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Ely Siswanto
Universitas Negeri Malang
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Journal : JOURNAL OF ECONOMICS EDUCATION AND ENTREPRENEURSHIP

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The Effect of Fast Food Digital Marketing on Purchase Intention Through Brand Image and Consumer Satisfaction (Study on KFC Palopo's Teen Consumers) Windarsari, Wiwin Riski; Sudarmiatin, Sudarmiatin; Siswanto, Ely
Journal of Economics Education and Entrepreneurship Vol 3, No 2 (2022): JEE, October 2022
Publisher : Program Studi Pendidikan Ekonomi FKIP Universitas Lambung Mangkurat

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.20527/jee.v3i2.6225

Abstract

The Theory of Planned Behavior (TPB) by including three additional constructs namely digital marketing, brand image, and consumer satisfaction to predict adolescent purchase intention for fast food products. This study uses an explanatory quantitative approach. The sampling technique used purposive sampling totaling 200 respondents. Data analysis using Partial Least Square (PLS) method. The results of the study show that 1) digital marketing has a positive and significant direct effect on brand image. 2) digital marketing has a positive and significant direct effect on consumer satisfaction. 3) brand image has a positive and significant direct effect on purchase intention. 4) consumer satisfaction has a positive and significant direct effect on purchase intention. 5) digital marketing has a positive and significant direct effect on purchase intention. 6) brand image has a direct effect on consumer satisfaction. 7) digital marketing has a positive and significant direct effect on purchase intention through brand image. 8) digital marketing has a positive and significant direct effect on purchase intention through consumer satisfaction. 9) brand image has a positive and significant direct effect on purchase intention through consumer satisfaction. 10) digital marketing has a positive and significant direct effect on consumer satisfaction through brand image. Based on the results of the study, the researchers gave suggestions, namely adding social media campaigns and providing special product packages for teenagers
Co-Authors Achmad Murdiono Adi Setiawan Afwan Hariri Agung Winarno Agus Hermawan Agus Hermawan Ahmad Kevin Alfirdaus Arief Amry Mahdan Abrari Amry Mahdan Abrari Arief Putra, Muh Al Fatah Arifah Rahman, Amalia As Shoib, Abdullah Budi Eko Soetjipto Budiani, Anna Caecaria, Dhimaz Sectio Cipto Wardoyo Damayanti, Vidya Daniswara, Daffa Ramamilendra Della Ayu Zonna Lia Devi, Shinta Prasetia Dewi Sinta Puspitasari Dimas Putri Mega Pratesa Dinni Kurnianti Djoko Dwi Kusumajanto, Djoko Dwi Dwitanti, Errica Dyah Arini Rudiningtyas Dynda Prista Ery Tri Djatmika RWW Fadhilah Nur Oktaviani Fima Bara Alrhafynza Firsty Larastiyana Susanto Fitriani, Nur Afika Fulgentius Danardana Murwani Gozi, Ahmad Halimatus Syadiah Hamdani, Umar Handri Dian Wahyudi Hapsari, Emilly Nur Haribowo, Siget Fitrianto Hariyanti, Novita Tri Hasanah, Raudhotul Miul Heri Pratikto Iklil Abdul Hamid Zuhri Indri Safitri, Indri Intan Larasati Ita Prihatining Wilujeng Juniar, Wita Ryani Kurniawan, Dediek Tri Lulu Nurul Istanti Misbahul Munir Muchamad Rizky Fauzi Mustika, Nilam Sari Naja Jessyka Maulani Putri Nonny Aji Sunaryo Novita Astivasari Nugraha, Diki Egie Nurfadilah Karim Oktaviani, Fadhilah Nur P. P. S, Gladis Viona Pratama, Yuda Putra Prihatining Wilujeng, Ita Puji Handayati Putri, Naja Jessyka Maulani Qurrotul Aini, Nurul Rahmawati Dwika Pratiwi Rahmi Rahayu, Dita Raudhotul Miul Hasanah Rayie Tariaranie Wiraguna Riana Nurmalasari Rizal Agus Bimantara Rizky Firmansyah Rochim, Nazulah Mufarichah Rohmah, Yaumi Romadhoni, Satrio Ahmadtul Firdaus Rosa Dwiparameswari, Almanda Sanditriyoga Hasmoro Widagdo Shafa Annisa Puspasari Shafa' Annisa Puspasari Sopiah, Sopiah Sopiah, Sopiah Subagyo Subagyo Sudarmiatin Sunandes, Aris Tani, Lukas Gredyansyah Tiffani Vitarini Titis Shinta Dhewi, Titis Veninda Annisa Putri Waffiudin, Waffiudin Wardanu, Aditya Putra Wijaya, Ababil Karhoma Windarsari, Wiwin Riski Wiraguna, Rayie Tariaranie Wita Ryani Juniar Yuli Agustina, Yuli Yuli Soesetio Yulian Muzakki Yusof, Murni Binti