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All Journal International Journal of Tourism and Hospitality in Asia Pasific Jurnal Manajemen Pemasaran dan Perilaku Konsumen
Muhsyi, Ufairoh Aqilah
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Humanities Decision Sciences, Operations Research & Management

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The Influence of Customer Satisfaction, brand trust and Brand Loyalty on Purchase Intention: A Study of McDonald’s in Malaysia Kee, Daisy Mui Hung; Sin, Liem Gai; Yuan, Neo Zhan; Ni, Nelly Lau Yenn; Wen, Ng Kar; Fang, Ng Suk; Rayhan, Muhammad; Ali, Muhammad Hasyir; Yose, Joseph Willy; Muhsyi, Ufairoh Aqilah
International Journal of Tourism and Hospitality in Asia Pasific Vol 6, No 2 (2023): June 2023
Publisher : AIBPM Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32535/ijthap.v6i2.2343

Abstract

Customer satisfaction is crucial to the success of any business.It has been studied in the fields of business and marketing since the 1970s. When customers are satisfied, brand loyalty is immediately involved. As a result, brand loyalty has received a lot of attention in recent decades. McDonald's is the world's leading fast service restaurant, with over 36,000 outlets worldwide and more than 70 million customers served daily in more than 100 countries. Every month, McDonald's serves approximately 13.5 million customers in over 320 stores in Malaysia. The company's performance is strongly related to its high levels of brand loyalty and customer satisfaction. This paper aims to examine how customer satisfaction, brand trust and brand loyalty may influence the purchase intention of McDonald in Malaysia. We applied SPSS to test hypotheses, and 150 McDonald's customers engaged in a Google form-based online survey. The findings reveal that customer satisfaction, brand trust and brand loyalty influence McDonald's customers purchasing intentions. Recommendations and implications were discussed.
The Effects of Café Atmosphere, Social Media Marketing, And Electronic Word of Mouth on The Purchase Decision at Nakoa Café Muhsyi, Ufairoh Aqilah; Ananto Basuki
Jurnal Manajemen Pemasaran dan Perilaku Konsumen Vol. 4 No. 1 (2025)
Publisher : Fakultas Ekonomi dan Bisnis Universitas Brawijaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21776/jmppk.2025.04.1.22

Abstract

Purpose – This study aims to examine the influence of café atmosphere, social media marketing, and electronic word of mouth (e-WOM) on purchasing decisions at Nakoa Café in Malang City.   Design/methodology/approach – This study employs a quantitative explanatory research design. The population consists of student customers of Nakoa Café in Malang City. Using a non-probability sampling method with a purposive sampling technique, 200 respondents were selected. Data were collected through structured questionnaires and analyzed using multiple linear regression with IBM SPSS Statistics version 26.   Findings – The results indicate that café atmosphere, social media marketing, and e-WOM each have a positive and significant effect on purchasing decisions. These findings suggest that both physical environmental factors and digital communication strategies play an important role in shaping consumer decision-making in the café industry.   Originality/value – This study contributes to hospitality and digital marketing literature by integrating café atmosphere, social media marketing, and e-WOM as key determinants of purchasing decisions in a competitive café context. The findings provide practical insights for café managers in optimizing both in-store experience and online engagement strategies to enhance consumer purchase behavior.
Co-Authors Ali, Muhammad Hasyir Ananto Basuki Fang, Ng Suk Kee, Daisy Mui Hung Muhammad Rayhan Ni, Nelly Lau Yenn Sin, Liem Gai Wen, Ng Kar Yose, Joseph Willy Yuan, Neo Zhan