Pengaruh Isu Boikot Dan Citra Merek Terhadap Keputusan Pembelian Konsumen Mcdonald’s
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Abstract
Fierce competition in the fast-food industry has presented businesses with the challenge of a declining growth trend from 2023 through 2024 due to boycotts and shifts in consumer behavior. However, a strong brand image is believed to be capable of mitigating this decline. Therefore, this study aims to examine the influence of boycott issues and brand image on McDonald’s consumers’ purchasing decisions, both partially and simultaneously. The method used was a quantitative associative survey design with a sample of 96 respondents selected through purposive sampling. Primary data was collected via an online 5-point Likert scale questionnaire and then analyzed using SPSS version 27 through multiple linear regression analysis and a series of hypothesis tests. The results of the partial tests show that the boycott issue variable has a negative and significant effect on consumer purchasing decisions. Conversely, brand image was found to have a positive and significant partial effect on purchasing decisions. Simultaneously, these two variables together have a positive and significant effect on determining McDonald’s consumers’ purchasing decisions
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References
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