Faktor yang Berperan dalam Peningkatan Purchase Intention Paket Kombo Restoran Cepat Saji Indonesia
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Abstract
Restoran cepat saji telah menjadi bagian dari gaya hidup modern dan melesatnya pertumbuhan restoran cepat saji dalam beberapa tahun terakhir. Mayoritas restoran cepat saji berinovatif menjadi yang lebih unggul dengan menyediakan paket kombo yang dijadikan sebagai andalan utama restoran cepat saji. Penelitian ini bertujuan untuk menganalisa faktor-faktor yang berperan dalam peningkatan purchase intention paket kombo restoran cepat saji di Indonesia, dalam penelitian ini faktor-faktor yang dianalisa adalah Social Media Marketing, lalu Trust dan Reputation sebagai mediasi. Teknik pemilihan sampel yang digunakan penelitian ini adalah purposive sampling. Sampel yang ada dalam penelitian ini merupakan pelanggan atau konsumen yang pernah mencoba atau mengetahui paket kombo pada restoran cepat saji di Indonesia. Data yang dikumpulkan berjumlah sebanyak 206 responden. Data diolah menggunakan aplikasi SmartPls 4.0. Data penelitian ini menunjukkan hasil bahwa social media marketing berpengaruh positif dan signifikan terhadap trust dan reputation, begitu juga dengan trust dan reputation yang berpengaruh positif dan signifikan terhadap purchase intention, mediasi dari trust dan reputation berhasil menghubungkan social media marketing dengan purchase intention menunjukkan hasil positif dan signifikan dengan efek mediasi parsial.
Fast food restaurants have become a part of modern lifestyle, and the rapid growth of fast food restaurants in recent years has been remarkable. The majority of fast food restaurants have innovated to gain a competitive edge by offering combo meal packages, which have become a key feature of these establishments. This research aims to analyze the factors that influence the increase in purchase intention for fast food restaurant combo packages in Indonesia. The factors analyzed in this study include Social Media Marketing, with Trust and Reputation acting as mediators. The sampling technique used in this study is purposive sampling. The sample consists of customers who have tried or are familiar with combo meal packages at fast food restaurants in Indonesia. A total of 206 respondents were surveyed. The data were processed using SmartPLS 4.0 software. The results of the study indicate that social media marketing has a positive and significant effect on trust and reputation, and trust and reputation also have a positive and significant effect on purchase intention. The mediation of trust and reputation successfully links social media marketing with purchase intention, showing a positive and significant result with a full mediation effect.
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