Pengaruh Digital Marketing Terhadap Purchase Decision Melalui Brand Image Pada Mcdonald’s Di Era Boikot Konsumen
DOI:
https://doi.org/10.62375/2zx5rt60Keywords:
Digital Marketing, Brand Image, Purchase Decision, Boikot Konsumen, McDonald'sAbstract
This study aims to examine the effect of Digital Marketing on Purchase Decision through Brand Image as a mediating variable among McDonald's consumers during the consumer boycott era. This research employed a quantitative approach with a causal research design. Data were collected from 169 respondents using purposive sampling and analyzed using Partial Least Squares-Structural Equation Modeling (PLS-SEM) with SmartPLS 4. The results indicate that Digital Marketing has a positive and significant effect on Brand Image, while Brand Image significantly affects Purchase Decision. However, Digital Marketing does not have a significant direct effect on Purchase Decision. Furthermore, Brand Image serves as a full mediating variable in the relationship between Digital Marketing and Purchase Decision. These findings suggest that during the boycott era, consumers' purchase decisions are influenced not only by digital marketing activities but also by the brand image formed in consumers' perceptions. This study is expected to provide insights for companies in developing digital marketing strategies and managing brand image during crisis situations. The implications of the study are discussed further in the discussion section.
Downloads
References
[1] M. E. Ibrahim, L. Listyawati, A. Asnawi, and G. A. Ayuningtiyas, “The Influence of Digital Marketing and Electronic Word of Mouth ( E-Wom ) With Brand Image Mediation on Purchase Decisions at Fore Surabaya,” vol. 1112, 2026, doi: 10.70142/kbijmaf.v3i1.389.
[2] A. C. Girsang and K. D. Solihati, “Analisis Manajemen Strategi dalam Menangani Krisis ( Studi Kasus Pemboikotan Produk McDonald ’ s 2023 ),” pp. 147–156, 2023, doi: 10.32834/jsda.v6i2.837.
[3] L. I. Mustofa, P. Pakarti, Mahmud, and A. N. Chasanah, “Analisis Media Sosial, Faktor Sosial, dan Psikologi Konsumen yang Mempengaruhi Partisipasi Konsumen dalam Boikot McDonald’s di Kota Semarang,” vol. 7, pp. 3475–3492, 2025, doi: 10.47467/alkharaj.v7i8.8992.
[4] M. Khoiruman and A. Wariati, “Analisa Motivasi Boikot (Boycott Motivation) Terhadap Produk Mc Donald Di Surakarta Pasca Serangan Israel Ke Palestina,” vol. 2700, pp. 247–257, 2023, doi: 10.36587/exc.v10i2.1582.
[5] B. Harto, A. Rozak, and A. Y. Rukmana, “Strategi Marketing Belah Doeren Melalui Digital Marketing Terhadap Keputusan Pembelian Dimediasi Brand Image,” vol. 7, no. 1, pp. 67–74, 2021, doi: 10.38204/atrabis.v7i1.546.
[6] C. Anwar and Suwitho, “PENGARUH DIGITAL MARKETING TERHADAP KEPUTUSAN PEMBELIAN DI MEDIASI BRAND AWARENESS DAN BRAND IMAGE,” 2025, [Online]. Available: https://jurnalmahasiswa.stiesia.ac.id/index.php/jirm/article/view/6437
[7] P. Kotler, K. L. Keller, and A. Chernev, Marketing Management, 16th ed. Pearson, 2022.
[8] K. L. Keller and V. Swaminathan, Strategic Brand Management: Building, Measuring, and Managing Brand Equity, 5th ed. Pearson, 2020.
[9] A. S. Gufron, M. Safitri, L. A. Oktoriza, and I. Farida, “Pengaruh Kualitas Produk, Harga, dan Promosi Media Instagram terhadap Keputusan Pembelian pada Produk Furniture Perusahaan Informa Kota Semarang,” vol. 3, no. 4, pp. 229–241, 2024, doi: 10.33633/jekobs.v3i4.11797.
[10] D. Chaffey and P. R. Smith, Digital Marketing Excellence: Planning, Optimizing and Integrating Online Marketing, 6th ed. Routledge, 2023. doi: 10.4324/9781003009498.
[11] P. Kotler, H. Kartajaya, and I. Setiawan, Marketing 5.0: Technology for Humanity. John Wiley & Sons, 2021.
[12] Royandi and N. P. Nainggolan, “PENGARUH BRAND IMAGE, PROMOSI MEDIA SOSIAL, DAN DIGITAL MARKETING TERHADAP KEPUTUSAN PEMBELIAN DI XES SHOES INDONESIA,” 2023, doi: 10.33884/scientiajournal.v5i4.7895.
[13] Subairi, W. Liana, and S. E. Hariansyah, “Pengaruh Digital Marketing dan Brand Image terhadap Keputusan Pembelian,” vol. 3, no. 1, pp. 110–122, 2026, doi: 10.52298/joebis.v3i1.187.
[14] H. Herdiansyah, S. Safitri, L. A. Handayani, E. N. E. Wibowo, and M. A. Jatmiko, “PENGARUH PAPARAN MEDIA SOSIAL , LOYALITAS DAN KONFORMITAS TERHADAP KEPUTUSAN PEMBELI PRODUK MCDONALD ’ S PASCA BOIKOT,” vol. 04, no. 01, pp. 58–71, 2024, doi: 10.30998/g.v4i1.2873.
[15] J. Hair, Joseph F., G. T. M. Hult, C. M. Ringle, and M. Sarstedt, A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM), 3rd ed. SAGE Publications, 2021.
[16] D. A. Pranata, “Pengaruh Social Media Marketing dan Brand Image Terhadap Purchase Decision Dengan Purchase Intention Sebagai Variabel Mediasi,” vol. 13, no. 5, pp.892–915, 2024.
Downloads
Published
Issue
Section
License
Copyright (c) 2026 Karlina Karlina, Wahyu Isnaini, Putri Desmitha, Atha Wardani, Ardra Sugian, Dewi Lestari
This work is licensed under a Creative Commons Attribution 4.0 International License.
