Abstract

The aim of this paper wants to analyze the effect of Social Media Marketing, Brand Image and Motivation on Purchase Intention of Food and Beverage (Fast Food) at McDonalds Lippo St Mark Square, Karawaci, Tangerang Indonesia. This research is a quantitative research utilizing survey with questionnaire by distributing to the respective respondents. This study uses the sampling technique used in this research is random sampling. The sample criteria for this research are students of Pelita Harapan University that have ever eaten at McDonalds Lippo St Mark Square Karawaci, with a total of 270 respondents. This research uses Structural Equation Modelling (SEM) analysis technique. The result of the research shows that H1: there is a positive effect of social media marketing on purchase intention, with C.R of 2,413 and P of 0,016; and H2: there is no positive effect of brand image on purchase intention with C.R of 0,153 and P of 0,878; and the last, H3: there is a positive effect of motivation on purchase intention, with C.R of 3,282 and P of 0,001. From the findings, it can be concluded that the purchase intention of McDonalds Lippo St Mark Square Karawaci is affected by Social Media Marketing and motivation, while the variable of Brand Image doesn’t affect purchase intention. There are a number of recommendations for the owner for sustain the business in that place.