The Influence Of Digital Marketing, Customer Trust And Brand Image On Customer Satisfaction At Mcdonald's Fast Food Restaurant In Cilegon City

Authors

  • Muhamad Suhaemi Serang Raya University
  • Nabila Zahra Auliya Serang Raya University
  • Dhanny Isnaeni Darmawan Serang Raya University
  • Yoga Adiyanto Serang Raya University

Keywords:

Digital Marketing, Brand Image, Customer Trust, And Customer Satisfaction

Abstract

. This study aims to analyze the effect of digital marketing on brand image, trust and consumer satisfaction at McDonald's fast food restaurants in Cilegon City.The sampling technique in this study was purposive sampling, namely the sample selection method based on certain criteria. That is, McDonald's consumers who have bought McDonald's at least once. Based on the results of the study it can be concluded that: There is a positive and significant influence between Digital marketing on Consumer Satisfaction at Mcdonald's Fast Food Restaurants in Cilegon City, There is a positive and significant influence between Customer Trust on Customer Satisfaction at Mcdonald's Fast Food Restaurants in Cilegon City, There is a positive and significant influence between Brand Image on Customer Satisfaction at Mcdonald's Fast Food Restaurants in Cilegon City, There is a positive and significant influence  between  Digital  marketing, Consumer Trust and Brand Image on Consumer  Satisfaction  at  Mcdonald's  Fast  Food  Restaurants  in Cilegon City.

 

 

References

Bilgin, Y. (2018a). The Effect Of Social Media Marketing Activities On Brand Awareness, Brand Image And Brand Loyalty. Business & Management Studies: An International Journal, 6 (1), 128–148. https://Doi.Org/10.15295/Bmij.V6i1.229

Chandra Wijaya and Sesilya Kempa. (2018). The Influence of Trust, Convenience, and Quality of Information on Consumer Satisfaction Through Decisions to Purchase Fashion Products at Lazada. Agora Vol. 6, no. 2 (2018), 6 (2), 1–6.

Dewi Sanjaya, I., & Martono, S. (2012). Management Analysis Journal. 1 (2), 120–128. Fadjri, A., & Silitonga, P. (2020). The Influence of Product Quality, Price Perception and

Digital Marketing on Customer Satisfaction at Pizza Marzano Pondok Indah Mall 2.

Eduturisma, 3 (2), 1–20.

Gede Wiyasa, I. (2022). Interest And Loyalty On Purchase Intention Using The Application Of Mcdonald's Indonesia (Community Service Activities). In Jurnal Suara Pengabdian (Vol. 45, Issue 2). Https://Jurnal2.Untagsmg.Ac.Id/Index.Php/Sabda

. Manado. Journal of Research in Economics, Management, Business and Accounting, 4 (2), 1313–1322.

Gulla, R., Oroh, S. G., & Roring, F. (2015). Analysis Of Price, Promotion, And Service Quality To Consumer Satisfaction On Manado Grace Inn Hotel. In March (Vol. 3, Issue 1).

Gunardi, CG, Erdiansyah, R., Influence,:, Brand, C., Service, K., Satisfaction, T., Restaurant, P., & Ku, M. (ND). The Influence of Brand Image and Service Quality on Customer

Journal of management and informatics– VOLUME. 2, NO. 3, DESEMBER 2023

Satisfaction at Mangkok Ku Restaurant.

Haryanto, RA (2013). Promotion Strategy, Product Quality, Service Quality on Customer Satisfaction at Mcdonald's Restaurant Manado. Journal of Research in Economics, Management, Business and Accounting, 1 (4), 1465–1473. https://Doi.Org/10.35794/Emba.V1i4.2923

Hendrasto, F. (2017a). The Role of Brand Identification and Brand Image in Influencing Brand Love. Journal of Modernization Economics, 13 (2), 94. https://Doi.Org/10.21067/Jem.V13i2.1761

Inkiriwang, MV, Ogi, IWJ, & Woran, D. (2022). The Influence of Digital Marketing, Product Quality and Emotions on Consumer Satisfaction at Pinky Kitty Shop Tondano. Emba Journal: Journal of Economic, Management, Business and Accounting Research, 10 (3), 587. Https://Doi.Org/10.35794/Emba.V10i3.42488

Islam, NNMI (2021). Validity and Reliability Analysis of Electronic Medical Records User Satisfaction Instruments. Permas Scientific Journal: Kendal Stikes Scientific Journal, 11 (3), 579–586.

Kasinem, K. (2020). The Influence of Trust and Service Quality on Consumer Satisfaction at the Bukit Serelo Lahat Hotel. Wahana Ekonomika Media Journal, 17 (4), 329. Https://Doi.Org/10.31851/Jmwe.V17i4.5096

Case, S., Produk, K., Lois, M., Ssl, J. Di, Andini, A., Dian, S., & Sampurna, SE (ND). Analysis of the Influence of Product Quality and Brand Image on Purchasing Decisions with Word of Mouth as an Intervening Variable………… Analysis of the Influence of Product Quality and Brand Image on Purchasing Decisions with Word of Mouth as an Intervening Variable.

Kristianto, AD, & Wahyudi, TA (2019). The Influence of Brand Image, Product Quality Perceptions and Price Perceptions on Customer Satisfaction and Their Impact on Customer Loyalty. Journal of Strategic Management and Business Applications, 2 (2), 117–126. https://Doi.Org/10.36407/Jmsab.V2i2.74

Masfufah, N., & Soebiantoro, U. (2021). The Effect of Brand Image and Consumer Trust on Consumer Satisfaction. Journal of Business Economics, 23 (4), 765–772.

Masitha, NN, & Islam, I. (ND). Validity and Reliability Analysis of Electronic Medical Records User Satisfaction Instruments. Http://Journal.Stikeskendal.Ac.Id/Index.Php/Pskm

Meilita, RN, Nasution, YN, & Hayati, MN (2016). Structural Equation Modeling Using Partial Least Square Approach (Case Study: The Influence of Locus of Control, Self Efficacy, and Work Environment on the Performance of Kaltim Post Samarinda Employees). Proceedings of the FMIPA Unmul Science and Technology Seminar, 1 (1), 41–45.

Mewoh, FM, Tampi, JRE, & Mukuan, DDS (2019). The Influence of Digital Marketing on Purchasing Decisions at Matahari Department Store Manado Town Square. Journal of Business Administration, 9 (1), 35. https://Doi.Org/10.35797/Jab.9.1.2019.23529.35-42

Pranatawijaya, VH, Widiatry, W., Priscilla, R., & Putra, PBAA (2019a). Application of Likert Scales and Dichotomous Scales in Online Questionnaires. Journal of Science and Informatics, 5 (2), 128–137. https://Doi.Org/10.34128/Jsi.V5i2.185

Putri, PM, & Marlien, R.. (2022b). The Influence of Digital Marketing on Online Purchasing Decisions. Jesya (Journal of Sharia Economics & Economics), 5 (1), 25–36. https://Doi.Org/10.36778/Jesya.V5i1.510

Rumaidlany, D., Mariam, S., & Ramli, AH (2022a). The Influence of Brand Image and Brand Awareness on Purchasing Decisions at Mc Donald's in Palmerah, West Jakarta. Lantern Business Journal, 11 (2), 102. Https://Doi.Org/10.34127/Jrlab.V11i2.567

Sabila, N., & Amalina, S. (2019). Digital marketingstekom Some Of The Authors Of This Publication Are Also Working On These Related Projects: Retail Innovation In An Emerging Market Context View Project Marketing View Project. https://Www.Researchgate.Net/Publication/340965828

Sapitri, E., Sampurno, & Hayani, I. (2020). The Influence of Brand Image and Product Quality on Customer Satisfaction and Loyalty (Case Study of Cussons Baby Telon Oil Customers in DKI Jakarta). Independent Journal, 4 (2), 231–240. Https://Doi.Org/10.33753/Mandiri.V4i2.144

Satryawati, E. (2018). The Influence of Trust and Satisfaction on E-Commerce Customer Loyalty. Journal of Information and Computer Technology, 4 (1), 36–52. https://Doi.Org/10.37012/Jtik.V4i1.284

Suardhita, N., Rafik, A., & Bina Sarana Informatika Jakarta, U. (2019). The Influence of Brand Image on Purchasing Decisions for Wardah Brand Powder Products Irwin Sukrisno Sugeng (Vol. 3, Issue 1).

Susilawati, A., & Erlina, DR (2022a). Tafkirul Iqtishodiyyah Stis Darul Ulum East Lampung The Effect Of Electronic Service Quality On Mcdelivery Mobile Application On Generation Z Consumer Satisfaction. Http://Ejournal.Stisdulamtim.Ac.Id/Index.Php/Jti

Usvela, E., Qomariah, N., & Wibowo, Y.G. (2019). The Influence of Brand Image, Trust, and Customer Value on Herbalife Customer Satisfaction. Indonesian Journal of Management and Business, 5 (2), 300–312. Http://Jurnal.Unmuhjember.Ac.Id/Index.Php/Jmbi/Article/View/2930/2260

Viedy, E., Lombok, V., Samadi, RL, Management, J., Economy, F., & Business, D. (ND). The Effect Of Brand Image, Brand Trust And Digital Marketing on Consumer Purchase Decisions On Emina Products (Case Study At Sam Ratulangi University Students).

Widodo, A. (2019). Management Analysis Journal The Influence Of Promotion And Trust On Customer Loyalty Through Customer Satisfaction. In Management Analysis Journal (Vol. 8, Issue 3). Http://Maj.Unnes.Ac.Id

Yusup Tadris Biology Study Program, F., & Tarbiyah and Teacher Training, F. (2018). Validity and Reliability Test of Quantitative Research Instruments. January-June, 7 (1), 17–23.

Downloads

Published

2023-12-31

Issue

Vol. 2 No. 3 (2023): December : Journal of Management and Informatics

Section

Articles

License

Copyright (c) 2024 Journal of Management and Informatic

Creative Commons License

This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.