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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.

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