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All Journal Indonesian Journal of Law and Economics Review
Aulia, Nabilah Syaharani
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Economics, Econometrics & Finance Law, Crime, Criminology & Criminal Justice

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Online Strategies Drive Fast Food Consumer Behavior in pandemic marketing: Strategi Online Mendorong Perilaku Konsumen Makanan Cepat Saji dalam pemasaran pandemi Aulia, Nabilah Syaharani; Adji Kusuma, Kumara
Indonesian Journal of Law and Economics Review Vol. 19 No. 2 (2024): May
Publisher : Universitas Muhammadiyah Sidoarjo

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21070/ijler.v19i2.1114

Abstract

This study investigates how social restrictions, online marketing, and product bundling influence consumer behavior in purchasing McDonald's products in Sidoarjo. Surveying 108 consumers, data were analyzed using SPSS 20 with various statistical tests. Results indicate that social restrictions have a mixed but not significant impact, while online marketing and product bundling both significantly and positively affect consumer behavior. The findings underscore the effectiveness of online marketing and product bundling strategies in engaging consumers and boosting sales during the pandemic. Highlights: 1. Social restrictions: mixed impact, not significant on consumer behavior.2. Online marketing: significant, positive effect on consumer behavior.3. Product bundling: enhances engagement, boosts purchasing decisions. Keywords: Consumer behavior, Social restrictions, Online marketing, Product bundling, Fast food industry
Co-Authors Adji Kusuma, Kumara