Indonesian Journal of Law and Economics Review
Vol 19 No 2 (2024): May
Marketing Management

Online Strategies Drive Fast Food Consumer Behavior in pandemic marketing
Strategi Online Mendorong Perilaku Konsumen Makanan Cepat Saji dalam pemasaran pandemi


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  • Nabilah Syaharani Aulia,
  • Kumara Adji Kusuma*
Nabilah Syaharani Aulia
Universitas Muhammadiyah Sidoarjo, Indonesia
Kumara Adji Kusuma
Universitas Muhammadiyah Sidoarjo, Indonesia *

(*) Corresponding Author
Picture in here are illustration from public domain image or provided by the author, as part of their works
DOI: https://doi.org/10.21070/ijler.v19i2.1114
Published June 3, 2024
Keywords
  • Consumer behavior,
  • Social restrictions,
  • Online marketing,
  • Product bundling,
  • Fast food industry
How to Cite
Aulia, N. S., & Adji Kusuma, K. (2024). Online Strategies Drive Fast Food Consumer Behavior in pandemic marketing. Indonesian Journal of Law and Economics Review, 19(2), 10.21070/ijler.v19i2.1114. https://doi.org/10.21070/ijler.v19i2.1114

Copyright (c) 2024 Nabilah Syaharani Aulia, Kumara Adji Kusuma

Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 International License.

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Abstract

This study investigates how social restrictions, online marketing, and product bundling influence consumer behavior in purchasing McDonald's products in Sidoarjo. Surveying 108 consumers, data were analyzed using SPSS 20 with various statistical tests. Results indicate that social restrictions have a mixed but not significant impact, while online marketing and product bundling both significantly and positively affect consumer behavior. The findings underscore the effectiveness of online marketing and product bundling strategies in engaging consumers and boosting sales during the pandemic.

Highlights:

1. Social restrictions: mixed impact, not significant on consumer behavior.
2. Online marketing: significant, positive effect on consumer behavior.
3. Product bundling: enhances engagement, boosts purchasing decisions.

Keywords: Consumer behavior, Social restrictions, Online marketing, Product bundling, Fast food industry

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