THE INFLUENCE OF CROSS-CULTURAL MARKETING AND BRAND IMAGE TOWARD PURCHASE DECISION MEDIATED BY SOCIAL INFLUENCE ON MCDONALDS PRODUCT

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.