PENGARUH KUALITAS PRODUK, PERSEPSI HARGA DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN MELALUI CITRA MEREK DI MCDONALDS
Kata Kunci:
Kualitas Produk, Persepsi Harga, , Promosi, Citra Merek, Keputusan Pembelian.
Abstrak
Penelitian ini memiliki tujuan untuk menganalisis dampak Kualitas Produk, Persepsi Harga Dan Promosi terhadap Keputusan Pembelian melalui Citra Merek di McDonalds. Populasi yang diteliti meliputi seluruh konsumen McDonalds, dengan teknik pengambilan sampel accidental sampling yang melibatkan 200 responden. Metode yang digunakan dalam penelitian ini adalah kuantitatif, dengan pengumpulan data melalui penyebaran kuesioner kepada konsumen McDonalds, dan analisis data dilakukan menggunakan SmartPLS 3.0. Hasil penelitian menunjukkan bahwa kualitas produk, persepsi harga, dan promosi memengaruhi keputusan pembelian McDonald's melalui citra merek. Kualitas produk dan promosi berpengaruh signifikan, sementara persepsi harga hanya berdampak pada citra merek, bukan langsung pada keputusan pembelian.
Referensi
Aditya, G., Ristanto, H., & Catur. (2021). Pengaruh Kualitas Produk Dan Promosi Terhadap Keputusan Pembelian. JBE (Jurnal Bingkai Ekonomi), 6(1), 58–71. https://doi.org/10.54066/jbe.v6i1.99
Alma, B. (2018). Manajemen Pemasaran dan Pemasaran Jasa.pdf. Alfabeta.
Alzate, M., Arce-Urriza, M., & Cebollada, J. (2022). Mining the text of online consumer reviews to analyze brand image and brand positioning. Journal of Retailing and Consumer Services, 67(January), 102989. https://doi.org/10.1016/j.jretconser.2022.102989
Andriyani, Y., & Zulkarnaen, W. (2017). Pengaruh Kualitas Produk Terhadap Keputusan Pembelian Mobil Toyota Yaris Di Wijaya Toyota Dago Bandung. Jurnal Ilmiah MEA (Manajemen, Ekonomi, & Akuntansi), 1(2), 80-103. https://doi.org/10.31955/mea.vol1.iss2.pp80-103.
Anggraini, N., Barkah, Q., & Hartini, T. (2020). Pengaruh Promosi, Harga, Kualitas Produk Terhadap Keputusan Pembelian Dengan Citra Merek Produk Rabbani Di Palembang. 4(1), 26–40. https://doi.org/10.31851/neraca.v4i1.4176
Arfah, Y. (2022). Keputusan Pembelian Produk. PT. Inovasi Pratama Internasional.
Armstrong, G., & Kotler, P. (2008). principle marketing.
Cheung, M. L., Pires, G. D., Rosenberger, P. J., Leung, W. K. S., & Ting, H. (2020). Investigating the role of social media marketing on value co-creation and engagement: An empirical study in China and Hong Kong. Australasian Marketing Journal, 29(2), 118–131. https://doi.org/10.1016/j.ausmj.2020.03.006
Chukwunwem, U. G., & Ndubueze, E. J. (2021). Effect of Product Innovation on Customer Purchase Decisions and Customers ’ Behavioural Intentions in Upscale Quick Service Restaurants ( Qsrs ) in Aba , Abia State , Nigeria. JournalNX- A Multidisciplinary Peer Reviewed Journal ISSN No: 2581 - 4230 VOLUME 7, ISSUE 3, Mar. -2021 EFFECT, 7(3), 432–444.
Elliott, C., Truman, E., & Black, J. E. (2025). Food marketing to teenagers: Examining the digital palate of targeted appeals. Appetite, 207(February), 107912. https://doi.org/10.1016/j.appet.2025.107912
Enggar Bangkit Laksono, R. H. M. (2019). Analisis Pengaruh Promosi, Inovasi, Dan Saluran Distribusi Terhadap Citra Merek Sepatu Olahraga Adidas Di Kota Semarang. 8, 1–13.
Fatmaningrum, S. R., & Fadhilah, M. (2020). Pengaruh Kualitas Produk Dan Citra Merek Terhadap Keputusan Pembelian Minuman Frestea. 4(1), 176–188.
Firmansyah, A. (2019). Buku Pemasaran Produk dan Merek. In penerbit qiara media (Issue August).
Frasquet, M., Ieva, M., & Mollá-Descals, A. (2024). Customer inspiration in retailing: The role of perceived novelty and customer loyalty across offline and online channels. Journal of Retailing and Consumer Services, 76(July 2023). https://doi.org/10.1016/j.jretconser.2023.103592
Gensler, S., & Rangaswamy, A. (2025). An emerging future for digital marketing: From products and services to sequenced solutions. Journal of Business Research, 190(February), 115230. https://doi.org/10.1016/j.jbusres.2025.115230
Hair, J. F., Ringle, C. M., Hult, G. T. M., & Sarstedt, M. (2022). A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM). January.
Hair, J., Ringle, C. M., Hult, G. T. M., & Sarstedt, M. (2016). A Primer on Partial Least Squares Structural Equation Modeling ( PLS-SEM ), A Primer on Partial Least Squares Structural Equation Modeling ( PLS-SEM ) SECOND EDITION (Issue May). SAGE Publishing.
Hanaysha, J. R. (2022). Impact of social media marketing features on consumer’s purchase decision in the fast-food industry: Brand trust as a mediator. International Journal of Information Management Data Insights, 2(2), 100102. https://doi.org/10.1016/j.jjimei.2022.100102
Henseler, J., Dijkstra, T. K., Sarstedt, M., & Ringle, C. M. (2014). Common Beliefs and Reality About PLS : Comments on Rönkkö and Evermann (2013). March. https://doi.org/10.1177/1094428114526928
Indrasari, D. M. (2019). Pemasaran & Kepuasan Pelanggan. In Unitomo Press (Vol. 11, Issue 1). http://scioteca.caf.com/bitstream/handle/123456789/1091/RED2017-Eng-8ene.pdf?sequence=12&isAllowed=y%0Ahttp://dx.doi.org/10.1016/j.regsciurbeco.2008.06.005%0Ahttps://www.researchgate.net/publication/305320484_SISTEM_PEMBETUNGAN_TERPUSAT_STRATEGI_MELESTARI
Kotler, P., & Armstrong, G. (2012). Principles of Marketing. In Pearson. https://doi.org/10.2307/2548367
Kotler, P., & Armstrong, G. (2017). Principles of Marketing 7th europan edition. In Journal of Chemical Information and Modeling (Vol. 53, Issue 9).
Kotler, P., & Armstrong, G. (2018). Principle Of Marketing. Pearson.
Kotler, P., Armstrong, G., Saunders, J., & Wang, V. (1999). Principles Of Marketing. Prentice Hall Europe.
Lacárcel, F. J. S. (2025). Digital technologies, sustainable lifestyle, and tourism: How digital nomads navigate global mobility? Sustainable Technology and Entrepreneurship, 4(2). https://doi.org/10.1016/j.stae.2025.100096
Lee, S., Illia, A., & Body, A. L. (2011). Perceived price fairness of dynamic pricing. https://doi.org/10.1108/02635571111133533
Li, W., Li, Y., Chen, J., & Chen, B. (2025). Strategic decentralization of self-branded and contract manufacturing businesses. European Journal of Operational Research, April 2024. https://doi.org/10.1016/j.ejor.2025.01.017
Lou, C. (2021). Social Media Influencers and Followers: Theorization of a Trans-Parasocial Relation and Explication of Its Implications for Influencer Advertising. Journal of Advertising. https://doi.org/10.1080/00913367.2021.1880345
Lupiyoadi, R. (2013). MANAJEMEN PEMASARAN BERBASIS KOMPETENSI.pdf (p. 404). Salemba Empat.
Maharani, S. (2020). Pengaruh Kualitas Produk, Kualitas Pelayanan, Persepsi Harga Terhadap Keputusan Pembelian Pizza Hut. IQTISHADequity Jurnal MANAJEMEN, 2(1), 10–22. https://doi.org/10.51804/iej.v2i1.548
Matzler, K., Wurtele, A., & Renzl, B. (2006). Dimension Of Price Satisfaction: a Study in the retail banking industry. 24.
Mendur, M. E. M., Tawas, H. N., Arie, F. V, Harga, P. P., Produk, K., Atmosfer, D. A. N., Manajemen, J., & Ekonomi, F. (2021). Pengaruh Persepsi Harga, Kualitas Produk Dan Atmosfer Toko Terhadap Keputusan Pembelian Pada Toko Immanuel Sonder. 9(3), 1077–1086.
Milovan, A. M., Dobre, C., & Moisescu, O. I. (2025). Boosting brand behavioral intentions via integrated explicit product placements in podcasts. Journal of Business Research, 189(February 2024), 115129. https://doi.org/10.1016/j.jbusres.2024.115129
Mitasari, E. L., & Tuti, M. (2024). Pengaruh Kualitas Produk dan Brand Ambasador Terhadap Keputusan Pembelian Melalui Kepuasan Harga pada Mie Lemonilo. 159–172.
Mukhlish, N., & Budiarti, A. (2022). Pengaruh Promosi Dan Kualitas Produk Yang Dimediasi Citra Merek Terhadap Keputusan Pembelian. 01(01), 82–99.
Nanda, vanya dwi. (2021). Pengaruh Kualitas Produk, Persepsi Harga, Dan Citra Merek Terhadap Keputusan Pembelian Pada Makanan Kecil Di Jakarta.
Nisa, K., & Khalid, J. (2024). Pengaruh Lokasi , Persepsi Harga , Dan Citra Merek Terhadap Keputusan Pembelian Konsumen Mixue Pendahuluan.
Nisrina Cahya Kamila, I. K. (2022). Analisis Pengaruh Persepsi harga, Kualitas Produk Dan Promosi Terhadap Keputusan Pembelian Pakan Ikan Dengan Citra Merek Sebagai Variabel Intervening. 11, 1–12.
Pahmi. (2024). Kualitas Produk Dan Harga Mempengaruhi Minat Beli Masyarakat. https://www.google.co.id/books/edition/KUALITAS_PRODUK_DAN_HARGA_MEMPENGARUHI_M/H9T9EAAAQBAJ?hl=id&gbpv=0
Panji Usmar Wicaksono, M. (2017). Analisis pengaruh kualitas produk, persepsi harga, promosi terhadap citra merek dan minat beli serta dampaknya pada keputusan pembelian kartu perdana xl axiata di semarang. 6, 1–11.
Qiu, K., & Zhang, L. (2024). How online reviews affect purchase intention: A meta-analysis across contextual and cultural factors. Data and Information Management, 8(2), 100058. https://doi.org/10.1016/j.dim.2023.100058
Rahmadani, S., Rosmanely, & Nurliyah. (2022). Citra Merek (Brand Image) dan Keputusan Pasien Memilih Pelayanan Kesehatan (p. 136). CV. Feniks Muda Sejahtera.
Ramdan, A. M., Siwiyanti, L., Komariah, K., & Saribanon, E. (2023). manajemen pemasaran.pdf.
Sari, R. M., & Prihartono. (2021). Pengaruh Harga Dan Kualitas Produk Terhada Keputusan Pembelian. 5(3), 1171–1184.
Sarstedt, M., Ringle, C. M., & Hair, J. F. (2017). Partial Least Squares Structural Equation Modeling (Issue September). https://doi.org/10.1007/978-3-319-05542-8
Sarstedt, M., Ringle, C. M., & Hair, J. F. (2021). Partial Least Squares Structural Equation Modeling (Handbook o). Springer Nature Switzerland AG. https://doi.org/10.1007/978-3-319-05542-8
Schiffman, L. G., & Wisenblit, J. (2019). Consumer Behavior. Pearson.
Senggetang, V., Mandey, S. L., & Moniharapon, S. (2019). Pengaruh Lokasi, Promosi Dan Persepsi Harga Terhadap Keputusan Pembelian Konsumen Pada Perumahan Kawanua Emerald City Manado. 7(1).
Situmorang, I. L., Jushermi, & Marhadi. (2017). Pengaruh Kualitas Produk Dan Iklan Terhadap Citra Merek Dan Keputusan Pembelian Produk Kecantikan Merek Pond’s Pada Remaja Di Kota Pekanbaru. 72–86.
Soesanto. (2024). MANAJEMEN PEMASARAN Perspektif Kepuasan dan Loyalitas Konsumen Terhadap Merek. Uwais Inspirasi Indonesia. https://books.google.co.id/books?id=JbgUEQAAQBAJ&pg=PA39&dq=pasar+sasaran&hl=id&newbks=1&newbks_redir=0&source=gb_mobile_search&sa=X&ved=2ahUKEwiq2_jlprSIAxXZ8DgGHXXPOCMQ6AF6BAgFEAM#v=onepage&q=pasar sasaran&f=false
Sugiyono. (2013). Metode Penelitian Kuantitatif Kualitatif dan R&D. CV, ALFABETA.
Sukma, R. P., Kristiadi, A. A., Nugroho, S. D., Membeli, N., & Brand, P. (2024). The Impact of Brand Image , Perceived Price and Social Media on Purchase Intention : The Role of Brand Trust as a Mediator. 15(85), 192–205.
Sumarwan, U. (2017). perilaku konsumen Teori dan Penerapannya dalam pemasaran. In Edisi Kedua. Ghalia Indonesia.
Syahrin, A., & Paludi, S. (2024). Pengaruh Kualitas Produk , Persepsi Harga , Dan Promosi Terhadap Keputusan Pembelian di J . CO Food Centrum. 19(1), 1–12.
Taan, H. (2017). Perilaku Konsumen dalam Berbelanja. In Zahir Publishing.
Tuti, M., Seran, N., & Damayanti, P. (2021). Pengaruh kualitas produk dan dekorasi terhadap kepuasan pelanggan melalui uji keputusan pembelian di sugarbell bakery and cake tanjung priok. Jurnal Culinaria, III(September 2020).
Vaclavik, V. A., & Christian, E. W. (2008). Essentials of food science. In Choice Reviews Online (Vol. 45, Issue 11). https://doi.org/10.5860/choice.45-6154
Zeithaml, V. A. (1988). Consumer Perceptions of Price , Quality and Value : A Means-End Model and Synthesis of Evidence. July 1988. https://doi.org/10.1177/002224298805200302
Alma, B. (2018). Manajemen Pemasaran dan Pemasaran Jasa.pdf. Alfabeta.
Alzate, M., Arce-Urriza, M., & Cebollada, J. (2022). Mining the text of online consumer reviews to analyze brand image and brand positioning. Journal of Retailing and Consumer Services, 67(January), 102989. https://doi.org/10.1016/j.jretconser.2022.102989
Andriyani, Y., & Zulkarnaen, W. (2017). Pengaruh Kualitas Produk Terhadap Keputusan Pembelian Mobil Toyota Yaris Di Wijaya Toyota Dago Bandung. Jurnal Ilmiah MEA (Manajemen, Ekonomi, & Akuntansi), 1(2), 80-103. https://doi.org/10.31955/mea.vol1.iss2.pp80-103.
Anggraini, N., Barkah, Q., & Hartini, T. (2020). Pengaruh Promosi, Harga, Kualitas Produk Terhadap Keputusan Pembelian Dengan Citra Merek Produk Rabbani Di Palembang. 4(1), 26–40. https://doi.org/10.31851/neraca.v4i1.4176
Arfah, Y. (2022). Keputusan Pembelian Produk. PT. Inovasi Pratama Internasional.
Armstrong, G., & Kotler, P. (2008). principle marketing.
Cheung, M. L., Pires, G. D., Rosenberger, P. J., Leung, W. K. S., & Ting, H. (2020). Investigating the role of social media marketing on value co-creation and engagement: An empirical study in China and Hong Kong. Australasian Marketing Journal, 29(2), 118–131. https://doi.org/10.1016/j.ausmj.2020.03.006
Chukwunwem, U. G., & Ndubueze, E. J. (2021). Effect of Product Innovation on Customer Purchase Decisions and Customers ’ Behavioural Intentions in Upscale Quick Service Restaurants ( Qsrs ) in Aba , Abia State , Nigeria. JournalNX- A Multidisciplinary Peer Reviewed Journal ISSN No: 2581 - 4230 VOLUME 7, ISSUE 3, Mar. -2021 EFFECT, 7(3), 432–444.
Elliott, C., Truman, E., & Black, J. E. (2025). Food marketing to teenagers: Examining the digital palate of targeted appeals. Appetite, 207(February), 107912. https://doi.org/10.1016/j.appet.2025.107912
Enggar Bangkit Laksono, R. H. M. (2019). Analisis Pengaruh Promosi, Inovasi, Dan Saluran Distribusi Terhadap Citra Merek Sepatu Olahraga Adidas Di Kota Semarang. 8, 1–13.
Fatmaningrum, S. R., & Fadhilah, M. (2020). Pengaruh Kualitas Produk Dan Citra Merek Terhadap Keputusan Pembelian Minuman Frestea. 4(1), 176–188.
Firmansyah, A. (2019). Buku Pemasaran Produk dan Merek. In penerbit qiara media (Issue August).
Frasquet, M., Ieva, M., & Mollá-Descals, A. (2024). Customer inspiration in retailing: The role of perceived novelty and customer loyalty across offline and online channels. Journal of Retailing and Consumer Services, 76(July 2023). https://doi.org/10.1016/j.jretconser.2023.103592
Gensler, S., & Rangaswamy, A. (2025). An emerging future for digital marketing: From products and services to sequenced solutions. Journal of Business Research, 190(February), 115230. https://doi.org/10.1016/j.jbusres.2025.115230
Hair, J. F., Ringle, C. M., Hult, G. T. M., & Sarstedt, M. (2022). A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM). January.
Hair, J., Ringle, C. M., Hult, G. T. M., & Sarstedt, M. (2016). A Primer on Partial Least Squares Structural Equation Modeling ( PLS-SEM ), A Primer on Partial Least Squares Structural Equation Modeling ( PLS-SEM ) SECOND EDITION (Issue May). SAGE Publishing.
Hanaysha, J. R. (2022). Impact of social media marketing features on consumer’s purchase decision in the fast-food industry: Brand trust as a mediator. International Journal of Information Management Data Insights, 2(2), 100102. https://doi.org/10.1016/j.jjimei.2022.100102
Henseler, J., Dijkstra, T. K., Sarstedt, M., & Ringle, C. M. (2014). Common Beliefs and Reality About PLS : Comments on Rönkkö and Evermann (2013). March. https://doi.org/10.1177/1094428114526928
Indrasari, D. M. (2019). Pemasaran & Kepuasan Pelanggan. In Unitomo Press (Vol. 11, Issue 1). http://scioteca.caf.com/bitstream/handle/123456789/1091/RED2017-Eng-8ene.pdf?sequence=12&isAllowed=y%0Ahttp://dx.doi.org/10.1016/j.regsciurbeco.2008.06.005%0Ahttps://www.researchgate.net/publication/305320484_SISTEM_PEMBETUNGAN_TERPUSAT_STRATEGI_MELESTARI
Kotler, P., & Armstrong, G. (2012). Principles of Marketing. In Pearson. https://doi.org/10.2307/2548367
Kotler, P., & Armstrong, G. (2017). Principles of Marketing 7th europan edition. In Journal of Chemical Information and Modeling (Vol. 53, Issue 9).
Kotler, P., & Armstrong, G. (2018). Principle Of Marketing. Pearson.
Kotler, P., Armstrong, G., Saunders, J., & Wang, V. (1999). Principles Of Marketing. Prentice Hall Europe.
Lacárcel, F. J. S. (2025). Digital technologies, sustainable lifestyle, and tourism: How digital nomads navigate global mobility? Sustainable Technology and Entrepreneurship, 4(2). https://doi.org/10.1016/j.stae.2025.100096
Lee, S., Illia, A., & Body, A. L. (2011). Perceived price fairness of dynamic pricing. https://doi.org/10.1108/02635571111133533
Li, W., Li, Y., Chen, J., & Chen, B. (2025). Strategic decentralization of self-branded and contract manufacturing businesses. European Journal of Operational Research, April 2024. https://doi.org/10.1016/j.ejor.2025.01.017
Lou, C. (2021). Social Media Influencers and Followers: Theorization of a Trans-Parasocial Relation and Explication of Its Implications for Influencer Advertising. Journal of Advertising. https://doi.org/10.1080/00913367.2021.1880345
Lupiyoadi, R. (2013). MANAJEMEN PEMASARAN BERBASIS KOMPETENSI.pdf (p. 404). Salemba Empat.
Maharani, S. (2020). Pengaruh Kualitas Produk, Kualitas Pelayanan, Persepsi Harga Terhadap Keputusan Pembelian Pizza Hut. IQTISHADequity Jurnal MANAJEMEN, 2(1), 10–22. https://doi.org/10.51804/iej.v2i1.548
Matzler, K., Wurtele, A., & Renzl, B. (2006). Dimension Of Price Satisfaction: a Study in the retail banking industry. 24.
Mendur, M. E. M., Tawas, H. N., Arie, F. V, Harga, P. P., Produk, K., Atmosfer, D. A. N., Manajemen, J., & Ekonomi, F. (2021). Pengaruh Persepsi Harga, Kualitas Produk Dan Atmosfer Toko Terhadap Keputusan Pembelian Pada Toko Immanuel Sonder. 9(3), 1077–1086.
Milovan, A. M., Dobre, C., & Moisescu, O. I. (2025). Boosting brand behavioral intentions via integrated explicit product placements in podcasts. Journal of Business Research, 189(February 2024), 115129. https://doi.org/10.1016/j.jbusres.2024.115129
Mitasari, E. L., & Tuti, M. (2024). Pengaruh Kualitas Produk dan Brand Ambasador Terhadap Keputusan Pembelian Melalui Kepuasan Harga pada Mie Lemonilo. 159–172.
Mukhlish, N., & Budiarti, A. (2022). Pengaruh Promosi Dan Kualitas Produk Yang Dimediasi Citra Merek Terhadap Keputusan Pembelian. 01(01), 82–99.
Nanda, vanya dwi. (2021). Pengaruh Kualitas Produk, Persepsi Harga, Dan Citra Merek Terhadap Keputusan Pembelian Pada Makanan Kecil Di Jakarta.
Nisa, K., & Khalid, J. (2024). Pengaruh Lokasi , Persepsi Harga , Dan Citra Merek Terhadap Keputusan Pembelian Konsumen Mixue Pendahuluan.
Nisrina Cahya Kamila, I. K. (2022). Analisis Pengaruh Persepsi harga, Kualitas Produk Dan Promosi Terhadap Keputusan Pembelian Pakan Ikan Dengan Citra Merek Sebagai Variabel Intervening. 11, 1–12.
Pahmi. (2024). Kualitas Produk Dan Harga Mempengaruhi Minat Beli Masyarakat. https://www.google.co.id/books/edition/KUALITAS_PRODUK_DAN_HARGA_MEMPENGARUHI_M/H9T9EAAAQBAJ?hl=id&gbpv=0
Panji Usmar Wicaksono, M. (2017). Analisis pengaruh kualitas produk, persepsi harga, promosi terhadap citra merek dan minat beli serta dampaknya pada keputusan pembelian kartu perdana xl axiata di semarang. 6, 1–11.
Qiu, K., & Zhang, L. (2024). How online reviews affect purchase intention: A meta-analysis across contextual and cultural factors. Data and Information Management, 8(2), 100058. https://doi.org/10.1016/j.dim.2023.100058
Rahmadani, S., Rosmanely, & Nurliyah. (2022). Citra Merek (Brand Image) dan Keputusan Pasien Memilih Pelayanan Kesehatan (p. 136). CV. Feniks Muda Sejahtera.
Ramdan, A. M., Siwiyanti, L., Komariah, K., & Saribanon, E. (2023). manajemen pemasaran.pdf.
Sari, R. M., & Prihartono. (2021). Pengaruh Harga Dan Kualitas Produk Terhada Keputusan Pembelian. 5(3), 1171–1184.
Sarstedt, M., Ringle, C. M., & Hair, J. F. (2017). Partial Least Squares Structural Equation Modeling (Issue September). https://doi.org/10.1007/978-3-319-05542-8
Sarstedt, M., Ringle, C. M., & Hair, J. F. (2021). Partial Least Squares Structural Equation Modeling (Handbook o). Springer Nature Switzerland AG. https://doi.org/10.1007/978-3-319-05542-8
Schiffman, L. G., & Wisenblit, J. (2019). Consumer Behavior. Pearson.
Senggetang, V., Mandey, S. L., & Moniharapon, S. (2019). Pengaruh Lokasi, Promosi Dan Persepsi Harga Terhadap Keputusan Pembelian Konsumen Pada Perumahan Kawanua Emerald City Manado. 7(1).
Situmorang, I. L., Jushermi, & Marhadi. (2017). Pengaruh Kualitas Produk Dan Iklan Terhadap Citra Merek Dan Keputusan Pembelian Produk Kecantikan Merek Pond’s Pada Remaja Di Kota Pekanbaru. 72–86.
Soesanto. (2024). MANAJEMEN PEMASARAN Perspektif Kepuasan dan Loyalitas Konsumen Terhadap Merek. Uwais Inspirasi Indonesia. https://books.google.co.id/books?id=JbgUEQAAQBAJ&pg=PA39&dq=pasar+sasaran&hl=id&newbks=1&newbks_redir=0&source=gb_mobile_search&sa=X&ved=2ahUKEwiq2_jlprSIAxXZ8DgGHXXPOCMQ6AF6BAgFEAM#v=onepage&q=pasar sasaran&f=false
Sugiyono. (2013). Metode Penelitian Kuantitatif Kualitatif dan R&D. CV, ALFABETA.
Sukma, R. P., Kristiadi, A. A., Nugroho, S. D., Membeli, N., & Brand, P. (2024). The Impact of Brand Image , Perceived Price and Social Media on Purchase Intention : The Role of Brand Trust as a Mediator. 15(85), 192–205.
Sumarwan, U. (2017). perilaku konsumen Teori dan Penerapannya dalam pemasaran. In Edisi Kedua. Ghalia Indonesia.
Syahrin, A., & Paludi, S. (2024). Pengaruh Kualitas Produk , Persepsi Harga , Dan Promosi Terhadap Keputusan Pembelian di J . CO Food Centrum. 19(1), 1–12.
Taan, H. (2017). Perilaku Konsumen dalam Berbelanja. In Zahir Publishing.
Tuti, M., Seran, N., & Damayanti, P. (2021). Pengaruh kualitas produk dan dekorasi terhadap kepuasan pelanggan melalui uji keputusan pembelian di sugarbell bakery and cake tanjung priok. Jurnal Culinaria, III(September 2020).
Vaclavik, V. A., & Christian, E. W. (2008). Essentials of food science. In Choice Reviews Online (Vol. 45, Issue 11). https://doi.org/10.5860/choice.45-6154
Zeithaml, V. A. (1988). Consumer Perceptions of Price , Quality and Value : A Means-End Model and Synthesis of Evidence. July 1988. https://doi.org/10.1177/002224298805200302
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2025-04-30
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Prameswari, A., & Silitonga, P. (2025). PENGARUH KUALITAS PRODUK, PERSEPSI HARGA DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN MELALUI CITRA MEREK DI MCDONALDS. Jurnal Ilmiah Manajemen, Ekonomi, & Akuntansi (MEA), 9(1), 3521-3545. https://doi.org/10.31955/mea.v9i1.5475
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