Abstract:
The globalization era until today still grows. Currently, the culinary business in
Indonesia is very mushrooming. Besides business authentic Indonesian culinary
cuisine (Indonesian Food), there is also a culinary business foreigner who have entered
Indonesia, one of which is fast food (Fast food). Meanwhile, internationalization is a
process that aims to adapting product offerings to suit local cultural needs and
preferences a country, so that McDonald's can develop its products with that in mind
internationalization management capabilities. McDonald's is recorded as having
approximately 31,000 companies in 119 countries, and serves around 43 million
visitors every day Therefore, this research aims to examine the Decision to Purchase
McDonalds product. This research is carried out to study The Influence of Cross-
Cultural Marketing and Brand Image Toward Purchase Decision Mediated by Social
Influence on McDonalds Product. The method used in this study a quantitative method
with data collection through a questionnaire. Questionnaires are distributed online for
people who know McDonalds product. Respondent data from this study was valid, 229
valid respondents met the criteria. To analyze the data, the researcher used PLS-SEM
to analyze the data and test the hypotheses. The results of this study indicate that based
on the results, it was found that all exogenous variables in this study is significant. The
researcher recommends that the research on Cross-Cultural Marketing and Brand
Image is important because different legal frameworks and regulations may affect
marketing strategies and Misinterpretation of cultural cues that may lead to
misunderstandings or offense.
