when making purchasing decisions.
In the education sector, the study offers valuable insight for marketing and business students studying consumer behavior, brand management, and retail strategy. The research illustrates how psychological factors such as trust and image can directly influence purchasing outcomes in highly competitive industries.
The researchers acknowledged several limitations in the study. The survey only involved Starbucks consumers living in Jakarta, meaning the findings may not fully represent consumer behavior in other Indonesian regions. The study also focused only on brand image, brand trust, and price variables without examining additional factors such as customer experience, service quality, social influence, or perceived value.
Future research was recommended to compare Starbucks with local coffee brands and digital coffee platforms in order to better understand changing consumer preferences in Indonesia’s evolving café industry.
Author Profile
- Tammy Jovanka Chandraguna Gili is a researcher affiliated with Universitas Pembangunan Nasional Veteran Jakarta specializing in marketing management, consumer behavior, and brand strategy.
- Pusporini is an academic researcher focusing on marketing communication and business management in Indonesia’s retail sector.
- Dwi M is a researcher with expertise in quantitative business analysis and consumer purchasing behavior.
- Pahlawan is an academic contributor specializing in strategic marketing and brand development studies.
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