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All Journal Jurnal Ilmiah Manajemen, Ekonomi dan Akuntansi
Defa Mahkomah Putri
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Economics, Econometrics & Finance

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PENGARUH BRAND IMAGE DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN MELALUI MINAT BELI SEBAGAI VARIABEL MEDIASI: Survei Pada Konsumen McDonald’s Di Surakarta Fahmi Dina Maulani; Defa Mahkomah Putri; Fatika Fitri Nur Hidayah; Marjam Desma Rahadhini
Jurnal Ilmiah Manajemen, Ekonomi dan Akuntansi Vol. 5 No. 1 (2025): Jurnal Ilmiah Manajemen, Ekonomi dan Akuntansi
Publisher : Lembaga Pengembangan Kinerja Dosen

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55606/jurimea.v5i1.1146

Abstract

This research report titled The Influence of Brand Image and Price on Purchase Decisions through Purchase Intention as a Mediating Variabel (Survey on McDonald’s Consumers in Surakarta). Aims to analyze the impact of brand image and price on consumers purchase McDonald’s products in Surakarta. The research untilized a quantitative descriptive method, collection data through questionnaires distributed to 40 respondents. The findings indicate that brand image does to not significantly influence purchasing decisions, whili price has a positive and signicant effect on purchase intention. Furthermore, purchase intention positively and significantly affects purchasing decisions. This research contributes to the understanding of consumer behavior in the fast-food industry, particulary in the context of McDonald’s.
Co-Authors Fahmi Dina Maulani Fatika Fitri Nur Hidayah Marjam Desma Rahadhini