scholarly journals Peran Brand Image dalam Memediasi Pengaruh Social Media Marketing terhadap Repeat Purchase pada Fast-Food Restaurant di Kota Medan

2019 ◽  
Vol 11 (1) ◽  
pp. 53-68
Author(s):  
Muhammad Fahmi ◽  
Muhammad Arif ◽  
Salman Farisi ◽  
Nadia Ika Purnama
Keyword(s):  
Social Media ◽  
Random Sampling ◽  
Fast Food ◽  
Brand Image ◽  
Restaurant Industry ◽  
Social Media Marketing ◽  
Fast Food Restaurant ◽  
Fast Food Restaurants ◽  
Repeat Purchase

This study aims to analyze the effect of social media marketing on brand image and repeat purchases, and to analyze the role of brand image in mediating the effect of social media marketing on repeat purchases in the Fast-Food Restaurant industry in Medan. The respondents are consumers who have made purchases at five fast food restaurants in Medan. 140 people were selected using random sampling. Data collected using questionnaire and interviews, and analyzed using descriptive and path analysis. The results proved that social media marketing was significantly influenced brand image; brand image was significantly influenced repeat purchase; and, social media marketing was significantly influenced repeat purchase. Moreover, social media marketing proved has no significant effect on repeat purchase through brand image as mediator.  

The Ubiquitous Role of Mobile Phones in Value Co-Creation Through Social Media Marketing

2021 ◽  
pp. 2166-2180
Author(s):  
Syed Far Abid Hossain ◽  
Xu Shan ◽  
Abdul Qadeer
Keyword(s):  
Social Media ◽  
Data Collection ◽  
Mobile Phones ◽  
Random Sampling ◽  
Vital Role ◽  
Social Media Marketing ◽  
Primary Data ◽  
Use Of Social Media ◽  
Shed Light

The purpose of this paper is to ascertain the contemporary role of mobile phones in value co-creation through social media marketing. How mobile phones, in particular, smartphones with the help of numerous social media generate value co-creation, is the key objective of this study. A random sampling method was used to conduct a survey in different universities in China to identify the role of mobile phones in value co-creation. Findings from primary data collection indicated that mobile phones play a vital role in value co-creation because of the extensive use of social media. If value co-creation through social media marketing develops with the help of producers, suppliers and other intermediaries with the necessary technology and trust, the society, as well as customers, may enjoy a unique way of shopping. Future studies with mixed methodology and respondents who use different social media as a tool to generate value co-creation may shed light on the undiscovered phenomenon of social media marketing in the context of the mobile phone.

scholarly journals Shake Shack IPO Analysis

2021 ◽  
Vol 5 (9) ◽  
pp. 49-54
Author(s):  
Caixia Hu
Keyword(s):  
New York ◽  
New York City ◽  
Fast Food ◽  
Service Industry ◽  
Food Service ◽  
The United States ◽  
Restaurant Industry ◽  
Fast Food Restaurant ◽  
Fast Food Restaurants ◽  
Successful Business

The restaurant industry is one of the largest and fastest growing sectors in the economy in the United States. According to the National Restaurant Association (NRA), the food service industry is the third largest industry accounting for more than 4% of the country’s gross domestic product (GDP). Shake Shack is an American fast food restaurant chain based in New York City. It started out as a food cart at Madison Square Park in 2000, and its popularity grew steadily. Shake Shack is currently one of the best fast-food restaurants in the world. This article discusses the successful business model of Shake Shack through IPO analysis.

scholarly journals PERAN BRAND IMAGE MEMEDIASI SOCIAL MEDIA MARKETING TERHADAP KEPUTUSAN PEMBELIAN

2020 ◽  
Vol 9 (5) ◽  
pp. 1962
Author(s):  
Kompyang Gede Sathya Narayana ◽  
Gede Bayu Rahanatha
Keyword(s):  
Social Media ◽  
Data Collection ◽  
Significant Influence ◽  
Sampling Method ◽  
Brand Image ◽  
Social Media Marketing ◽  
Sampling Techniques ◽  
Purchasing Decisions ◽  
Analysis Technique

The purpose of this study was to determine the role of brand image mediating the effect of social media marketing on purchasing decisions on Denara Bali consumers. This research was conducted in Denpasar City by using a sample of 120 respondents who had already purchased Denara Bali products and had followed and had communicated with Instagram @denarabaliofficial admin, with non-probability sampling techniques with purposive sampling method. Data collection was carried out through questionnaires. The analysis technique used in this research is path analysis and sobel test. The results of this study found that social media marketing had a positive and significant effect on brand image. Social media marketing has a positive and significant influence on purchasing decisions. Brand image has a positive and significant influence on purchasing decisions. Brand image is a mediating variable of the influence between social media marketing on purchasing decisions on Denara Bali consumers in Denpasar City. Keywords: social media marketing, brand image, purchasing decisions

scholarly journals Moderating Role of Social Factors on the Effect of Integrated Marketing Communication on Performance of Fast Food Restaurants in Nairobi Central Business District, Kenya.

2018 ◽  
Vol 6 (5) ◽  
Author(s):  
Musyimi Peris Mueni ◽  
Wambui E Ng’ang’a ◽  
Julie Makomere ◽  
Robert Onyango
Keyword(s):  
Social Media ◽  
Public Relations ◽  
Social Factors ◽  
Fast Food ◽  
Sales Promotion ◽  
Integrated Marketing ◽  
Social Media Networks ◽  
Fast Food Restaurants ◽  
Moderating Role

Universally Integrated Marketing Communication (IMC) plays a pivotal role in providing adequate intrinsic information which impacts on overall performance of fast food restaurants. In this regard the study was designed to assess the moderating role of social factors on the effect of integrated marketing communications on the performance of fast food restaurants in Nairobi central business district. The study was guided by the following specific objectives; to examine the role of public relations, social media networks, sales promotion and advertising on the performance of fast food restaurants in Nairobi CBD. To determine the moderating role of social factors on the effect of intergraded marketing and communication on the performance of fast food restaurants in Nairobi CBD. The study adopted an explanatory research design. The target population was 144 key informants which included 48 managers and 96 heads of departments sampled from all the 48 fast food restaurants in Nairobi CBD. In this study census sampling technique was adopted to arrive at the sample size which is 144 key informants. Data was collected by use of structured and unstructured questionnaires from the key informants. Collected data analyzed by use of both inferential and descriptive statistics using SPSS version 20. Result of multiple regressions revealed that social factors moderates the relationship between integrated marketing communication and the performance of fast food restaurants with F=60.279 at P=.000. Jointly the four constructs namely public relations, social media networks, sales promotion and advertisement with a moderator jointly explained 73.6 % (R2 = 0.736) variation in performance of fast food restaurants. The β value for public relations (.233), social media networks (.232), sales promotion (.340), advertising (.295), were positive. Correlations between public relations, social media networks, sales promotion, and advertising r=.677** r= . 579** , r =.693**andr =.411**respectively. They were also positively and significantly related to performance of fast food restaurants where P lesstahn 0.01. All these together led to the rejection of the null hypothesis. This implies that the management of fast food restaurants should pay high premiums in strategically formulating and implementing IMCs which can effectively galvanize high performance of fast food restaurants.

scholarly journals ANALISIS PREFERENSI MASYARAKAT TERHADAP RESTORAN CEPAT SAJI DI KOTA BOGOR

2017 ◽  
Vol 3 (1) ◽  
pp. 16-28
Author(s):  
Sri Hartini ◽  
Lesti Hartati
Keyword(s):  
Fast Food ◽  
Consumer Satisfaction ◽  
Consumer Preferences ◽  
Restaurant Industry ◽  
Fast Food Restaurant ◽  
Analysis Method ◽  
Scoring Method ◽  
Hygiene Factors ◽  
The Matrix ◽  
Fast Food Restaurants

ABSTRACTThe objectives of this research are: (1) to identify the most important environmental factors that led to a variety of consumer preferences for fast food restaurants in Bogor; (2) to measure the relative performance of consumer satisfaction attribute in fast food restaurant industry in Bogor by using approach of importance performance analysis; and (3) to identify the pattern of competition among fast food restaurants in Bogor City with the use of SPSS scoring method. Data analysis method used is Fischbein analysis consist of quantitative analysis and qualitative analysis. The results showed that: 1) hygiene factors should be put forward because the concept of fast food restaurants attract more consumers from middle to upper economic level, and of course it is critical to give an assessment of the condition or circumstances in all aspects of the service from fast food restaurants; 2) the level of service provided to the consumer most attributes are in the low priority position matrix with the percentage of 53%, the attribute on the matrix to maintain the achievement is in the second with the percentage of 33%, followed by the main priority attribute is only 9% and the last attribute on the matrix excessive with percentage of 5%. This means there are still many attributes that do not have significant effectiveness to the services provided by each attribute; 3) can be determined the average total scoring of KFC restaurant (20.56, 14%), McD restaurant (18.29, 12%), Pizza Hut restaurant (16.67, 11%), Trio restaurant (15.98,11%), restaurant of Simpang Raya (15.96,11%), Burger Kings restaurant(15.87,10%, Rumah Anai restaurant, (15.18; 10%), and Dominos restaurant (14.83,10%).Keywords: Community Preference, Fast Food Restaurant, and Bogor City

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