PENGARUH CITRA MEREK, KEPERCAYAAN MEREK DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN MCDONALD’S (STUDI KASUS PADA MASA BOIKOT)

Muhammad Raihan Nasution, . (2025) PENGARUH CITRA MEREK, KEPERCAYAAN MEREK DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN MCDONALD’S (STUDI KASUS PADA MASA BOIKOT). Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.

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Abstract

This study, entitled The Influence of Brand Image, Brand Trust, and Promotion on Purchase Decisions for McDonald’s (A Case Study of the Boycott Issue), aims to examine the effects of brand image, brand trust, and promotion on consumers’ purchase decisions regarding McDonald’s. The research employs a quantitative approach with respondents who reside in DKI Jakarta Province and have purchased McDonald’s during the boycott period, totaling 189 respondents selected using a non-probability purposive sampling technique. Data were collected through an online questionnaire using a 5-point Likert scale. Hypotheses were tested using the PLS-SEM method with SmartPLS 4.0 as the analytical tool. The results show that brand image and brand trust has a positive and significant effect on purchase decisions, and promotion has a positive but not significant effect on purchase decisions for McDonald’s. These findings indicate that, amid the boycott issue, McDonald’s consumers’ purchase decisions are more strongly influenced by brand image and brand trust than by the promotional programs offered.

Item Type:	Thesis (Skripsi)
Additional Information:	[No. Panggil: 221011267] [Pembimbing: Pusporini] [Penguji 1: Princhita Nabila Maram Pahlawan] [Ketua Penguji: Miguna Astuti]
Uncontrolled Keywords:	Brand Image, Brand Trust, Promotion, Purchase Decision, McDonald
Subjects:	H Social Sciences > HC Economic History and Conditions H Social Sciences > HD Industries. Land use. Labor H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management H Social Sciences > HD Industries. Land use. Labor > HD61 Risk Management
Divisions:	Fakultas Ekonomi dan Bisnis > Program Studi Manajemen (S1)
Depositing User:	MUHAMMAD RAIHAN NASUTION
Date Deposited:	27 Apr 2026 07:39
Last Modified:	27 Apr 2026 07:39
URI:	http://repository.upnvj.ac.id/id/eprint/41727

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