Sauqy, Muhammad Syafiqus (2025) Pengaruh Citra Merek dan Trust Brand Terhadap Keputusan Pembelian Mcdonald's di Surabaya. Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
This research aims to analyze the influence of brand image and brand trust on McDonald's consumer purchasing decisions in Surabaya, particularly in the context of social dynamics resulting from the boycott movement triggered by the geopolitical conflict between Palestine and Israel. McDonald's, as one of the global brands affected by socio-political issues, faces serious challenges to public perception. This research uses a quantitative approach with data collection techniques through questionnaires distributed to 112 respondents spread across six sub-districts in the East Surabaya area. The analysis method used is Partial Least Square Structural Equation Modeling (PLS-SEM) with the assistance of SmartPLS software. The research results show that brand image has a significant positive effect on purchase decisions, indicating that positive perceptions of the strength, uniqueness, and likability of the McDonald's brand can increase consumers' tendency to buy. Brand trust has a positive but insignificant effect on purchase decisions, showing that consumer trust in the reliability, safety, honesty, and integrity of McDonald's remains a key factor in influencing purchase decisions, even amidst boycott campaigns. Thus, the company needs to maintain and strengthen both aspects to ensure market stability and drive business growth. Keywords: Brand Image, Trust Brand, Purchase Decision
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > HF Commerce > HF5410 Marketing. Distribution of Products | ||||||||
| Divisions: | Faculty of Economic > Departement of Management | ||||||||
| Depositing User: | Mister Muhammad Syafiqus Sauqy | ||||||||
| Date Deposited: | 17 Jul 2025 02:17 | ||||||||
| Last Modified: | 17 Jul 2025 02:17 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/39599 |
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