The influence of brand image, green marketing, and emotional desire on customer purchase decision at PT Rekso Nasional Food (case study on McDonald's customers in Binjai)

Jovita, Agnes (2022) The influence of brand image, green marketing, and emotional desire on customer purchase decision at PT Rekso Nasional Food (case study on McDonald's customers in Binjai). Bachelor thesis, Universitas Pelita Harapan.

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Abstract

The purpose of this study was to examine the influence of brand image, green marketing, and emotional desire on customer purchasing decisions at PT Rekso Nasional Food (Case study of McDonald's customers in Binjai). This study utilized descriptive and causal studies to analyze a sample of 180 customers. Respondents are customers from McDonald's, Binjai who have age criteria between 18 to 60 years and have visited and made purchases at McDonald's, Binjai. Respondents were taken using a non-probability sampling method with purposive sampling. This study uses a quantitative method by distributing the questionnaires that were carried out online using Google Forms. The questionnaires distributed had passed the validity and reliability tests. The data collected were tested for normality, multicollinearity, heteroscedasticity, multiple linear regression, and hypothesis testing. The result of the study shows that partially or simultaneously, brand image, green marketing, and emotional desire have a significant influence on customer purchasing decisions at McDonald's Indonesia, Binjai. In addition, it is recommended that McDonald's in Binjai improve customer purchasing decisions by having a good and positive brand image, implementing effective green marketing, and increasing customer emotional desires by providing the best service to customers. / Tujuan penelitian ini adalah untuk menguji pengaruh citra merek, pemasaran hijau, dan keinginan emosional terhadap keputusan pembelian pelanggan pada PT Rekso Nasional Food (Studi kasus terhadap pelanggan McDonald’s di Binjai). Penelitian ini menggunakan studi deskriptif dan kausal untuk menganalisis sampel dari 180 pelanggan. Responden adalah pelanggan dari McDonald’s Binjai yang mempunyai kriteria usia diantara 18 sampai 60 tahun, dan pernah mengunjungi dan melakukan pembelian di McDonald’s Binjai. Responden diambil menggunakan metode non-probablity sampling degan purposive sampling. Penelitian ini menggunakan metode kuantitatif dengan menyebarkan kuesioner yang dilakukan secara online menggunakan Google Forms. Kuesioner yang dibagikan telah lolos uji validitas dan reliabilitas. Data yang dikumpulkan diuji normalitas, multikolinearitas, heteroskedastisitas, regresi linier berganda, dan tes hipotesis. Hasil penelitian menyatakan bahwa secara parsial maupun simultan, citra merek, pemasaran hijau, dan keinginan emosional memiliki pengaruh yang signifikan terhadap keputusan pembelian pelanggan pada McDonald’s Indonesia, Binjai. Tambahannya, dapat disarankan agar McDonald’s Indonesia di Binjai dapat meningkatkan keputusan pembelian pelanggan dengan memiliki citra merek yang baik dan positif, menerapkan pemasaran hijau yang efektif, dan meningkatkan keinginan emosional pelanggan dengan memberikan pelayanan terbaik kepada pelanggan.

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