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.