DAMPAK PROMOSI MEDIA SOSIAL TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN DI INDUSTRI MAKANAN CEPAT SAJI: KEPERCAYAAN MEREK SEBAGAI MEDIATOR

This study is to explore the mediating function of brand trust in the link between social media promotion features and customer purchasing decisions in the fast food business at McDonald's. This study uses primary data and is quantitative in nature. Customers of Mc Donald's were given a questionnaire as part of the data collection process. Using a purposive sampling technique, 100 respondents made up the study's sample. SmartPLS was used to process the acquired data. The structural equation modeling, or SEM, analytical method is applied in this study. The results of the study demonstrate that purchasing decisions are significantly and favorably impacted by social media promotion. In the fast food industry, social media promotion has a favorable and noteworthy impact on brand trust. Brand trust influences fast food business purchasing decisions in a good and important way. Brand trust has the ability to mitigate the impact of promotions on consumer choices. Therefore, it is advised that those involved in the fast food industry think about running promotions on Instagram, a social media platform that allows them to use consumer trust in their brands to influence more purchases.