Volume 7, Issue 9, September – 2022 International Journal of Innovative Science and Research Technology

ISSN No:-2456-2165

Influence of Customer Relationship

Management Program on Purchase
Interest at Starbucks in Application Use
¹ Mochamad Ahmadi ² Wijayanti Dewi Prabandari
Hotel Management Departement Hotel Management Departement
Trisakti School of Tourism Trisakti School of Tourism
Jl IKPN Bintaro, Tanah Kusir Jakarta Selatan, Indonesia Jl IKPN Bintaro, Tanah Kusir Jakarta Selatan, Indonesia

³ Ervina Taviprawati
Hotel Management Departement
Trisakti School of Tourism
Jl IKPN Bintaro, Tanah Kusir Jakarta Selatan, Indonesia

Abstract:- This research is submitted in hopes of helping internet in doing business. The internet also makes it easier
the reader in searching information about Application to communicate from one location to another, making it easier
Starbucks Indonesia and as terms for the researcher to for virtual teams to develop, produce and market products.
get a bachelor degree.In this research, a method that used
is descriptive quantitative with simple linear regression. Behind the convenience and advantages of The 4.0
The questioner is spread by a Google form system with 111 industrial revolution, there are weaknesses, including the
total people of respondent with 17 statements. In this threat of unemployment of workers, because nowadays it is
research it looks like that Application Starbucks completely automated and there are also many fake news or
Indonesia user with a CRM program on buying interest hoaxes due to the easy dissemination of information,
at Starbucks Pos Pengumben is 44,5%. CRM (Customer therefore on the other hand there is a need for resource
Relationship Management) variable in this Application development. Human or humanities so that these negative
Starbucks Indonesia in Starbucks Pos Pengumben has an impacts can be suppressed.
average score of X 4,571 that mean is very good. In buying
interest variable at Starbucks that has an average score of In 2020, technology is very supportive in everyday life,
Y 4,54 that mean is very good. different from the previous 10 years, where service
applications such as delivering food, goods and people to
Keywords:- CRM (Customer Relationship Management), their destination are still not popular in smartphone
Application Starbucks Indonesia, Buying Interest, applications as well as electronic payments. Currently, there
Application. are many mainstay applications such as OVO, DANA, GO-
PAY, JENIUS and M-BANKING BCA.
I. INTRODUCTION
With the emergence of these applications and over time,
Along with the advancement of human Civilization, many food and beverage outlets have created special
life and human needs continue to experience changes as if applications for their own outlets to make it easier for
there is no end. Technological advances play a major role in consumers to use these applications.
human life. Along with the development of technology,
humans are also evolving and adapting to changes that occur In addition to being easier and more Practical to
today to meet the needs of food, lifestyle and many other use, consumers also get the latest information about products
things. So that the most advanced technology is, the more and attractive benefits. This has prompted Starbucks
people need these things to facilitate future. Indonesia to create an application to help consumers buy
Starbucks products.
The development of technology in the Industrial
revolution 4.0 is growing very rapidly, which changes the Currently, coffee consumption has become a trend in the
behavior and attitudes of the community in general in meeting daily life of Indonesian people. Not only coffee, there are
needs, thus creating new business opportunities, and making also other trending drinks such as bubble drinks, tea drinks
it easier for people to sell online. and more, which can be found from low-end, middle-class
and high- end brands such as Starbucks.
By selling online, communication between sellers and
buyers become very easy and smooth, so that Starbucks places their stores as premium Brands that
misunderstandings can be resolved quickly, well and easily, rely on the unique taste of coffee, they not only focus on
this opportunity is realized by business people to use the products but also facilities and a comfortable place.

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Volume 7, Issue 9, September – 2022 International Journal of Innovative Science and Research Technology
ISSN No:-2456-2165
In order to make it easier for customers, Starbucks The point of this theory is that consumers always feel
issued the Starbucks Indonesia application in which there was interested in finding the latest information on the product.
a Starbucks card which was originally a physical card. This
Starbucks Indonesia application is included in CRM  Buying Interest Aspect
(Customer Relationship Management) with the aim of According to Levisa (2020) said that the aspects
managing the sales process from pre-sales to post-sales contained in buying interest include:
within the company to get responses from consumers. In the  Attention, namely the existence of great attention from
Starbucks Indonesia application, which can be downloaded consumers to a product, either goods or services.
from the Playstore and App Store for free, in this application,  Interest, namely after the attention it will arise a sense of
consumers can register their personal data and create an interest in consumers.
electronic card to pay, without the need to pay with physical  Desire, namely the feeling to want or have a product.
money and access information at Starbucks in Indonesia.  Confidence, namely the individual's belief in the product,
causing a decision (final process) to obtain it with an
This electronic payment system on the Starbucks action called buying.
Indonesia Application is very useful for the community,  Decisions, namely consumer behavior in making buying
especially coffee lovers. During this Covid-19 pandemic, decisions considering what goods and services to buy,
the government in Indonesia implemented a PSBB where, when, how, in what amount, and why to buy these
(Large-Scale Social Restriction) policy to prevent the spread products.
of the Covid-19 virus, therefore many companies and traders
are using applications to sell online.  Stages of Buying Interest
According to Binalay et. al (2016), in the stages of
 Theory of Basic consumer buying interest there is a concept, namely the
 Understanding Buying Interest AIDA concept including:
Buying interest is the tendency of consumers to buy a
brand or take actions related to purchases as measured by the  Attention
level of possibility of consumers to make purchases The initial stage in assessing a product or service that
according to Dadan Mubarok (2016). is needed by prospective customers, where at this stage
the prospective customer learns the value of the products /
According to Adi & Widiyanto (2013) Explaining services offered.
the definition of buying interest is an integration process that
combines knowledge to evaluate two or more alternative
 Interest
behaviors and choose one of them. The result of this Interest of prospective customers arises after getting
integration process is a choice, which is presented cognitively more detailed information observing the product / service.
as a desire to behave.
 Desire
According to Wicaksono (2015) buying interest is
Prospective customers think about and discuss what
an impulse that arises in a person to buy goods or services in
causes the desire and desire to buy the products / services
order to fulfill their needs.
offered. In this stage, prospective customers must advance
and level from just being interested in the product. This
 Buying Interest Indicator
stage is characterized by a strong desire from potential
In the buying interest indicator, the researcher uses
customers to buy and try the product.
Helmi's (2016) indicators, the indicators are as follows:
 Action
 Transactional interest, namely the tendency of a person
Make passive decisions on bids. At this stage,
to buy a product. That is, consumers already have an
prospective customers who have visited the company will
interest in making a purchase of a certain desired product.
have a level of stability in buying or using a product offered.
 Referential interest, namely the tendency of a person
to refer products to others, the point is where when a Phase Customer Relationship Management (CRM)
consumer buys a product and is satisfied with the According to Purwanto et. al (2018), CRM consists of the
product he gets and the consumer recommends the
following phases:
product to others.
 Get new customers (Acquire): New customers are
 Preferential Interest, which is an interest that describes
obtained by providing easy access to information,
the behavior of someone who has a main preference for
new innovations, and attractive services
the product, meaning that consumers will return to buy
 Increasing customer value (Enhance): The company
products that have been made a top priority even though
seeks to establish relationships with customers through
there are many other products.
providing good service to its customers (customer
 Explorative Interest, namely this buying interest
service).
describes the behavior of someone who is always looking
 Retain existing customers (Retain): Retain profitable
for information about the product he is interested in and
customers, by offering what is needed by specific
looking for information to support the positive
customers rather than what is needed by market customers,
characteristics of the product.
because the value of the product or service to customers

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Volume 7, Issue 9, September – 2022 International Journal of Innovative Science and Research Technology
ISSN No:-2456-2165
is the proactive value that best suits their needs. The focus  Economic conditions, namely the economic
of the company at this time is how to retain existing condition of a person can be seen from the level of income
customers will definitely provide benefits for the company that can affect the choice of products.
rather than how to get new customers that are not  Lifestyle, which can be interpreted as a person's pattern
necessarily profitable. of life that is revealed in his activities, interests and
opinions that are formed through a social class and work..
 Factors Influencing Buying Interest  Personality and Self-Concept, namely personality is a
According to Widiastuti (2017) explains that there psychological characteristic that distinguishes each person
are several factors that influence consumer buying interest, while the self-concept is more towards self-image.
namely as follows:
 Differences in work, meaning that with differences  Psychological Factors
in one's work it can be estimated that interest in the level  Motivation, which is a need that is strong enough to
of work he wants to achieve, the activities carried out, the direct a person to seek satisfaction with that need.
use of his free time, and others.  Perception, namely the process of individuals
 Socio-economic differences, meaning that someone who selecting, formulating, and interpreting input information
has a high socioeconomic status will more easily achieve from the five senses to create a meaningful picture of the
what he or she wants than someone with a low world.
socioeconomic status.  Learning, which describes changes in the behavior of an
 Differences in hobbies or hobbies, meaning how a individual that comes from experience.
person uses his spare time.  Trust, which is a descriptive idea that someone has
 Gender differences, meaning that women's interests about something.
will be different from those of men, for example in  Attitude, which is a person's point of view on something.
shopping patterns.
 Age difference, meaning that the ages of children,  Understanding Customer Relationship Management
adolescents, adults and parents will have different (CRM)
interests in an item, object activity and a person. Referring to Laura (2019), customer relationship
management (CRM) is a process of managing detailed
The other factors that influence buying interest are: information about each customer and carefully managing
 Cultural factors all aspects needed by customers to maximize customer
 Culture, is the most basic determinant of a person's loyalty. Therefore, CRM requires further technology in
desires and behavior. If the lower beings' behavior is implementing it, such as the use of computer-based data.
largely governed by instinct, then human behavior is
largely learned. Meanwhile, according to Hidayat (2014), CRM refers
 Sub Culture, which has smaller sub-cultural groups to system software that helps companies obtain and store
which are identification and socialization that are unique customer data and establish two- way relationships.
to the behavior of their members. There are four kinds of
sub-cultures, namely national groups, religious groups,  Approach in Customer Relationship Management (CRM)
racial groups and geographical areas. Kotler & Keller (2012), There are three approaches that
 Sub-culture, which has smaller sub-cultural groups companies can take to maintain and develop customer
which are identification and socialization that are unique relationships, namely:
to the behavior of their members. There are four kinds of
sub-cultures, namely national groups, religious groups,  Financial benefits
racial groups and geographical areas. Financial benefits include cost savings incurred
 Social class, namely groups in society, where each group by a customer when buying products or services from the
tends to have the same values, interests and behavior. company. The most frequent implementation of providing
financial benefits is by running frequency marketing
 Social factors programs such as giving rewards in the form of special
 Reference groups, namely groups that have a direct or discounts to customers who frequently make purchases or
indirect influence on a person's attitudes and behavior. when they buy in large quantities. For example, if Starbucks
 Family, namely family members can have a strong Indonesia customers buy Starbucks products, they will get
influence on buyer behavior. "stars" rewards from the application, so they can be
 Role and Status, namely the position of a person in each exchanged for drinks or products provided by Starbucks for
group can be explained in terms of role and status. free or other attractive promos.

 Social benefits
 Personal Factors
 Age and Life Cycle Stage, namely a person's The provision of social benefits touches the needs and
purchases of goods and services will change during his desires of customers more personally. The easiest
life. Likewise, a person's taste is related to his age. implementation of providing social benefits is remembering
the customer's name. This has been widely applied by various
 Jobs, namely with the existence of work groups,
companies can produce products according to the needs of companies, employees will greet customers and be able
certain work groups. to remember what services they like from customers based

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Volume 7, Issue 9, September – 2022 International Journal of Innovative Science and Research Technology
ISSN No:-2456-2165
on the existing database. For example, by downloading the  Fase Customer Relationship Management (CRM)
Starbucks Indonesia application, the application will enter According to Purwanto et. al (2018), CRM consists of
consumer personal data into the database on the the following phases :
Starbucks Indonesia application, so that the customer
transaction history in buying products can be recorded and  Getting new customers (Acquire):
remembered by Starbucks employees at the selected New customers are obtained by providing easy access
Starbucks outlet, which is in the Starbucks Indonesia to information, new innovations, and attractive services.
application. . Another benefit of structural ties is in the form
of customization benefits. Customization benefits received  Increase customer value (Enhance):
by customers may include customer perceptions of The company tries to establish relationships with
preferential treatment, special attention or individual customers through providing good service to its customers
rewards, and special services that are not provided to other (customer service).
customers.
 Maintain existing customers (Retain)
 Objectives of Customer Relationship Management (CRM) Retain profitable customers, by offering what specific
According to Dyantina et. al (2012) The purpose of customers need instead of what market customers need,
Customer Relationship Management (CRM) is basically to because the value of the product or service to the customer is
increase customer resilience and satisfaction. In general it can the proactive value that best suits their needs.
be said that the goal of any CRM strategy is to develop
profitable relationships with customers. The main goal of The focus of the company at this time is how to retain
CRM is to increase the long-term growth and profitability of existing customers will definitely provide benefits for the
the company through a better understanding of customer company rather than how to get new customers that are not
behavior. necessarily profitable.

 CRM goals include:  Application Definition

 Knowing customer needs in the future. According to Wahyuni (2020), an application is a ready-
 Assist the company in improving the better service that to-use program that can be used to execute commands from
can be provided to customers users of the application with the aim of getting more
 Get new customers accurate results in accordance with the purpose of making the
 Knowing the improvements needed by the company application. Applications have the meaning of solving
in order to satisfy customers problems using one of the application data processing
 Able to analyze customer behavior techniques that usually race a desired or expected
 Reduce costs incurred in order to get new customers computation or expected data processing. According to
because with CRM companies can hold old customers to Wahyuni (2020), an application is a ready-to-use program
remain loyal to the company. that can be used to execute commands from users of the
application with the aim of getting more accurate results in
 Benefits of Customer Relationship Management (CRM) accordance with the purpose of making the application.
Applications have the meaning of solving problems using
The benefits obtained from the application of CRM one of the application data processing techniques that
according to Kusuma (2010) include: usually race a desired or expected computation or expected
 Enable sales by developing customer history and data processing.
profiles.
 Supporting services through assurance Application classification can be classified into several
management. classes, including:
 Troubleshooting and troubleshooting.  Enterprise software is an application used by
 Cross Selling, namely selling products that customers companies to organize company activities.
need based on their purchases.  Enterprise infrastructure software is an application
 Upgrading is to offer a higher customer status. created to provide the general capabilities needed to
 Attract new customers by offering personalized service support enterprise software (enterprise software).
 Information worker software is an application
 Keeping existing customers Other benefits that can be
obtained from implementing CRM: commonly used to address individual needs to create and
process information. Generally for individual tasks within
 Provide convenience for consumers to conduct business a department.
or transactions with companies.  Content access software is an application that is
 CRM can focus on the end customer for products and commonly used to access content without editing, but may
services. include software that allows editing of content. Such
 Redesign business processes face to face with software addresses the needs of individuals and groups
consumers. to consume digital entertainment and publish digital
 Increase company profit content.
 Build a consumer loyalty.

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Volume 7, Issue 9, September – 2022 International Journal of Innovative Science and Research Technology
ISSN No:-2456-2165
 Educational software is an application that is almost the  Payment Using the Starbucks Indonesia App
same as Media and Entertainment Software (Content Consumers no longer need to pay for Starbucks
access Software) but usually displays different content. products using physical money, but consumers only need to
 Media development software is an application used to pay by pressing the pay button on the Starbucks Indonesia
address individual needs to produce print and electronic home menu, then a barcode appears to be scanned at the
media, generally in the commercial or educational field. nearest Starbucks outlet.
 Product engineering software is an application  The first step is to click the “Pay” button
commonly used for hardware and software product  The second step, a barcode appears to be scanned at
development. Starbucks outlets and the transaction is complete.

 Data Analysis/Characteristics of Respondents

 Characteristics of Respondents by Gender

This means that consumers strongly agree because in
the Starbucks Indonesia application there is a way to see the
nearest location and can see the menus at Starbucks, as well as
access to provide input in the application section through the
customer care menu.

Fig 1:- Mindset

II. RESEARCH METHODS

The research method used in this research is

descriptive quantitative. The data of this research are in the
form of questionnaires to consumers of Starbucks Indonesia
at Starbucks Pos Pengumben outlets, Jl. Raya Pos Pengumben Fig 2:- Characteristics of Respondents by Gender
No. 34A RT.10/RW.3 Srengseng, Kembangan District, West
Jakarta.  Characteristics of Respondents Based on Age

III. RESULTS AND DISCUSSION

 How to Register the Starbucks Indonesia Application

In registering a Starbucks Indonesia account on a
smartphone, there are several steps as follows:

 Download the Starbucks app via playstore or appstore

 Register. Open the Starbucks Indonesia application
that has been downloaded, this application is green with a
white Starbucks logo. Click "sign up" then fill in
according to the application instructions listed.
Fig 3:- Characteristics of Respondents Based on Age
 Select the registration type. There are 2 types of
registration, namely "I do not have a Starbucks card" for
 Characteristics of Respondents Based on Occupation
consumers who do not have a Starbucks card, "I have a
Starbucks card" for consumers who already have a
Starbucks card. If the consumer already has a Starbucks
card, the consumer will be asked to enter the card number
and Starbucks account security code.
 After pressing the sign up button, complete the consumer's
date of birth after that, slide the "Terms of Use" button to
the right. The button will turn green. This indicates that
the consumer has read and agreed to the terms of use of
the Starbucks Indonesia application. Tap create account
(iPhone) or Join Rewards (Android). This button is at
the bottom of the page. Starbucks Indonesia account will
be successfully created if all the question fields have
been filled in and meet the requirements. Fig 4:- Characteristics of Respondents Based on Occupation

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Volume 7, Issue 9, September – 2022 International Journal of Innovative Science and Research Technology
ISSN No:-2456-2165
 Ease of accessing the Starbucks Indonesia application.  Using the Starbucks Indonesia application because you
Based on the statement above, 1 respondent (0.9%) can access new seasonal items (special menus in certain
chose to disagree, 4 respondents (3.6%) chose not to agree, 35 months) exclusively, such as new drinks and bar
respondents (31.5%) chose to agree, 71 respondents (64%) merchandise.
chose strongly. agree. These results indicate that as many as The statement above states that there are 7 respondents
111 of the 71 respondents chose strongly agree. This means (6.3%) who choose less agree, 29 respondents (26.1%)
that consumers strongly agree because all ways to get choose agree, 75 respondents (67.6) choose strongly agree.
information, payment methods, view products and promos are These results indicate that as many as 111 out of 75 voted
all already available and complete in the Starbucks Indonesia strongly agree. This means that consumers who use the
application. Starbucks Indonesia application get the opportunity given to
access the latest seasonal menus and merchandise every
 Starbucks employees name exclusively and specifically month from the Starbucks company.
in order to provide good service.
Based on the statement above that 2 respondents  Using the Starbucks Indonesia application because it is
(1.8%) chose to disagree, 19 respondents (17.1) chose not to given a reward in the form of "stars".
agree, 49 respondents (44.1%) chose to agree, 41 respondents The statement above states that 5 respondents
(36.9%) chose strongly agree . These results indicate that as (4.5%) chose not to agree, 28 respondents (25.2%) chose to
many as 111 of 49 respondents chose to agree. This means agree, 78 respondents (70.3%) chose to strongly agree. These
that consumers agree because if consumers often visit results indicate that as many as 111 out of 78 voted strongly
Starbucks outlets and transact with the Starbucks Indonesia agree. This means that consumers strongly agree because if
application, consumer data will be recorded by the system at consumers often buy Starbucks products through the
the outlet. So that when consumers return to the outlet, the Starbucks Indonesia application, they will get a reward in the
barista will recognize and greet consumers who frequently form of stars which if collected can be exchanged for special
gifts.
 CRM (Customer Relationship Management)
 Getting New Customers (Acquire)  Using the Starbucks Indonesia application because it
provides attractive offers to consumers
 Up-to-date information by the Starbucks Indonesia Based on the statement above, it states that 4
application in buying Starbucks products. respondents (3.6%) chose not to agree, 33 respondents
Based on the statement above, 7 respondents (29.7) chose to agree, 74 respondents (66.7%) chose to
(6.3%) chose not to agree, 21 respondents (18.9%) chose strongly agree. These results indicate that as many as 111
to agree, 83 respondents (74.8%) strongly agreed. These out of 74 voted strongly agree. This means that consumers
results indicate that as many as 111 of the 83 respondents feel strongly agree because the Starbucks Indonesia
chose strongly agree. This means that Starbucks consumers application provides many benefits for consumers who join as
strongly agree because the Starbucks Indonesia application members of the Starbucks Indonesia application compared to
always updates the latest information every day and offers those who do not.
attractive promos.
 Given the convenience of transacting in the Starbucks
 Using the Starbucks Indonesia application because of new Indonesia application
innovations The statement above states that 2 respondents
The statement above states that 2 respondents (1.8%) chose to disagree, 4 respondents (3.6%) said
(1.8%) chose to disagree, 3 respondents (2.7%) chose they did not agree, 26 respondents (23.4%) chose to agree, 79
not to agree, 37 respondents (33.3%) chose to agree, respondents (71.2%) chose strongly. agree. These results
69 respondents (62.2%) chose strongly agree. These results indicate that as many as 111 out of 79 voted strongly agree.
indicate that as many as 111 of 69 respondents chose strongly This means that consumers feel very agreeable because in the
agree. transact at the outlet. Starbucks Indonesia application, they make payments only by
scanning the barcode without having to spend physical money
 Using the Starbucks Indonesia application because it and there is no need to find it difficult to find cash and change
provides a birthday treat in the form of a birthday cake from Starbucks (cashless).
reward and a star bonus.
The statement above that 1 respondent (0.9%) chose The highest average result is found in X1 of (4.68),
to disagree, 9 respondents (8.1%) chose not to agree, 22 namely respondents are interested in using the Starbucks
respondents (19.8%) chose to agree, 79 respondents (71.2%) Indonesia application because the Starbucks Indonesia
chose strongly agree . These results indicate that as many as application always updates the latest information every day
111 out of 79 voted strongly agree. This means that and offers attractive promos. Meanwhile, there are also the
consumers strongly agree because the consumer's personal lowest average results in X4 of (4.16), namely Starbucks
data has been registered in the Starbucks Indonesia application employees mention names exclusively and specifically in
so that if the consumer has a birthday, the Starbucks order to provide good service, because sometimes the baristas
application will provide a special treat in the form of free at Starbucks forget to mention the names of consumers
cakes and other benefits. because many consumers order.

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Volume 7, Issue 9, September – 2022 International Journal of Innovative Science and Research Technology
ISSN No:-2456-2165
 Buying Interest (Transactional Interest)  Feel comfortable and safe in purchasing Starbucks
products by using the Starbucks Indonesia application.
 Have an interest in using the Starbucks Indonesia Based on the statement above, it states that 4
application in purchasing Starbucks products. respondents (3.6%) chose not to agree, 39 respondents
The statement above states that 5 respondents (35.1%) chose to agree, 68 respondents (61.3%) chose
(4.5%) chose not to agree, 29 respondents (26.1%) chose strongly agree. These results indicate that as many as 111 out
to agree, 77 respondents (69.4%) chose to strongly agree. of 68 voted strongly agree. This means that consumers
These results indicate that as many as 111 of the 77 strongly agree because consumers already feel comfortable
respondents chose strongly agree. This means that consumers and safe to use the Starbucks Indonesia application compared
strongly agree because the Starbucks Indonesia application is to other applications because the data is stored securely in the
more practical and efficient in purchasing Starbucks products. Starbucks system itself, because there is a verification PIN.

 Have an interest in buying Starbucks products using the  Buying Interest (Explorative Interest)
Starbucks Indonesia application because it is faster with
complete application features.  Follow the latest information about Starbucks products in
The statement above states that 7 respondents the Starbucks Indonesia application.
(6.3%) chose not to agree, 33 respondents (29.7%) chose to The statement above states that 7 respondents (6.3%)
agree, 71 respondents (64%) chose to strongly agree. These chose to disagree, 34 respondents (30.6%) chose not to agree,
results indicate that as many as 111 of the 71 respondents 70 respondents (63.1%) chose to strongly agree. These results
chose strongly agree. This means that consumers strongly indicate that as many as 111 out of 70 voted strongly agree.
agree because consumers do not need to open other This means that consumers strongly agree because every day
applications and everything is complete in the Starbucks Starbucks always updates the latest information about the
Indonesia application. latest products.

 Buying Interest (Referential Interest)  Follow the latest information about attractive promos
offered by the Starbucks Indonesia application.
 Satisfied and will recommend the Starbucks Indonesia The statement above states that 1 respondent (0.9%)
application to friends and family in purchasing Starbucks chose strongly disagree, 1 respondent (0.9%) chose to
products. disagree, 5 respondents (4.5%) chose not agree, 31
The statement above states that 1 respondent (0.9%) respondents (27.9%) chose agree, 73 respondents (65.5%)
chose to disagree, 7 respondents (6.3%) chose not to agree, 39 chose strongly agree. These results indicate that as many as
respondents (35.1%) chose to agree, 64 respondents (57.7%) 111 out of 73 voted strongly agree. This means that
chose strongly agree. These results indicate that as many as consumers strongly agree because the Starbucks Indonesia
111 of 64 respondents chose strongly agree. Because the application always provides the latest interesting promos.
Starbucks Indonesia application provides many promo
benefits and consumers will feel the application is worthy of The highest average result is in X1, where respondents
being recommended to their closest friends and family. are interested in using the Starbucks Indonesia application
because the Starbucks Indonesia application always updates
 Inviting other consumers to purchase Starbucks products the latest information every day and offers attractive promos.
through the Starbucks Indonesia application Meanwhile, there are also the lowest average results in X4,
The statement above states that 2 respondents (1.8%) namely Starbucks employees mention names exclusively and
disagreed, 9 respondents (8.1%) said they did not agree, 37 specifically in order to provide good service, because
respondents (33.3%) chose to agree, 63 respondents (56.85) sometimes the barista at Starbucks forgets to mention the
chose strongly agree. These results indicate that as many as customer's name because many consumers order.
111 of the 63 respondents chose strongly agree. This means
that consumers strongly agree because consumers no longer The highest average result is Y1 (4.65), that is,
need to queue long in terms of transacting Starbucks products. respondents have an interest in using the Starbucks Indonesia
application because the application is very easy to use and
 Buying Interest (Preferential Interest) more practical, all features are complete in one application.
Meanwhile, there are also the lowest average results at Y5
 Choose the Starbucks Indonesia application as a top (4.42), namely I chose the Starbucks Indonesia application as
priority in purchasing Starbucks products. a top priority in purchasing Starbucks products, because
Based on the statement above states that 1 respondent many other CRM applications also provide more complete
(0.9%) chose strongly disagree, 1 respondent (0.9%) chose to features than the Starbucks Indonesia application.
disagree, 10 respondents (9%) chose not agree, 37 respondents
(33.3%) chose agree, 62 respondents (55.9%) chose strongly The correlation results get a value of 0.667, that between
agree. These results indicate that as many as 111 out of 62 CRM (Customer Relationship Management) in this case the
voted strongly agree. This means that consumers strongly Starbucks Indonesia application and buying interest has a
agree because consumers feel comfortable using the strong relationship, because CRM in the Starbucks Indonesia
Starbucks Indonesia application compared to other application makes it easy for consumers to see information -
applications in purchasing Starbucks products information and promos and also very practical use. in terms

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Volume 7, Issue 9, September – 2022 International Journal of Innovative Science and Research Technology
ISSN No:-2456-2165
of payment and provide benefits in the form of rewards and Starbucks buying interest at Starbucks Pos Pengumben
other exclusive offers. This can be interpreted that the use of outlets.
the Starbucks Indonesia application is strongly related to

Model Summary
Model R R Square Adjusted R Square Std. Error of the
Estimate
1 0.667 a 0.445 0.440 2.652
a Predictors: (Constant), y
Table 1:- Results
Source: Primary Data Processing Results 2020

From the table above, it can be seen that R square is 0.445. [3]. Binalay, A. G., Mandey, S. L., & Mintardjo, C. M.
Can be seen with the formula: (2016). Pengaruh Sikap, Norma Subjektif dan Motivasi
terhadap Minat Beli Secara Online Pada Mahasiswa
KD = 𝑟 2 x 100% Fakultas Ekonomi dan Bisnis di Manado. Jurnal
KD = 0,445 x 100% EMBA: Jurnal Riset Ekonomi, Manajemen, Bisnis dan
KD = 44,5% Akuntansi, 4(1)
[4]. Dyantina, O., Afrina, M., & Ibrahim, A.
This shows that the use of the Starbucks Indonesia (2012).Penerapan Customer Relationship Management
application on Starbucks purchase intention has an effect of (CRM) Berbasis Web (Studi Kasus Pada Sistem
44.5%. Informasi Pemasaran di Toko YEN-YEN). Jurnal
Sistem Informasi (JSI), 4(2), 516-529.
IV. CONCLUSION AND SUGGESTIONS [5]. Ghozali, I. (2016). Aplikasi Analisis Multivariate
dengan Program IBM SPSS 23 (Edisi
A. Conclusion 8).Semarang:Badan Penerbit Universitas Diponegoro.
 That the average result of X is 4,571, very good [6]. Hidayat, R. (2014). Sistem Informasi Ekspedisi Barang
category. This means that the CRM (Customer Dengan Metode E-CRM Untuk Meningkatkan
Relationship Management) in the Starbucks Indonesia Pelayanan Pelanggan. Jurnal Sisfotek Global, 4(2).
Application is very good. [7]. Juliansyah Noor, S. E. (2016). Metodologi
 That the mean result of Y is 4.54, including the very Penelitian: Skripsi, Tesis, Disertasi & Karya Ilmiah.
good category. Interest in buying at Starbucks outlets is Prenada Media.
very good. [8]. Kotler, P., & Keller, K. L. (2012). Marketing
 From the coefficient of determination test of 44.5%. management 14th ed. New Jersey: Pearson Prentice
Hall, Inc.
B. Suggestion [9]. Kusuma, Debbi. 2010. “4 Manfaat Utama dari Customer
 Starbucks wants to further improve the culture of greeting Relationship Management System.” Journal of
customers and mentioning the customer's name in order to Management, 1(3), p 46-49.
provide better service, because the culture of greeting is a [10]. Laura, D. (2019). Pengaruh Program Customer
small thing of a service that makes consumers more Relationship Management (CRM) terhadap Loyalitas
valued. In addition, the Starbucks Indonesia application Pelanggan Starbucks: Survei pada Pengguna Layanan
should further improve more features and attractive Starbucks Card (Doctoral dissertation, Universitas
promos so that Starbucks consumers in Indonesia use the Multimedia Nusantara).
Starbucks Indonesia application itself compared to other [11]. Sugiyono. (2010). Metode Penelitian Kuantitatif,
applications. Kualitatif dan R&D. Bandung:PT Alfabeta.
 For further research, it is recommended to add other [12]. Wicaksono, S. A. (2015). Pengaruh merek dan
variables that have not been covered in this study, such as desain terhadap minat beli konsumen
service quality, product quality sold by Starbucks and so (Doctoral Dissertation, UNIVERSITAS NEGERI
on. SEMARANG).
[13]. Widiastuti, O. (2017). Hubungan Antara Persepsi
REFERENCES Terhadap Kualitas Produk Dengan Minat Beli Bedak
Muka SARIAYU pada Mahasiswi di Universitas Mercu
[1]. Abdurrahman M, Muhidin SA, Somantri A. Buana Yogjayakarta (Doctoral dissertation,
2011.Dasar-Dasar Metode Statistika Untuk Universitas Mecu Buana Yogyakarta).
Penelitian. Bandung (ID): Pustaka Setia [14]. Yuliara, I. M. (2016). Regresi linier sederhana. 13.
[2]. Adi, R. N., & WIDIYANTO, I. (2013). Analisis
Faktor–Faktor yang Mempengaruhi Keputusan
Pembelian dengan Sistem Pre Order secara Online
(Studi Kasus pada Online Shop Chopper Jersey)
(Doctoral dissertation, Fakultas Ekonomika dan Bisnis)

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