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All Journal International Journal of Tourism and Hospitality in Asia Pasific Jurnal Manajemen Pemasaran dan Perilaku Konsumen
Prabawa, Dewa Made Surya
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Humanities Decision Sciences, Operations Research & Management

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Strategies Implemented by Mcdonald’s to Fulfill Customers’ Demand Around Asia Yusof, Rosmelia; Huei, Lok Yee; Sha’ari, Muhammad Fathi bin; Mazlan, Muhammad Syahmi bin; Othman, Muhammad Amir Muqri bin; Zakaria, Muhammad Badrul Aman bin; Wicaksono, Luqman Juang; Prabawa, Dewa Made Surya; Lakshmi.L, Vinu Surutha; Walde, Kajal Meghshyam
International Journal of Tourism and Hospitality in Asia Pasific Vol 6, No 1 (2023): February 2023
Publisher : AIBPM Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32535/ijthap.v6i1.2196

Abstract

One of the notably popular and well-known fast-food franchises in the known universeis McDonald's. In addition to its renowned golden arches emblem, it is also recognised because of its hamburgers, potato chips, as well as other options. Nevertheless, the goal of this analysis is to investigate the viability of the tactics used by McDonald's to satisfy consumer demands and contentment across Asia. So, in this case study, the research uses an efficient method which is a survey questionnaire to  ccumulate useful information of 150 Mcdonald’s customers to know more about their satisfactions towards McDonald’s. The result of the findings shows that perceived usefulness, social influence, perceived innovativeness, and corporate image affect the customer’s satisfaction with McDonald’s. The report's findings will assist the McDonald's corporation in the coming years as they work to enhance their productivity, particularly as it relates to increasing client happiness.
Strategies Implemented by Mcdonald’s to Fulfill Customers’ Demand Around Asia Yusof, Rosmelia; Huei, Lok Yee; Sha’ari, Muhammad Fathi bin; Mazlan, Muhammad Syahmi bin; Othman, Muhammad Amir Muqri bin; Zakaria, Muhammad Badrul Aman bin; Wicaksono, Luqman Juang; Prabawa, Dewa Made Surya; Lakshmi.L, Vinu Surutha; Walde, Kajal Meghshyam
International Journal of Tourism and Hospitality in Asia Pasific Vol 6, No 1 (2023): February 2023
Publisher : AIBPM Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32535/ijthap.v6i1.2196

Abstract

One of the notably popular and well-known fast-food franchises in the known universeis McDonald's. In addition to its renowned golden arches emblem, it is also recognised because of its hamburgers, potato chips, as well as other options. Nevertheless, the goal of this analysis is to investigate the viability of the tactics used by McDonald's to satisfy consumer demands and contentment across Asia. So, in this case study, the research uses an efficient method which is a survey questionnaire to  ccumulate useful information of 150 Mcdonald’s customers to know more about their satisfactions towards McDonald’s. The result of the findings shows that perceived usefulness, social influence, perceived innovativeness, and corporate image affect the customer’s satisfaction with McDonald’s. The report's findings will assist the McDonald's corporation in the coming years as they work to enhance their productivity, particularly as it relates to increasing client happiness.
Examining Alternative Attractiveness Effects on Brand Trust-Loyalty Relationship in Samsung Users Prabawa, Dewa Made Surya; Handrito, Radityo Putro
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.2025.04.1.14

Abstract

  Purpose – This study aims to examine the effect of customer satisfaction on the loyalty of Samsung smartphone users in Indonesia, with brand trust as a mediating variable and alternative attractiveness as a moderating variable.    Design/methodology/approach – This study employs an explanatory research design to investigate the causal relationships among customer satisfaction, brand trust, alternative attractiveness, and customer loyalty. Using a purposive sampling technique, data were collected from 321 Samsung smartphone users aged at least 17 years. The proposed research model was analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS 4.0 to evaluate the direct, indirect, and moderating effects.   Findings – The results indicate that customer satisfaction has a positive and significant direct effect on both brand trust and customer loyalty. Brand trust also has a positive and significant effect on customer loyalty and mediates the relationship between customer satisfaction and loyalty. However, alternative attractiveness does not significantly moderate the relationship between brand trust and customer loyalty. These findings suggest that satisfied customers who develop strong trust in the Samsung brand tend to remain loyal despite the availability of competing smartphone brands.   Originality/value – This study contributes to the customer loyalty literature by integrating mediation and moderation mechanisms to explain loyalty formation in the smartphone industry. It highlights the mediating role of brand trust and demonstrates that alternative attractiveness does not weaken the relationship between brand trust and loyalty, providing practical insights for smartphone manufacturers seeking to strengthen long-term customer retention.
Co-Authors Huei, Lok Yee Lakshmi.L, Vinu Surutha Mazlan, Muhammad Syahmi bin Othman, Muhammad Amir Muqri bin Radityo Putro Handrito Sha’ari, Muhammad Fathi bin Sha’ari, Muhammad Fathi bin Walde, Kajal Meghshyam Wicaksono, Luqman Juang Yusof, Rosmelia Zakaria, Muhammad Badrul Aman bin