THE INFLUENCE OF WORDS OF MOUTH AND BRAND IMAGE ON MCDONALDS PRODUCT PURCHASE DECISIONS IN PALEMBANG CITY (CASE STUDY OF WORLD BRANDS THAT SUPPORT ISRAEL)

Zubaidah Warni; Alditya Aris Rinandy

doi:10.36546/jm.v12i2.1144

Zubaidah Warni Universitas Palembang
Alditya Aris Rinandy University of Palembang

DOI: https://doi.org/10.36546/jm.v12i2.1144

Keywords: Word of Mouth, Brand Image, McDonalds

Abstract

The war that occurred between Israel and Palestine at the end of 2023 has changed the world's
perception of brands. Especially if the brand supports Israel. The majority of countries carry out
boycotts, but in Indonesia several brands that outside the country support Israel actually provide
assistance to Palestine. Mcdonalds Indonesia is one of the biggest brands that has actually provided
assistance to Palestine since the end of 2023 until now. McDonalds Indonesia itself received an
award from Baznas in 2024 for participating in providing assistance to Palestine. It is hoped that the
influence of Word of Mouth on this matter will be able to maintain the number of consumers from
boycotting their products in Indonesia, especially since McDonalds has its own Brand Image. It is
hoped that this will still be able to maintain the brand image which will ultimately make consumers
continue to decide to consume McDonalds

References

Ali, K. (2020). Pengaruh Promosi Melalui Media Sosial Dan Word Of Mouth Terhadap Keputusan Konsumen Memilih Wedding Organizer (Studi Pada Konsumen Art Project Lampung di Kecamatan Trimurjo Lampung Tengah). Jurnal Manajemen Dan Bisnis (JMB), 1(2), 11–24.

Danang Sunyoto. 2015. Strategi Pemasaran. Yogyakarta : Center for Academic Publishing Service (CAPS)

Fakhrudin, A., Yudianto K., Melly AD, Y.S,. 2021. Word of mouth marketing berpengaruh terhadap keputusan kuliah. Jurnal Ekonomi Bisnis Universitas Mulawarman 23(4), 648-657

Ghozali, Imam. 2018. Aplikasi Analisis Multivariate dengan Program IBM SPSS 25. Badan Penerbit Universitas Diponegoro: Semarang

Joesyiana, Kiki. (2018). “Pengaruh Word Of Mouth Terhadap Keputusan Pembelian Konsumen Pada Media Online Shop Shopee di Pekanbaru”. Jurnal Valuta. Vol.4. No.1. ISSN: 2502-1419

Keller, K.L. (2020) Strategic Brand Management: Building, Measuring and Managing Brand Equity. 5th Edition, Pearson Prentice Hall, Upper Saddle River.

Keller, K. L., & Swaminathan, V. (2020). Strategic Brand Management Building, Measuring, and Managing Brand Equity (Fifth Edition). Pearson Education.

Kerin, R. A., & Hartley, S. W. (2018). Marketing: The Core (Seventh Edition). New York: McGraw-Hill Education.

Kotler, Philip dan Gary Amstrong. 2015. Prinsip-Prinsip Pemasaran. Jilid 1 dan 2. edisi Kedua belas. Erlangga. Jakarta.

Kotler, Philip & Gary Armstrong (2018), Principles of Marketing, Edisi 17, United States of America: Pearson Education.

Kotler, Keller. 2009. Manajemen Pemasaran. Penerbit Erlangga. Jakarta

Kotler, P. and Keller, K. (2014) Marketing Management. 15th Edition, Prentice Hall, Saddle River

Kotler, Phillip dan Kevin Lane Keller.(2016). Manajemen Pemasaran edisi 12 Jilid 1 & 2.Jakarta: PT. Indeks.

Maliki, M. U., Rinandy, A. A., & Khairunissa, A. (2023). IMPROVING THE QUALITY OF HUMAN RESOURCES FROM A SOCIO-ECONOMIC PERSPECTIVE IN THE GLOBALIZATION ERA. Jurnal Manajemen, 11(3), 260-269.

Murti, T. K. (2019). Pengaruh Brand Image, Promosi dan Biaya Pendidikan Terhadap Keputusan Mahasiswa Melanjutkan Studi Pada Program Studi Pendidikan Ekonomi. Edunomic Jurnal Pendidikan Ekonomi, 7(2), 102. https://doi.org/10.33603/ejpe.v7i2.1969

Pradana, D., Hudayah, S., Rahmawati. (2017). Pengaruh harga kualitas produk dan citra merek brand image terhadap keputusan pembelian motor. KINERJA Jurnal Ekonomi dan Manajemen, 14(1), 16-23.

Pratama, A., Fitria, D., Ilham, M., Puput, P., Zubaidah, Z., Delimawati, D., ... & Sukaria, D. (2021). Counseling on Productive Economic Business Empowerment for the Communities of Muara Kumbang Village, Kandis Sub-District, Ogan Ilir District. Altifani Journal: International Journal of Community Engagement, 2(1), 41-45.

Rizal, R., Rasjid, A., Agussalim, A., & Darmawan, S. (2022). The Effect of Servants’ Competence and Whistleblowing on Fraud Prevention in Fund Management. Almana: Jurnal Manajemen dan Bisnis, 6(3), 521-528.

Sernovitz, Andy. (2014). Word Of Mouth Marketing How Smart Companies Get People Talking. America: Published by Greenleaf Book Group Press Austin

Siswanto, H., & Maskan, M. 2020. Pengaruh Brand Awareness dan Word of Mouth Terhadap Keputusan Pembelian Ayam Geprek Pada Preksu di Kota Malang. Jurnal Aplikasi Bisnis, 6(1), 93–96.

Soraya, N. C. T., & Marlena, N. (2020). Pengaruh Word of Mouth dan Kualitas Produk Terhadap Keputusan Pembelian Bakso Boedjangan Di Surabaya. Jurnal Penelitian Ilmu Manajemen (JPIM), 5(3), 229–245. https://jurnal ekonomi.unisla.ac.id/index.php/jpim

Sugiyono (2019). Metode Penelitian Kuantitatif, Kualitatif, dan R&D. Bandung : Alphabet.

Warni, Z., Fatmawati, T. F., & Dahlan, P. (2022). The Influence of Consumer Behavior on Purchasing Decisions of Martabak Manis. Almana: Jurnal Manajemen dan Bisnis, 6(3), 539-548.

Warni, Z., Rinandy, A. A., Dahlan, P., & Gunarti, T. S. (2024). THE EFFECT OF DIGITAL MARKETING ON INCREASING INTEREST IN PURCHASING MOTOR VEHICLE POLICIES IN GENERATION Z IN PALEMBANG CITY. Jurnal Manajemen, 12(1), 84-91.

https://www.cnbcindonesia.com/research/20231112153501-128-488388/daftar-negara-yang-membenci-israel-korut-kuba-paling-anti

https://news.detik.com/berita/d-7224657/getol-salurkan-donasi-ke-palestina-mcd-indonesia-raih-baznas-award

https://www.mcdonalds.co.id/locations