The impact of marketing on consumer purchase intention in the fast- food industry: A quantitative study in JABODETABEK

Lawrence, Calista (2023) The impact of marketing on consumer purchase intention in the fast- food industry: A quantitative study in JABODETABEK. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

This study seeks to explore the relationship between fast food industry towards purchase intention, with green trust, health benefit, functional value quality, social norm, consumer innovativeness, convenience and availability and lastly, knowledge. The examination focuses on the fast-food industry, specifically McDonald's. The research employs A quantitative approach, gathering data through Google forms electronic questionnaires consisting of 570 respondents who mostly belong to millennials age/ This study is conducted in Indonesia, and targets respondents specifically in Jabodetabek area. The analysis of data was conducted utilizing the inner and outer model with the use of Smart-PLS 4.0. The outer model includes the tests of reliability and validity, while the tests of inner model was conducted on the goodness of fit test (GOF), Predictive relevance, P-value, T-statistics, R-square and common method bias. Moreover, the modeling of structural equation was conducted to test the relationships of constructs based on the theoretical framework of this research. This study consists of seven hypotheses to see the relationship between green trust, health benefit, functional value quality, consumer innovativeness, convenience and availability and knowledge towards purchase intention.

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