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All Journal Harmoni Sosial: Jurnal Pendidikan IPS Cendekia: Jurnal Pendidikan dan Pembelajaran Jurnal DIALEKTIKA : Jurnal Ilmu Sosial Journal of Training and Community Service Adpertisi Jurnal Manajemen Informatika dan Bisnis Digital Jurnal Keperawatan Bunda Delima Indonesian Journal Of Business And Entrepreneurship Research Indonesian Health Science Journal Jurnal Ilmiah Research and Development Student Jurnal Akademika: Kajian Ilmu-Ilmu Sosial, Humaniora dan Agama Jurnal Ilmiah Research Student JURNAL MULTIDISIPLIN ILMU AKADEMIK HISABUNA: Jurnal Ilmu Falak Journal of Publicness Studies Journal of Economics and Management Technologies
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The Effect of Product Quality and Promotion on Mcdonald's Brand Image Through Customer Loyalty in The Middle of The Pro-Zionist Boikot Issue Fahriah, Atikah Firyal; Dzakwan, Muhammad Roem; Ramadhani, Muh Awal; Nuraisyah; Hasnidar
Journal of Economics and Management Technologies Vol. 1 No. 2 (2025): Journal of Economics and Management Technologies
Publisher : Candela Edutech Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.63288/jemtech.v1i2.8

Abstract

The Objectives – This study aims to analyze the effect of product quality and promotional strategies on McDonald's brand image through customer loyalty, especially in the context of the growing pro-Zionist boycott issue in Indonesia. The Methods – An explanatory quantitative approach was used with data collection through a closed questionnaire to 250 respondents who are McDonald's customers. The results of the analysis using Structural Equation Modeling (SEM) show that product quality and promotion have a significant influence on brand image, both directly and indirectly through customer loyalty as a mediating variable. The Results – This finding shows that despite political pressure in the form of boycotts, McDonald's is able to maintain a strong brand image through a combination of consistent product quality, effective promotional strategies, and high customer loyalty. The Research Implications – This research provides theoretical and practical contributions to the development of marketing strategies in situations of reputation crisis and political pressure.
Co-Authors Adri Reza Engka Afdilla, Nia Amijaya, Meldi Arimayanti, Angnis Asnia Zainuddin Asrianti Bactiar, Yusri Dandan Haryono Devina Tanjung Dinda Permata Sari Dzakwan, Muhammad Roem Fadhlan Hafizhul Huda Fahriah, Atikah Firyal Fahry Aprial Mahmud Faizal, Prayoga Ridha Gery Geraldy Embatau Hadiansyah Ma'sum Hajerah hajria, Hajria hartawan Hasnidar Heny Hendriyati Herlina Herman Hj. Nuraisyah Ina Septiana Intam Kurnia Jalil, Muh. Alfi Syahrin Janna, Nadyatul Lubis, Hizrah Hanim M. Choiril Annas M. Nur Alamsyah Mayasari Moh. Royfandi Mustainah Mutmainna, Rizka Nasir Mangngasing Nawawi Natsir Nisa, Hoirun Nuraisyah Ambo Nurfuraya Nurhazmah Sukirman Nurindayani Nurul Wakia Nuryadin Gunardi Pratiwi, Wiwi PUTRI HANDAYANI Ramadhani, Muh Awal Ramdhani, Astri Razak, Adriatman Rika Kurnia Romansyah Sahabuddin Sabrina Bila Putri Sarwan Hamid setiawan, muh asman Siregar, Maya Ardilla Sofyan, Suhikmah Suasa Wa Ode Salma Yulianti Pakiding