Nadyasyifa, Anggie and , Dr. Moechammad Nasir, S.E., M.M. and , Prof. Dr. Muzakar Isa, S.e., M.Si (2025) Manifestasi Model Assael Terhadap Consumer buying Decision Dengan Modern Life Style Sebagai Variable Intervening Pada Tiga Fast Food Merek International Di Soloraya. Thesis thesis, Universitas Muhammadiyah Surakarta.
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Abstract
This study aims to analyze and discuss the influence of individuals, the environment and marketing stimuli on Modern Life Style consumers in three international fast food brands in Soloraya. Analyze and discuss the influence of Modern Life Style on consumer purchasing decisions on three international fast food brands in Soloraya. Analyze and discuss the direct influence of individuals, the environment and marketing stimuli on purchasing decisions on three international fast food brands in Soloraya. Analyze and discuss the direct influence of marketing stimuli on purchasing decisions on three international fast food brands in Soloraya. Analyze and discuss the role of Modern Life Style in mediating between individuals, the environment, and marketing stimuli on purchasing decisions on three international fast food brands in Soloraya. The population in this study were all consumers who made purchases at KFC, CFC and Mc. Donald's in Soloraya with a sample of 350 respondents. Data collection techniques through questionnaire distribution. The sampling technique in this study used nonprobability sampling with the purposive sampling method. Data analysis in this study used Smart PLS 3, which includes an outer model consisting of convergent validity, discriminant validity, composite reliability, Cronbach's alpha and multicollinearity test and an inner model consisting of coefficient of determination, goodness of fit, effect size test (f2), and hypothesis test. This study shows that fast food purchasing decisions in Soloraya are significantly influenced by individual, contextual, and marketing stimulus elements, with modern life serving as an intervening variable that strengthens the relationship. These findings support the idea that contemporary lifestyle changes have an increasing impact on fast food consumption patterns. Practically, these results provide insights to fast food restaurant operators on how to better adapt their marketing techniques to people's lifestyle patterns.
| Item Type: | Thesis (Thesis) |
|---|---|
| Uncontrolled Keywords: | Individu, Environment, Stimulus Pemasaran, Modern Life Style dan Keputusan Pembelian. |
| Subjects: | H Social Sciences > HD Management, Business and Labor > Management > Marketing Management |
| Divisions: | Fakultas Ekonomi dan Bisnis > S2 Manajemen |
| Depositing User: | Anggie Nadyasyifa |
| Date Deposited: | 21 Feb 2025 02:04 |
| Last Modified: | 21 Feb 2025 02:04 |
| URI: | http://eprints.ums.ac.id/id/eprint/132778 |
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