THE IMPACT OF CO-BRANDING, PRICE, AND ADVERTISING ON PURCHASING DECISIONS AT BTS MEAL MCDONALDSINDONESIA

This study aims to analyze the factors influencingpurchasing BTS Meal products at McDonalds Indonesia. The factors tested in this study wereco-branding, pricing, and advertising. The data used in this study are primary data obtained from the results of questionnaires toMcDonalds Indonesia customers. The questionnaire was processed into quantitative data as the basis of data in this study. This study used Structural Equation Modeling (SEM), and 130 respondents collected a sample through theNon-Probability-PurposiveSampling technique. The datawas processed using Analysis of Moment Structure (AMOS) software and concluded thatco-branding, price, and advertising significantly positively affectedpurchasing the BTS Meal menu at McDonalds Indonesia.