Journal Issues

Abstract- This study investigates the mechanism through which marketing mix (4Ps) strategies influence the purchase intention of Luckin Coffee among university students in Guilin, China, with brand image examined as a mediating variable. Conducted against the backdrop of the rapidly expanding freshly prepared beverage market and a paucity of systematic research on regional student consumers, this research collected data via a structured questionnaire from 460 students at Guangxi Normal University. The hypotheses were tested using structural equation modeling (SEM) alongside the Bootstrap method. The measurement scales demonstrated good reliability and validity, and brand image was modeled as a second-order construct comprising functional, experiential, and symbolic dimensions. The results indicate that product, place, and promotion strategies positively influence purchase intention, and these effects are fully mediated by brand image. In contrast, the price strategy shows no significant direct effect on either brand image or purchase intention, suggesting a potential tendency toward price desensitization within this specific market and student cohort. Theoretically, this study extends the understanding of the pathway from marketing mix strategies to purchase intention via brand image. Practically, it provides actionable insights for freshly prepared beverage brands aiming to attract young consumers in regional markets by enhancing product innovation, omnichannel accessibility, and brand image building.

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