THE INFLUENCE OF SOCIAL FACTORS, MARKETING ACTIVITIES FACTORS AND PERSONAL FACTORS ON PURCHASE DECISION MEDIATED BY PURCHASE INTENTION: A CASE OF MCDONALD’S PRODUCTS IN WEST JAKARTA

Abstract

Purpose : the purpose of this study is investigating the social factors, marketing activities factors, personal factors affecting purchase decision and mediated by purchase intention toward McDonald’s products in West Jakarta. Design / Method : the researcher used an online survey as the instrument, and distributed it through social media. The study sample consisted of 248 respondents of customers of McDonald’s in West Jakarta who bought the products at least once. A validity and reliability test were conducted by using statistical software, as well as model-fit and hypothesis testing which was analysed by SEM analysis. Findings : this research indicated that social factors (SF) has a positive influence toward purchase intention (PI), marketing activities factors (MA) has a positive influence toward purchase intention (PI), personal factors (PF) has a positive influence toward purchase intention (PI), and purchase intention (PI) has a positive influence toward purchase decision (PD). Originality / Value : this research is replicating and modifying the previous studies in order to repeat an experiment, under the same conditions (the three factors) and also estimate the variability of the result and to know whether increasing or not the accuracy of the estimate. This framework creates more comprehensive model and also added another variable to see whether purchase intentions influences purchasing decisions in purchasing McDonald's products in West Jakarta.