Rizky Jaya Capriyansyah, Rizki Mulya Ardana, Rozaan Zhorif

Pengaruh Social Media dan Store Atmosphere Terhadap Purchasing Decision yang Dimediasi Oleh Brand Trust Pada Mcdonald’s (Studi Kasus Pelanggan Mcdonald’s Pada Wilayah Tangerang Selatan)

Introduction

Pengaruh social media dan store atmosphere terhadap purchasing decision yang dimediasi oleh brand trust pada mcdonald’s (studi kasus pelanggan mcdonald’s pada wilayah tangerang selatan). Teliti pengaruh media sosial & suasana toko terhadap keputusan pembelian McDonald's, dimediasi kepercayaan merek. Studi 102 responden di Tangerang Selatan, mengungkap strategi pemasaran efektif.

Abstract

Penelitian ini bertujuan untuk mengeksplorasi pengaruh store atmosphere terhadap keputusan pembelian, serta peran media sosial dan kepercayaan konsumen dalam menarik perhatian mahasiswa dan pekerja profesional di wilayah Tangerang Selatan. Populasi penelitian mencakup konsumen McDonald's di Bintaro Jaya, sedangkan sampel yang diambil adalah 102 responden menggunakan teknik non probability sampling dengan metode convenience sampling. Data dikumpulkan melalui survei online menggunakan kuesioner yang dirancang untuk mendeteksi minat, sikap, dan kebiasaan responden. Analisis data dilakukan menggunakan metode PLS-SEM untuk mengidentifikasi hubungan antara variabel laten. Hasil penelitian menunjukkan adanya pengaruh signifikan store atmosphere, media sosial, dan kepercayaan konsumen terhadap keputusan pembelian, memberikan wawasan penting bagi perusahaan dalam merancang strategi pemasaran yang efektif.

Review

This study investigates the influence of social media and store atmosphere on purchasing decisions, mediated by brand trust, within the context of McDonald's customers in the South Tangerang region. The research addresses a relevant topic for the fast-food industry, offering insights into consumer behavior drivers. The selection of PLS-SEM as the analytical method is appropriate for examining complex, multi-variable relationships involving latent constructs, indicating a suitable approach for the proposed model. The focus on a specific geographic area provides localized context, which can be valuable for targeted marketing strategies. However, several aspects require further clarification and potentially stronger justification. The abstract's phrasing regarding "the role of media sosial and kepercayaan konsumen" is slightly ambiguous compared to the title's clear delineation of "brand trust" as a mediator and "social media" as an independent variable; this clarity is crucial for understanding the exact model being tested. The use of convenience sampling with a relatively modest sample size of 102 respondents raises concerns about the generalizability of the findings, especially given the target population of "students and professionals." Additionally, while PLS-SEM is mentioned, the abstract lacks specific details on the theoretical framework guiding these relationships, which would strengthen the study's academic contribution. Overall, this research addresses a pertinent marketing issue with potentially valuable practical implications for McDonald's. The preliminary findings suggest significant influences from the studied variables, which could inform effective marketing strategies. While the study's objective and methodological approach are generally sound, the paper would significantly benefit from explicitly clarifying the variable relationships, detailing the theoretical foundation, and acknowledging the limitations imposed by the sampling method. Addressing these points in the full manuscript would substantially enhance the study's rigor and contribution.

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