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Ginanjar Rahmawan, Ginanjar
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Journal : Jurnal Indonesia Sosial Sains

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Pengaruh Fanatisme, Packaging, Promotion, dan Product Innovation terhadap Keputusan Pembelian Produk BTS Meal Mcdonald’s di Soloraya Khoiriah, Yelia Nova; Rahmawan, Ginanjar
Jurnal Indonesia Sosial Sains Vol. 3 No. 04 (2022): Jurnal Indonesia Sosial Sains
Publisher : CV. Publikasi Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59141/jiss.v3i04.574

Abstract

The high demand for McDonald's BTS Meal products caused a stir because all McDonald's outlets were busy being invaded by online motorcycle taxis, resulting in very dense queues during the Covid-19 pandemic, even foreign news such as South Korea and India covered this. This study aims to determine the effect of fandom, packaging, promotion, and product innovation on purchasing decisions for McDonald's BTS Meal in Solo Raya. This type of research is quantitative, sampling is done by accidental sampling method, which is to determine the sample taken according to the wishes of the researcher. The query results were analyzed using the SPS statistical procedure to determine its impact on consumer purchases through testing, reliability testing, classical estimation test, multiple regression analysis, f test, decision test, and t-test. The results of hypothesis testing indicate that fandom, packaging, promotion, and product innovation have a significant effect on consumer purchasing decisions.
Co-Authors Ardiansyah Efendi, Ardiansyah Ari Susanti Bora, Sabike Tabitha Elia Ardyan Heny Kurnianingsih, Heny Hidayat, Rizki Khoiriah, Yelia Nova Nur Hidayat , Indra Iryanto Octaviani, Anandayu Saputri, Rika Dwi Shodikin, Rodzi Wibisono, Utomo Winata, Winata