Abstract
The purpose of this article is to determine the relationship between corporate reputation elements (products and services, customers’ orientation, social responsibilities of Starbucks, generate positive feeling of people, leadership and innovation and ethical of Starbucks) on Muslim consumers’ purchase intention. The data were collected through a survey from 380 Starbucks’ customers in Putrajaya. The results show that leadership and innovation is the most agreed element of corporate reputation in Starbucks. The result showed that all the elements of corporate reputation had the significant relationship with purchase intention of customers. However, the elements of generate positive feeling was the most important elements in corporate reputation that have strong relationship with purchase intention. However, the elements of religion showed a strong significant relationship and play important role on purchase intention of consumers. The elements of religion seem not important for consumers. Even though there are some issues regarding halal, consumers do not pay much attention on that.
Highlights
Coffee consumption in Malaysia has become very popular, as coffee became one of the common choices for beverage (Yee, Mun, Yee & Ling, 2014)
Based on the above discussion, this study aims to determine the relationship between reputation elements on Muslim consumers’ purchase intention
The findings revealed that all aspects of corporate reputation had a substantial and sturdy relationship with customer purchase intent
Summary
Coffee consumption in Malaysia has become very popular, as coffee became one of the common choices for beverage (Yee, Mun, Yee & Ling, 2014). There are many noticeable coffee outlets in towns and cities since the last few years and there is a strong traction of a hot cup of coffee among professionals and the young (Lee, 2007) This phenomenon lead to the booming of the coffee cafes in Malaysia such as Old Town, McCafe, Gloria Jeans, Dome, Starbucks, Coffee Bean and Tea Leaf (Hashim, Ruslan & Haque, 2015). Its immense popularity brought Starbucks Malaysia to introduce their first drive-thru concept store in December 2009 in Johor Bahru. Besides that, they opened their first suburban store in 2012 at Seri Manjung, Perak. Starbucks has 24 drivethru concept stores penetrating Perak, Johor, Pahang, Penang and Klang Valley area (Berjaya Food Berhad, n.d)
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