Pengaruh Digital Marketing, Brand Trust dan Servive Quality Terhadap Repurchase Intention McDonald’s MT Haryono di Kota Malang (Studi Kasus McDonald’s MT Haryono)

Abstract

Abstract

A survey-based quantitative study was carried out to determine how digital promotion, brand credibility, and service excellence shape repeat purchase decisions at McDonald’s MT Haryono in Malang. Data were obtained from 100 customers of McDonald’s MT Haryono through purposive sampling. A Likert-scale questionnaire served as the instrument for data collection. The collected data underwent validity testing, reliability testing, classical assumption examination, multiple regression analysis, t-test, F-test, and R² calculation. The analysis results confirm that digital promotion, brand credibility, and service excellence individually have a positive and significant effect on customers’ intention to repurchase. In addition, the simultaneous test shows that the three variables together also significantly affect repurchase decisions. Therefore, this study concludes that McDonald’s MT Haryono can boost customer loyalty and encourage more repeat purchases by optimizing digital promotion, enhancing brand credibility, and upgrading service excellence.

Keywords: Digital Marketing, Brand Trust, Service Quality, Repurchase Intention, McDonald's.