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All Journal Al-Zayn: Jurnal Ilmu Sosial & Hukum International Journal of Economics, Business and Innovation Research
Mahrinasari
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Religion Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Languange, Linguistic, Communication & Media

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The effect of sensory marketing on repurchase intention with Consumer satisfaction as a mediation variable (Study on Restaurant McDonald's Indonesia) Najib Bahratama; Mahrinasari; Roslina
International Journal of Economics, Business and Innovation Research Vol. 5 No. 01 (2026): December - January, International Journal of Economics, Business and Innovatio
Publisher : Cita konsultindo

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.63922/ijebir.v5i01.2863

Abstract

This research aims analyzing marketing influence sensory to repurchase intention with consumer satisfaction as a mediating variable on McDonald's restaurant customers in Indonesia. Marketing sensory, which includes element sight, sound, smell, taste, and touch, are seen as an important strategy in creating experience holistic consumers so that it can influence satisfaction and behavior purchase repeating. In the middle increasing competition industry food fast serving and decreasing brand awareness of McDonald's Indonesia, this approach is considered relevant For evaluated empirically. This study uses approach quantitative through questionnaire survey to consumers who have do purchases in the last three months. Data analysis was performed using assisted Structural Equation Modeling (SEM) method SmartPLS 3.2.9 for test direct and indirect relationships between variables. Research results shows that all element marketing sensory influential positive and significant on customer satisfaction, while customer satisfaction has an effect positive to intention to repurchase. Apart from that, there is a significant indirect effect between marketing sensory and repurchase intention through satisfaction as a mediating variable. This finding confirms that the marketing strategy Effective and consistent multisensory can improve customer loyalty through increased satisfaction with experience. Theoretically, this research expands understanding about marketing based experience in developing country contexts, as well give implications practical for McDonald's Indonesia in designing a sensory strategy oriented towards customer satisfaction and retention.
The Influence Of Price Perception, Product Quality, And Healthy Lifestyle On The Purchase Decision Of Sain Deli Healthy Food Products In Bandar Lampung Amira Munira; Mahrinasari; Nuzul Inas Nabila
International Journal of Economics, Business and Innovation Research Vol. 5 No. 02 (2026): February - March, International Journal of Economics, Business and Innovation
Publisher : Cita konsultindo

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.63922/ijebir.v5i02.2984

Abstract

This research is motivated by the increasing public awareness of the importance of a healthy lifestyle, which drives changes in consumer behavior in choosing food, so that purchasing decisions are not only based on price but also on product quality and alignment with the healthy lifestyle being pursued. This study aims to determine the influence of price perception, product quality, and healthy lifestyle on the purchasing decision of Sain Deli healthy food products in Bandar Lampung. This study uses a quantitative approach with sampling techniques employing simple random sampling probability sampling. Data collection was conducted thru questionnaires distributed to 160 respondents who are consumers of Sain Deli in Bandar Lampung. The data obtained were then processed using SPSS version 27 software. The research results show that price perception, product quality, and a healthy lifestyle have a positive and significant impact on the purchasing decision of Sain Deli healthy food products. This study is expected to provide a deeper understanding of the factors influencing consumer purchasing decisions regarding healthy food products.
The Effect Of Green Marketing On Purchase Intention Mediated By Brand Trust: A Study On Avoskin Among Generation Z Bandar Lampung Artanti Shira Diva Ananta; Mahrinasari
Al-Zayn: Jurnal Ilmu Sosial, Hukum & Politik Vol 4 No 3 (2026): 2026
Publisher : Yayasan pendidikan dzurriyatul Quran

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61104/alz.v4i3.5672

Abstract

Meningkatnya kesadaran terhadap isu lingkungan mendorong perusahaan untuk menerapkan strategi green marketing guna menarik konsumen yang peduli terhadap lingkungan, khususnya Generasi Z. Penelitian ini bertujuan untuk menganalisis pengaruh Green Marketing terhadap Purchase Intention dengan Brand Trust sebagai variabel mediasi pada konsumen Avoskin di Bandar Lampung. Penelitian ini menggunakan pendekatan kuantitatif dengan teknik non-probability purposive sampling, melibatkan 140 responden Generasi Z yang mengetahui aktivitas green marketing Avoskin. Analisis data dilakukan menggunakan Partial Least Squares Structural Equation Modeling (PLS-SEM) dengan bantuan SmartPLS. Hasil penelitian menunjukkan bahwa Green Marketing berpengaruh positif dan signifikan terhadap Brand Trust dan Purchase Intention, serta Brand Trust juga berpengaruh positif dan signifikan terhadap Purchase Intention dan memediasi hubungan antara Green Marketing dan Purchase Intention. Temuan ini menunjukkan bahwa Green Marketing berperan penting dalam membangun kepercayaan konsumen dan mendorong minat beli. Analisis deskriptif menunjukkan bahwa dimensi place dan price paling dominan, meskipun masih terdapat beberapa aspek yang perlu ditingkatkan seperti akses distribusi, daya saing harga, diferensiasi produk, dan efektivitas promosi guna memperkuat Brand Trust dan meningkatkan Purchase Intention.
Co-Authors Amira Munira Artanti Shira Diva Ananta Najib Bahratama Nuzul Inas Nabila Roslina