THE EFFECT OF SOCIAL MEDIA MARKETING ON PURCHASE DECISIONS MODERATED BY PRODUCT QUALITY

The study aims to determine the effect of social media marketing on purchase decisions moderated by product quality at McDonald’s/ McD. This research is considered as causal effect research. The respondents are 100 consumers of McD obtained by incidental sampling technique. The results of the data analysis of this research are (1) there is a significant positive effect between social media marketing variables and purchasing decisions, (2) there is a significant positive effect between McD’s product quality variables and consumer purchasing decisions, and (3) there is also a significant positive effect between the purchasing decision variables and social media strengthened by the quality of McD’s products which are able to moderate the two variables.


INTRODUCTION
The food service industry is considered to be the fastest growing industry in the global market and is influenced by rapid changes in customer preferences. The food and beverage industry are one of the fast-growing industries in the world. In the European Union (EU), agriculture and the industrial sectors responsible for the production of food, beverages, and tobacco deliver 75% of the bio-economy turnover, and they account for 80% of the employment in the overall EU bio-economy (Klitkou & Bolwig, 2019).
Foodservice involves making, serving, and selling of ready-to-consumer foods and drinks or providing catering services to public or private end consumers either by in-house or external operators. As such, food service accounts for about 45%-50% of total spending on food in the US, while the percentage in lesser-developed markets can be in the range of 10%-15% or less of total spending on food.
A decision involves a choice between two or more alternatives. The choice is based on observations, actions of marketers, and knowledge of the product. According to Kotler, et al. (2020), the consumer buying decision is in great detail to answer questions about what consumers buy, where they buy, how and how much they buy, when they buy, and why they buy. The result of this integration process is a choice presented cognitively as a desire to behave. Selection criteria in deciding to buy food products are usually based on price, product class, convenience, speed of service, and taste considerations.
In an all-easy era, owners of food and beverage industry are required to be able to compete with their competitors, including McDonald's (McD). One strategy that has gone viral is collaboration between McDonald's with the world's biggest Korean boyband, BTS, as their menu. The collaboration menu is called "BTS Meal". In its development, McD has also actively participated in creating social media content by adopting K-pop culture to attract public interest. It was reported from the official McD website that as of May 26 th , 2021, McD officially released the "BTS Meal" product, and began launching in Indonesia as of June 25 th , 2021. BTS meal was launched in 49 countries.
One of McD's successes in attracting potential buyers and retaining old buyers is the thousands of McDonald's restaurant branches spreading all over the world. In retaining its buyers, the McD annual shareholders' meeting and proxy statement paper (2018) found that food quality is often the most important factor that strengthens purchasing decisions. Standards or key recipes are things that are always considered so that the quality of the taste of food products at McD is maintained. The taste of consumers, through the taste given to consumers, is hoped that consumers will be loyal to the products or services offered by the company providing the goods or services.
In this study, researcher tries to raise variables regarding marketing through social media, social media being one of the means of connecting. Information on social media is real time and has quite a big impact on society. Through social media available to millions of people around the world, companies can interact with customers from different countries. In addition to marketing through social media, McD also guarantees product quality by maintaining the quality of the chicken sold. This is indicated to be one of the The Effect of Social Media ….. 675 they are considered relevant to current conditions where TV and pamphlets on the streets had begun to erode with advertisements on social media.

Social Media Marketing
Social media marketing is practiced to engage customers in online social locations where customers naturally spend time. According to Santoso (2017), social media marketing is a form of marketing used to create awareness, recognition, memory, and even action for a brand, product, business, individual, or group either directly or indirectly by using tools from the social web such as blogging, microblogging, and social networking.
By the existence of social media marketing, it is easier for business actors to interact with their customers online. The costs incurred are not high and no time limit exists as long as users are connected to the internet. Social media plays a role when a company's marketing activities shape individual relationships with customers and provide companies with opportunities to access customers (Dwivedi, et al., 2018). Furthermore, Kim & Kim (2004) define the four dimensions of digital marketing. The four dimensions of digital marketing are independent variables that help business success as the dependent variable. The four dimensions are known as follows. The Effect of Social Media ….. 676

Purchase Decision
Purchase decision is individual activities that are directly involved in making decisions to make purchases of products offered by sellers. A buyer's decision is also influenced by their personality traits including age, occupation, and economic circumstances (Dewobroto, 2022). Consumer behavior will determine the decision-making process in making a purchase. According to Kotler et al. (2020), purchase decisions is the stage in buyers' decision-making process at which the consumer actually buys. The dimensions and indicators utilized to measure purchase decision is in the following.

Food Quality
Quality does not only talk about quality in manufacturing industry, but also applying the food industry. Food quality according to Knight & Kotschhevar (in Suhartanto, 2018) is the level of consistency of menu quality is achieved by setting standards for products then checking the points that must be controlled to see the quality to be achieved. These points include the correct recipe measurement, preparation, temperature, equipment, and condition of the product during preparation, cleanliness, portion, and other factors. Food products will have their own standards, thus, standards in every food menu are needed. According to the explanation above, it can be seen that food quality is the ability of a food product to meet or

RESEARCH METHOD
The research approach used in this research is a quantitative approach. Quantitative research methods aim to test the established hypotheses. The framework of the hypothesis in this study is as follows.  This research is considered as causal effect research. Causal effect research is research that aims to determine the relationship or influence between two or more variables.

Figure 1 Framework
The quantitative method is in the form of numbers derived from measurements using a scale on the variables in this study. The scale in this study used a Likert scale (5-4-3-2-1).
The number of population in this study is not known with certainty. Respondents in this study are 100 consumers of McD obtained by incidental sampling technique. The stages of data analysis in this study are explained in the following.

Validity and Reliability Test
Validity and reliability tests are carried out to ensure that the measurement used is feasible to be used as a measurement (valid and reliable). Testing the validity and reliability can be seen in the following aspects: Convergent Validity is an indicator assessed based on the correlation between the item score/component score with the construct score, which can be seen from the standardized loading factor which describes the magnitude of the correlation between each measurement item (indicator) and its construct. Individual reflexive measures are said to be high if the correlation is > 0.6.

R Square Test
R-square for the dependent construct is used to assess the effect of certain independent latent variables on the dependent latent variable which shows the presentation of the magnitude of the effect.

Inner Model Analysis
Inner model analysis or commonly called the structural model is used to predict the causal relationship between the variables tested in the model. The analysis of the inner model in testing using Smart PLS is done by testing the hypothesis. In testing the hypothesis, it can be seen from the t-statistical value and probability value. To test the hypothesis by using statistical values, for alpha 5% the t-statistic value used is 1.96, while the beta score is used to determine the direction of the influence of the relationship between variables. The criteria for acceptance/rejection of the hypothesis are: Ha = t-statistic > 1.98 with a score of p-values of < 0.05. The Effect of Social Media ….. 680

Validity test
Validity test is used to measure the validity of a questionnaire. In this research, validity testing is carried out using convergent validity and AVE. The instrument is declared valid if the AVE value is > 0.05 and the outer loading value is > 0.6 (Sholiha & Salamah, 2015).

R-Square Test
Coefficient determination test (R-Square) is used in the measurement to measure how much the endogenous variables are influenced by other variables. Based on the data analysis carried out through the use of the smartPLS program, the R-Square value is obtained as shown in the following table. Based on the test results, the r-square score for the purchase decision is 0.916, which means that the purchase decision is influenced by product quality and social media marketing by 91.6% and the other 8.4% is influenced by variables that have not been explained in this study.

Social Media Marketing (X) Affects Purchase Decisions (Y)
The (2021) also explained that social media marketing has an important effect on consumer purchasing decisions, but apart from that, brand awareness is also needed to increase consumer interest in the products offered.

Product Quality (M) Affects Purchase Decisions (Y)
The results of testing the product quality on purchase decisions get a score of p = The Effect of Social Media ….. 684 quality, product quality, and promotion have a positive effect on purchasing decisions; thus, there needs to be an increase in the quality of the variables involved.

Product Quality (M) is Able to Moderate Social Media Marketing Relationships (X) on Purchase Decisions (Y)
The results of hypothesis testing of financial literacy variables that moderate the relationship between business agility and MSME performance get a value of p=0.098 with p-values of 0.001 (p<0.05) with a t-statistic of 3.199 (p>1.96) indicating that there is a significant positive relationship between social media marketing variables on purchasing decisions moderated by product quality. It means that the better McD's social media marketing, the higher the purchase decision. It is reinforced by the quality of McD's which is able to moderate the relationship between the two variables. Marketing through social media will help improve consumer purchasing decisions for McD's fast food restaurants.
From research of Lyna & Ditiolebiet (2021) social media, especially Instagram, has a significant effect on purchasing decisions and product quality has a significant effect on purchasing decisions. In addition, there are several aspects that influence purchasing decisions, one of which is the price of the product.

CONCLUSION
According to the results of research conducted on Mcdonald's, it can be concluded that square score for purchasing decisions is 0.916, which means this variable influenced by product quality and social media marketing by 91.6% and 8.4% others influenced by variables that have not been explained in this study. Furthermore, there is a significant positive effect between social media marketing variables and purchasing decisions. In addition, there is a significant positive effect between McD's product quality variables and consumer purchasing decisions. Other than that, there is also a significant positive effect between the purchasing decision variables and social media strengthened by the quality of McD's products which are able to moderate the two variables.