Effect of Social Restrictions, Online Marketing Systems, Product Bundling Against Changes in Consumer Behavior in Purchasing McDonald Sidoarjo Products
Pengaruh Pembatasan Sosial, Sistem Pemasaran Online, Product Bundling terhadap Perubahan Perilaku Konsumen dalam Pembelian Produk McDonald Sidoarjo.
DOI:
https://doi.org/10.21070/ups.3036Keywords:
social restrictions, online marketing system, product bundling, changes in consumer behaviorAbstract
This research aims to determine the influence of social restrictions, online marketing systems, product bundling on changes in consumer behavior in purchasing McDonalds Sidoarjo products. The respondents for this research analysis were 108 McDonald's Sidoarjo consumers. The analytical tool used is the SPSS 20 program and then statistical calculations are carried out in the form of validity and reliability tests. Data analysis techniques through classical assumption tests (normality test, multicollinearity test, heteroscedasticity test), multiple linear regression analysis, hypothesis testing in the form of coefficient of determination (R²) test, t test, F test. Research results The results of research on social restrictions have a positive and negative effect significant impact on consumer behavior. Online marketing has a positive and significant effect on consumer behavior. Product bundling has a positive and significant effect on consumer behavior.
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