Yulianita, Nur Rochmah (2024) Pengaruh Citra Merek Dan Price Discount Framing Terhadap Minat Beli Ulang McDonald's Di Surabaya. Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
Global development and progress are happening at a very quick pace, along with increasingly complex technical developments and rising food needs among people. Fast food is in high demand due to the fast food industry's major impact on daily living. For fast food companies, this offers both opportunities and challenges. The purpose of this study is to examine how purchase intentions (Y) at McDonald's in Surabaya are influenced by price discount framing (X2) and brand image (X1). With 100 respondents who met the sample criteria, a quantitative research method was used in this study. The demographics of this study consist of Surabaya consumers and McDonald's customers. Targeted sampling is used for the sampling process, and the requirements are that they are at least 17 years old, domiciled in Surabaya, and have purchased and consumed McDonald's at least once. SEM-PLS was used in the data analysis of this study. The findings of the study show that McDonald's buyback interest in Surabaya and price discounts are positively influenced by brand image. The impact of framing on McDonald's interest in buying back Surabaya is negative.
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > H Social Sciences (General) H Social Sciences > HF Commerce H Social Sciences > HF Commerce > HF5410 Marketing. Distribution of Products |
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| Divisions: | Faculty of Economic > Departement of Management | ||||||||
| Depositing User: | Nur Rochmah Yulianita | ||||||||
| Date Deposited: | 18 Sep 2024 06:57 | ||||||||
| Last Modified: | 18 Sep 2024 06:57 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/29467 |
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