RT Journal Article
A1 Nakata Wardhana
A1 Dandi Putra Firman
A1 Vivian  Permata Sari 
A1 Winestri Sekar Dewanti 
A1 Muhammad  Tzarnofik Kamil 
A1  Aurelia Naree Utama 
A1 Andre Louis
A1 Fadilla Genta Alamsyah 
A1 Tiffany
T1 Analysis of the impact of price, promotion, and service quality on Starbucks sales
JF PRIVIET MULTIDISCIPLINARY JOURNAL
YR 2026
VO 1
IS 1
SP 40-61
DO 10.55942/pmj.v1i1.79
AB This study aims to analyze the effect of price, promotion, and service quality on sales performance at Starbucks. A quantitative research approach was employed using primary data collected through structured questionnaires distributed to 40 respondents. The data were analyzed using statistical methods, including validity and reliability testing, normality and homogeneity tests, and hypothesis testing through Analysis of Variance (ANOVA). The results of the validity test indicate that all measurement items for price, promotion, and service quality are valid, with correlation values exceeding the critical threshold. Reliability testing using Cronbach’s Alpha shows that all variables are reliable, with values above 0.7. Furthermore, the normality test confirms that the data are normally distributed, while the homogeneity test indicates that the variance among groups is equal, satisfying the assumptions required for ANOVA. The findings from the ANOVA analysis reveal that there is no significant difference in sales performance resulting from variations in price, promotion, and service quality. This suggests that changes in these variables do not significantly influence Starbucks sales within the observed sample. The results imply that factors such as brand strength, customer loyalty, and perceived value may play a more dominant role in determining purchasing behavior. In conclusion, Starbucks sales performance appears to be relatively stable and not highly sensitive to changes in price, promotion, and service quality. Therefore, maintaining consistency in these variables may be more effective than implementing frequent adjustments that could increase operational costs without significantly improving sales outcomes.
K1 price, promotion, service quality, sales performance, customer behavior, anora, marketing strategy
LK https://www.journal.privietlab.org/index.php/PMJ/article/view/79
ER