International Research Journal of Education and Technology

This study investigates how Starbucks' marketing mix (product, price, place, promotion, people, process, and physical evidence) influences consumer behavior. Using surveys and observational data, the study analyzes how each component contributes to brand loyalty, purchase decisions, and customer satisfaction. This study explores the relationship between the marketing mix elements and consumer behavior, focusing specifically on Starbucks as a case study. As one of the world’s leading coffeehouse brands, Starbucks has built a strong global presence through the effective use of its marketing strategies. The research examines how the seven elements of the marketing mix—Product, Price, Place, Promotion, People, Process, and Physical Evidence -contribute to shaping consumer perceptions, preferences, and purchase decisions. Data was collected through surveys and direct observation of customer interactions at selected Starbucks outlets. The results indicate that product quality, brand image, in-store ambiance, and digital convenience significantly influence customer satisfaction and loyalty. Additionally, promotional tools such as the Starbucks Rewards program and seasonal offerings play a key role in encouraging repeat purchases. Implications for marketing managers and suggestions for future research are also discussed.