Pengaruh Social Media Marketing, Perceived Value, Perceived Quality, Brand Image, Dan Customer Satisfaction Terhadap Behavior Intention Pada Fastfood Restaurant di Kota Batam

Abstract

The development of globalization affects people in various aspects of life. One of them is the fast-food industry, people prefer to eat at fast-food restaurants where food is prepared and served quickly. The increasing growth of fast-food restaurants causes strong competition between fast-food restaurants. The purpose of this study is to develop and test a framework to investigate the significant effect between social media marketing, perceived value, perceived quality, and behaviour intention and the intervening effect of the brand image and customer satisfaction in fast-food restaurants in Batam. The respondents in this study are customers who have visited the top five popular fast-food restaurants in Batam. The sample’s criteria used in this study is non-probability with judgemental sampling method. A total of 250 questionnaires were returned and the data were analyzed using SEM (Structural Equation Modelling) PLS. The results of this study indicate that social media marketing has a significant effect to brand image, perceived quality, and perceived value have a significant effect on customer satisfaction, brand image and customer satisfaction have a significant effect on behaviour intention.