Short answer
When designing marketing campaigns or retail environments for fast food, integrate pricing, atmosphere, and endorsements, but acknowledge that other elements like product quality, convenience, and brand loyalty are also critical.
- Field
- Innovation & Markets
- Source
- JEMSI (Jurnal Ekonomi Manajemen dan Akuntansi) (2023)
- Method
- Quantitative research using multiple linear regression analysis.
- Sample
- 60 participants
- Evidence
- Moderate effect
A combination of environmental cues, influential figures, and economic factors significantly, though not entirely, drives consumer choices in fast-food establishments. This innovation & markets research insight is drawn from a 2023 study published in JEMSI (Jurnal Ekonomi Manajemen dan Akuntansi). Using Quantitative research using multiple linear regression analysis. with 60 participants, researchers explored how this design variable affects real-world outcomes. The key design takeaway: When designing marketing campaigns or retail environments for fast food, integrate pricing, atmosphere, and endorsements, but acknowledge that other elements like product quality, convenience, and brand loyalty are also critical.
Store atmosphere, celebrity endorsements, and pricing collectively influence fast-food purchase decisions by 36.6%
A combination of environmental cues, influential figures, and economic factors significantly, though not entirely, drives consumer choices in fast-food establishments.
JEMSI (Jurnal Ekonomi Manajemen dan Akuntansi) · 2023
Key Findings
- 01Pricing, store ambiance, and celebrity endorsers collectively impact consumer purchase decisions.
- 02The combined influence of these independent variables on purchase decisions is marginally significant.
- 03The independent variables account for 36.6% of the variance in purchase decisions.
Application
Design takeaway
When designing marketing campaigns or retail environments for fast food, integrate pricing, atmosphere, and endorsements, but acknowledge that other elements like product quality, convenience, and brand loyalty are also critical.
How to apply
Conduct market research to identify the other significant factors influencing purchase decisions in your specific market and product category.
Project actions
- 01When designing a product or service, consider how different marketing and environmental elements might work together to influence user choice.
- 02Be aware that your chosen independent variables might not explain the entire picture of user behavior.
Method & Evidence
Variables
Strengths & Limitations
Strengths
- +Utilizes a recognized statistical method (multiple linear regression) for analysis.
- +Investigates a combination of relevant marketing and environmental factors.
Limitations
The study's findings might not be generalizable to all fast-food markets or other industries due to the specific context and sample.
Reliability & validity
The reliability and validity of the findings depend on the quality of the survey instrument used to measure the variables and the representativeness of the sample. The use of multiple regression suggests an attempt at establishing predictive validity.
Think critically
Given that 63.4% of purchase decisions are influenced by factors not studied here, what are the most likely other significant drivers of consumer choice in the fast-food industry, and how could a designer address them?
Design Principles
"Purchase decisions are multi-factorial; optimize key drivers while acknowledging and investigating other influences."
Understanding the interplay of these elements is crucial for businesses aiming to optimize their market strategies. Designers and marketers can leverage insights into how these factors combine to create compelling customer experiences and drive sales.
What This Means for Your Design
This study found that how a fast-food place looks, who they get to advertise for them, and how much things cost all make a difference in whether people buy food there, but they don't explain everything.
How to use in your project
- 1.This research can inform the selection of independent variables for a design project investigating consumer choice, highlighting the need to consider multiple influencing factors.
Add to My Project
Quick Cite
Paragraph starter
This research indicates that while store atmosphere, celebrity endorsements, and pricing are significant factors influencing purchase decisions in the fast-food sector, they collectively explain only 36.6% of the variance, suggesting the importance of exploring additional variables in any design project aiming to understand and influence consumer choice.
Source
JEMSI (Jurnal Ekonomi Manajemen dan Akuntansi)
Analysis Of The Influence Of Store Atmosphere, Celebrity Endorsers And Pricing On Purchase Decisions Of American Fast Food Customers In Indonesia
journal · 2023
View sourceQuestions About This Research
- What does the research say about store atmosphere, celebrity endorsements, and pricing collectively influence fast-food purchase decisions by 36.6%?
- When designing marketing campaigns or retail environments for fast food, integrate pricing, atmosphere, and endorsements, but acknowledge that other elements like product quality, convenience, and brand loyalty are also critical. Evidence: JEMSI (Jurnal Ekonomi Manajemen dan Akuntansi) (2023).
- Why does "Store atmosphere, celebrity endorsements, and pricing collectively influence fast-food purchase decisions by 36.6%" matter for design?
- Understanding the interplay of these elements is crucial for businesses aiming to optimize their market strategies. Designers and marketers can leverage insights into how these factors combine to create compelling customer experiences and drive sales.
- How can designers apply this research?
- When designing marketing campaigns or retail environments for fast food, integrate pricing, atmosphere, and endorsements, but acknowledge that other elements like product quality, convenience, and brand loyalty are also critical.
- What were the main findings?
- Pricing, store ambiance, and celebrity endorsers collectively impact consumer purchase decisions.. The combined influence of these independent variables on purchase decisions is marginally significant.. The independent variables account for 36.6% of the variance in purchase decisions.
- What research method was used?
- Quantitative research using multiple linear regression analysis. with 60 participants.
- How strong is the evidence?
- Evidence strength is rated Moderate effect, based on a 2023 journal from JEMSI (Jurnal Ekonomi Manajemen dan Akuntansi).
- What should I do differently in my next project?
- Conduct market research to identify the other significant factors influencing purchase decisions in your specific market and product category.
- What are the limitations?
- The study's explanatory power is limited, with 63.4% of the variance in purchase decisions attributed to unexamined factors. The sample size is relatively small.