Abstract
This research aims to examine the effect of store image dimensions on the purchase intention at Starbucks in East Java moderated by merchandise. The store image dimensions used are price, customer service, and store atmosphere. This is an explanatory research that describes the status of all the variables using a quantitative approach. The population of this research consists of Starbucks in East Java customers. The sampling technique used is non-probability sampling with a purposive sampling method. The data source for this research is primary data obtained directly from respondents through an online questionnaire. Data were collected via Google Forms, resulting in 230 respondents. Data analysis was conducted using Partial Least Square analysis with SmartPLS software version 3.29. The results of the study show: price has a positive and significant effect on purchase intention, customer service has a positive and significant effect on purchase intention, store atmosphere has a positive and significant effect on purchase intention, merchandise does not moderate the effect of price on purchase intention, merchandise does not moderate the effect of customer service on purchase intention, merchandise does not moderate the effect of store atmosphere on purchase intention.
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