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All Journal ESENSI: JURNAL BISNIS DAN MANAJEMEN E-Jurnal Akuntansi Universitas Udayana IQTISHODUNA Jurnal Ekonomi Modernisasi PROFIT : Jurnal Administrasi Bisnis Jurnal Aplikasi Bisnis dan Manajemen (JABM) E-Journal UNEJ e-Proceeding Ekonomi Bisnis Jurnal Manajemen Indonesia JRMSI - Jurnal Riset Manajemen Sains Indonesia Jurnal Graha Pengabdian JOURNAL OF ECONOMICS EDUCATION AND ENTREPRENEURSHIP International Journal of Business, Law, and Education International Journal of Economy, Education and Entrepreneurship (IJE3) Parta: Jurnal Pengabdian Kepada Masyarakat International Journal of Humanities Education and Social Sciences Brilliant International Journal of Management and Tourism (BIJMT) International Journal of Accounting & Finance in Asia Pasific International Journal of Entrepreneurship and Business Management International Journal of Economics and Management Research Jurnal Ekonomi, Bisnis dan Pendidikan (JEBP) Journal of Business Management and Economic Development Adpebi International Journal of Multidisciplinary Sciences
Ely Siswanto
Universitas Negeri Malang
Religion Agriculture, Biological Sciences & Forestry Humanities Automotive Engineering Control & Systems Engineering Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Neuroscience Social Sciences Other

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Journal : JOURNAL OF ECONOMICS EDUCATION AND ENTREPRENEURSHIP

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The Effect of Fast Food Digital Marketing on Purchase Intention Through Brand Image and Consumer Satisfaction (Study on KFC Palopo's Teen Consumers) Wiwin Riski Windarsari; Sudarmiatin Sudarmiatin; Ely Siswanto
Journal of Economics Education and Entrepreneurship Vol 3, No 2 (2022): JEE, October 2022
Publisher : Program Studi Pendidikan Ekonomi FKIP Universitas Lambung Mangkurat

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.20527/jee.v3i2.6225

Abstract

The Theory of Planned Behavior (TPB) by including three additional constructs namely digital marketing, brand image, and consumer satisfaction to predict adolescent purchase intention for fast food products. This study uses an explanatory quantitative approach. The sampling technique used purposive sampling totaling 200 respondents. Data analysis using Partial Least Square (PLS) method. The results of the study show that 1) digital marketing has a positive and significant direct effect on brand image. 2) digital marketing has a positive and significant direct effect on consumer satisfaction. 3) brand image has a positive and significant direct effect on purchase intention. 4) consumer satisfaction has a positive and significant direct effect on purchase intention. 5) digital marketing has a positive and significant direct effect on purchase intention. 6) brand image has a direct effect on consumer satisfaction. 7) digital marketing has a positive and significant direct effect on purchase intention through brand image. 8) digital marketing has a positive and significant direct effect on purchase intention through consumer satisfaction. 9) brand image has a positive and significant direct effect on purchase intention through consumer satisfaction. 10) digital marketing has a positive and significant direct effect on consumer satisfaction through brand image. Based on the results of the study, the researchers gave suggestions, namely adding social media campaigns and providing special product packages for teenagers
Co-Authors Achmad Murdiono Adi Setiawan Afwan Hariri Agung Winarno Agus Hermawan Amalia Arifah Rahman Amry Mahdan Abrari Budi Eko Soetjipto Chintya Noliviasari Cipto Wardoyo Daffa Ramamilendra Daniswara Della Ayu Zonna Lia Dhimaz Sectio Caecaria Dimas Putri Mega Pratesa Dita Rahmi Rahayu Djoko Dwi Kusumajanto, Djoko Dwi Errica Dwitanti Ery Tri Djatmika RWW Fima Bara Alrhafynza Firsty Larastiyana Susanto Fulgentius Danardana Murwani Halimatus Syadiah Handri Dian Wahyudi Heri Pratikto Iklil Abdul Hamid Zuhri Intan Larasati Lulu Nurul Istanti Novita Astivasari Novita Tri Hariyanti Nurfadilah Karim Rahmawati Dwika Pratiwi Raudhotul Miul Hasanah Raudhotul Miul Hasanah Rayie Tariaranie Wiraguna Rizal Agus Bimantara Sanditriyoga Hasmoro Widagdo Subagyo Subagyo Sudarmiatin Sudarmiatin Tiffani Vitarini Veninda Annisa Putri Wita Ryani Juniar Wiwin Riski Windarsari Yuli Agustina, Yuli Yuli Soesetio Yulian Muzakki