Open AccessSTRATEGI PENENTUAN LOKASI GLOBAL PERUSAHAAN (STUDI KASUS DI STARBUCKS JAKARTA)
Author(s) -
Sylvia Sari Rosalina
Publication year - 2018
Publication title -
bisma
Language(s) - English
Resource type - Journals
eISSN - 2623-0879
pISSN - 1978-3108
DOI - 10.19184/bisma.v12i2.7893
Subject(s) - business , corporation , business administration , profit (economics) , marketing , sample (material) , descriptive statistics , product (mathematics) , distribution (mathematics) , advertising , economics , finance , statistics , mathematics , chemistry , geometry , chromatography , microeconomics , mathematical analysis
The purpose of this study is to analyze consumer perceptions towards the location strategy used by Starbucks Corporation in Jakarta, Indonesia. The sample consists of 90 Starbucks consumers in Jakarta. This study uses descriptive analysis based on the results of the questionnaires distribution on respondents. The results show that the location strategy used by Starbucks Corporation in Jakarta has significant effect in increasing the number of customers and the product value which resulting in the increased company profit.
Keywords: Location Strategy, Starbucks, Indonesia