The Impact of Consumer Behavior on Purchasing Decisions: A Case Study of Starbucks Customers at MSU Alam Syah, Malaysia

The advancement of technology has driven economic growth in a positive direction. On the other hand, the impact of technological development has also influenced changes in consumer behavior when making decisions. Therefore, this shift in consumer behavior must be accompanied by effective strategies to maintain market share. This research is designed to examine the relationship between consumer behavior as reflected in the factors influencing decision-making in product selection, assess the extent to which brand trust affects these decisions, and evaluate the impact of word-of-mouth communication techniques on consumer choice in product selection. The researcher found that there is a correlation and influence between consumer purchasing decisions and the factors that affect them. With factors such as psychological, economic, and social aspects, consumers are able to make decisions to purchase Starbucks products. Moreover, the study results also show a significant influence of brand trust, as trust in a product that has been established in society plays a crucial role. The influence of brand trust in Starbucks products has been embedded due to the consistent quality provided by the product, thereby fostering public trust in the Starbucks brand. This research also investigated and proved that there is a positive correlation between consumer purchasing decisions and word-of-mouth, as this variable represents authentic reviews and feedback shared by consumers who have directly experienced the product. Their feedback and experiences generate interest, ultimately leading to a decision to choose Starbucks products.