The Influence of Store Design and Sustainable Sourcing on Consumer Perception of Young Generation Consumers at Starbucks in Indonesia

This study aims to analyze the influence of store design and sustainable sourcing on consumer perception at Starbucks, particularly among Indonesia's younger generations. Design encompasses visual aspects, packaging, and interior design, while sourcing focuses on sustainable and ethical raw material procurement practices. The research method used a quantitative approach, distributing questionnaires to 102 respondents who had consumed Starbucks products. Data were analyzed using multiple linear regression analysis. The results showed that the research instrument had high reliability, with a Cronbach's Alpha value of 0.800. Descriptively, the design variable obtained an average value of 4.22, sourcing 3.86, and consumer perception 3.32. The correlation test results showed that design and sourcing have a significant positive relationship with consumer perception, with sourcing being the most dominant factor (r = 0.853; Sig. = 0.000). The multiple linear regression analysis produced an R² value of 0.760, indicating that 76% of the variation in consumer perception can be explained by these two variables. Partially, sourcing has been positive and significant effect on consumer perception, while design has a negative but significant effect. This finding indicates that consumers prioritize the quality and ethical procurement of raw materials over the visual appearance of the product. Starbucks ' marketing strategy needs to strengthen the communication of sustainability values through culturally relevant and locally informed design.