The Dual Path to Brand Attitude: Perceived Brand Globalness and Localness in McDonald’s Indonesia and the Mediating Role of Brand Authenticity
DOI:
https://doi.org/10.38035/jemsi.v7i3.7402Keywords:
Brand Globalness, Brand Localness, Brand Authenticity, Brand Attitude, Global Fastfood BrandsAbstract
Global brands operating in emerging markets often face the challenge of balancing global identity with local adaptation. This study aims to examine the influence of perceived brand globalness, perceived brand localness, and brand authenticity on brand attitude among consumers of McDonalds in Java. The research uses a quantitative method through a questionnaire distributed to respondents in East Java, Central Java, and West Java. The results show that perceived brand globalness and perceived brand localness do not directly influence brand attitude. However, both variables significantly increase brand authenticity. Brand authenticity becomes the strongest factor shaping brand attitude and serves as the connecting mechanism through which globalness and localness affect consumer evaluations. These findings indicate that global image and local adaptation are effective only when they build a brand perception that feels honest, consistent, and trustworthy. Overall, this study highlights the importance of authenticity in shaping positive brand attitudes toward global brands in Java, Indonesia.
References
Ajithakumari, G. (2024). Sample Size Determination and Sampling Technique. International Journal of Science and Research, 13(9), 1432–1440. https://doi.org/10.21275/es24924103353
Akarsu, M. Z., Gharehgozli, O., & Atal, V. (2025). Big Mac Affordability and Income Inequality Across the European Union. Journal of Economic Studies, 52(6), 1189-1208. https://doi.org/10.1108/JES-06-2024-0421
Akbar, R., Wahyudi, A., & Ramadhani, F. (2024). Pengaruh Cita Rasa dan Promosi terhadap Keputusan Pembelian Mcdonald's Taman Pinang Sidoarjo. JUSBIT: Jurnal Ilmiah Manajemen Bisnis, 1(3), 101–109. https://doi.org/10.61132/jusbit.v1i3.195
Arya, C., & Dubey, N. (2023). A Critical Review on Fast-food Consumption Pattern Among South Asian and Southeast Asian Young Adults. International Journal of Community Medicine and Public Health, 10(6), 2282–2290. https://doi.org/10.18203/2394-6040.ijcmph20231717
Awogbemi, C. A., Alagbe, S. A., & Oloda, F. S. (2022). On the Path Analysis Techniques and Decomposition of Correlation Coefficients. Asian Journal of Probability and Statistics, 20(4), 208–219. https://doi.org/10.9734/ajpas/2022/v20i4450
Badan Pusat Statistik. (2025). Penduduk, Laju Pertumbuhan Penduduk, Distribusi Persentase Penduduk, Kepadatan Penduduk, Rasio Jenis Kelamin Penduduk Menurut Provinsi, 2025 [Statistical table]. https://www.bps.go.id/id/statistics-table/3/V1ZSbFRUY3lTbFpEYTNsVWNGcDZjek 53YkhsNFFUMDkjMw==/penduduk--laju-pertumbuhan-penduduk--distribusi-persent ase-penduduk--kepadatan-penduduk--rasio-jenis-kelamin-penduduk-menurut-provinsi-
-2024.html?year=2025
Baghaei, P., & Effatpanah, F. (2024). Nonparametric Kernel Smoothing Item Response Theory Analysis of Likert Items. Psych, 6(1). https://doi.org/10.3390/psych6010015
Balalrishnan, S. M., Srinivasan, P., & Paul, R. (2025). The Impact of Marketing Strategies in the Fast-food Industry. In Advances in Marketing, Customer Relationship
Management, and e-Services Book Series (pp. 15–56). IGI Global. https://doi.org/10.4018/979-8-3693-8542-5.ch002
Berggren, M. (2024). Coefficients of Determination Measured on the Same Scale As the Outcome: Alternatives to R² That Use Standard Deviations Instead of Explained Variance. Psychological Methods. Advance Online Publication. https://doi.org/10.1037/met0000681
Bhatoolaul, Y., Alrefaei, A. F., & Jeewon, R. (2024). Narrative Review On the Factors Affecting Fast Food Consumption Among Adults. Current Research in Nutrition and Food Science, 12(2), 527–538. https://doi.org/10.12944/crnfsj.12.2.4
Bogard, J. R., Downs, S., Casey, E. M. D., Farrell, P., Gupta, A., Miachon, L., Naughton, S., Staromiejska, W., & Reeve, E. (2024). Convenience As A Dimension of Food Environments: A Systematic Scoping Review of Its Definition and Measurement. Appetite, 194, 107198. https://doi.org/10.1016/j.appet.2023.107198
Bourdin, D., Dimofte, C. V., & Hulland, J. (2021). The Compensatory Influences of Country Stereotypes and Perceived Brand Globalness/Localness on Brand Evaluations. Journal of Business Research, 137, 28–38. https://doi.org/10.1016/j.jbusres.2021.08.002
Briawan, D., Khomsan, A., Alfiah, E., Nasution, Z., & Putri, P. A. (2023). Preference For and Consumption of Traditional and Fast Foods Among Adolescents in Indonesia. Food Research, 7(4), 211–226. https://doi.org/10.26656/fr.2017.7(4).156
Brooker, P., & Hayward, M. (2023). McDonald's (pp. 57–72). Oxford University Press. https://doi.org/10.1093/oso/9780198894643.003.0004
Bundu, V. N., Zakaria, Z., & Labo, I. A. (2024). The Role of Brand Attitude to Mediate Electronic Word of Mouth on Purchase Intention. Advances in Business & Industrial Marketing Research, 2(3), 164–178. https://doi.org/10.60079/abim.v2i3.252
Cepeda-Carrión, G., Hair, J. F., Ringle, C. M., Roldán, J. L., & García-Fernández, J. (2022). Guest Editorial: Sports Management Research Using Partial Least Squares Structural Equation Modeling (PLS-SEM). International Journal of Sports Marketing & Sponsorship, 23(2), 229–240. https://doi.org/10.1108/ijsms-05-2022-242
Chang, H.-C., Fang, Y., Gorczyca, M. T., Batmanghelich, K., & Tseng, G. C. (2025). High-Dimensional Causal Mediation Analysis by Partial Sum Statistic and Sample Splitting Strategy in Imaging Genetics Application. Bioinformatics, 41(10), btaf493. https://doi.org/10.1093/bioinformatics/btaf493
Chen, P., & Ha, L. (2023). Gen Z’s Social Media Use and Global Communication. Online Media and Global Communication, 2(3), 301–303. https://doi.org/10.1515/omgc-2023-2006
Citamani, N. L., & Firdausy, C. M. (2024). Factors Influencing Dki Jakarta Consumers' Purchase Decisions At Mcdonald's. International Journal of Application on Economics and Business, 2(1), 2852–2862. https://doi.org/10.24912/ijaeb.v2i1.2852-2862
Costa Júnior, J. F. D., Cabral, E. L. dos S., Souza, R. C. D., Bezerra, D. de M. C., & Freitas E Silva, P. T. de. (2024). Um Estudo Sobre O Uso Da Escala De Likert Na Coleta De Dados Qualitativos E Sua Correlação Com As Ferramentas Estatísticas [A Study on the Use of Likert Scale in Qualitative Data Collection and Its Correlation with Statistical Tools]. Revista Convivência, 17(1). https://doi.org/10.55905/revconv.17n.1-021
Dewi, L. K. C., Ekasari, S., Achmad, G. N., Nugraha, A. R., & Arwani, M. (2024). The Influence of Brand Image and Viral Marketing on Students’ Purchasing Decisions Mediated by Price. International Journal of Economics Development Research, 5(2), 1456–1467. https://doi.org/10.37385/ijedr.v5i2.5449
Dirgiatmo, Y. (2023). Testing The Discriminant Validity and Heterotrait–Monotrait Ratio of Correlation (HTMT): A Case in Indonesian SMEs. In A. T. H. Budi, A. J. S. P. (Eds.),
Asian Research on Small and Medium-Sized Enterprises (pp. 157–170). Emerald Publishing Limited. https://doi.org/10.1108/s1571-03862023000033a011
Duc, L. D. T., & Mujahida, S. (2024). Determinants of Consumer Preference for Local Brands: A Comprehensive Review of Recent Literature. Global Review of Tourism and Social Sciences, 1(1), 41–52. https://doi.org/10.53893/grtss.v1i1.318
Dutta, K., Ghosal, S., & Das, M. (2025). A Concise Review on Fast Food Consumption and Its Health Implications. Journal of Current Research in Food Science, 6(1), 17–21. https://doi.org/10.22271/foodsci.2025.v6.i1a.178
Dzikhrullah, H. D., & Vania, A. (2024). "I Won't Buy This Product Again": The Boycott Determinants on Loyalty Using Animosity Model Approach. MIX: Jurnal Ilmiah Manajemen, 14(3), 646–660. https://doi.org/10.22441/jurnal_mix.2024.v14i3.005
Elanchelian, P. A. (2022). Brand Attitude, Brand Experience, Brand Love and Word of Mouth: Evidence from China and Malaysia's Ikea. International Journal of Tourism and Hospitality in Asia Pasific, 5(3), 76–91. https://doi.org/10.32535/ijthap.v5i3.1890
EXPRESS: How to Go Glocal: Omni-Brand Orientation Framework. (2022). Journal of International Marketing, 30(4), 1–20. https://doi.org/10.1177/1069031x211070607
Fatima, B., & Ishrat, A. (2025). Revolutionizing Marketing: Insights Into Gen Z Preferences and Trends. International Journal of Research Publication and Reviews, 6(4), 1333–1336. https://doi.org/10.55248/gengpi.6.0425.1333
Fey, C. F., Hu, T., & Delios, A. (2022). The Measurement and Communication of Effect Sizes in Management Research. Management and Organization Review, 19(1), 176–197. https://doi.org/10.1017/mor.2022.2
Fife, S. T., & Gossner, J. D. (2024). Qualitative Analysis: Evaluating, Expanding, and Integrating Approaches to Theory Testing. International Journal of Qualitative Methods, 23. https://doi.org/10.1177/16094069241244856
Gallo, L., Kim, P., Churchill, I., Rae, C., Voineskos, S. H., Thoma, A., Pusic, A. L., Cano, S., & Klassen, A. F. (2025). Establishing Convergent Validity of the FACE-Q Aesthetics Module Scales. Aesthetic Surgery Journal, 45(5), 508–513. https://doi.org/10.1093/asj/sjaf003
García-Machado, J. J., Papa, M., Carrassi, M., & Barbadilla, E. (2023). Table IX. Significance Testing Results of the Structural Model Path Coefficients (Version 1). Figshare. https://doi.org/10.6084/m9.figshare.23649759.v1
Gevisa, R. P., & Kurniati, K. (2024). A Comprehensive Guide to Understanding and Applying Descriptive Statistics in Data Analysis. JURMA: Jurnal Program Mahasiswa Kreatif, 8(1), 186–191. https://doi.org/10.32832/jurma.v8i1.2258
Ghorbanzadeh, D., Rahehagh, A., & Ghiyasi, M. (2024). Enhancing Word of Mouth in the Quick Service Restaurants: Role of Perceived Brand Globalness and Localness. Nankai Business Review International, 15(4), 684–702. https://doi.org/10.1108/NBRI-08-2023-0069
Gierczyk, M., Gromkowska-Melosik, A., Scott, S., & Parker, C. (2024). The Snowball Sampling Strategy in the Field of Social Sciences. Contexts And Considerations. Przegląd Badań Edukacyjnych, 2(43), 87–104. https://doi.org/10.12775/pbe.2023.029
Hadley, M., Patil, U., Colvin, K. F., Sentell, T., Massey, P. M., Gallant, M. P., & Manganello,
Hair, J. F., & Alamer, A. R. A. (2022). Partial Least Squares Structural Equation Modeling (Pls-Sem) in Second Language and Education Research: Guidelines Using an Applied
Example. Research Methods in Applied Linguistics, 1(3), 100027. https://doi.org/10.1016/j.rmal.2022.100027
Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2010). Multivariate Data Analysis (7th ed.). Pearson Prentice Hall.
Hair, J. F., Hult, G. T. M., Ringle, C. M., & Sarstedt, M. (2017). A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM) (2nd ed.). SAGE Publications.
Hair, J. F., Hult, G. T. M., Ringle, C. M., & Sarstedt, M. (2022). A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM) (3rd ed.). Sage Publications.
Haji-Othman, Y., Yusuff, M. S. bin S., & Hussain, M. N. (2024). Data Analysis Using Partial Least Squares Structural Equation Modeling (Pls-Sem) in Conducting Quantitative Research. International Journal of Academic Research in Business & Social Sciences, 14(10), 1099–1111. https://doi.org/10.6007/ijarbss/v14-i10/23364
Halkias, G., Davis, C., & Davvetas, V. (2016). The Interplay Between Country Stereotypes and Perceived Brand Globalness/Localness as Drivers of Brand Preference. Journal of Business Research, 69, 1489–1499. https://doi.org/10.1016/j.jbusres.2015.10.007
Halwani, L., & Cherry, A. (2023). A Consumer Perspective on Brand Authenticity: Insight Into Drivers and Barriers. International Journal of Business and Management, 19(1), 21–34. https://doi.org/10.5539/ijbm.v19n1p21
Harun, M. F., Al Bakry, N. S., Abd Rahman, K. E., Amos, F. V., & Johari, M. H. (2023). Semiotic and Cultural Analysis on Local Product Brand Name. International Journal of Academic Research in Business & Social Sciences, 13(1), 1632–1643. https://doi.org/10.6007/ijarbss/v13-i1/15884
Hazari, A. (2023). Sampling Types and Methods. In Clinical Trials: Planning, Design, and Practice (pp. 31–39). Springer. https://doi.org/10.1007/978-981-99-8925-6_6
Hongdiyanto, C., Koesmono, T., & Rachmawati, D. (2023). The Influence of Perceived Price, Product Quality and Service Quality Towards KFC Consumer Satisfaction in Indonesia. International Journal of Science and Management Studies (IJSMS), 6(6), 103–113. https://doi.org/10.51386/25815946/ijsms-v6i6p103
Huang, J., & Teo, P.-C. (2023). Exploring Psychological Distance and Construal Level in Word-Of-Mouth Intention Literature. International Journal of Academic Research in Business & Social Sciences, 13(12), 188–202. https://doi.org/10.6007/ijarbss/v13-i12/19109
Hurma, H., & Can, E. (2024). Evaluation of Consumer Attitudes Regarding Local Brand Milk and Dairy Products: Case of Süleymanpaşa Districts of Tekirdağ-Türkiye. Turkish Journal of Agriculture: Food Science and Technology, 12(4), 543–553. https://doi.org/10.24925/turjaf.v12i4.543-553.6327
Jadach, R., & Pluta-Olearnik, M. (2024). Perceived Brand Globalness and Localness: A Bibliometric Analysis. Zeszyty Naukowe Uniwersytetu Ekonomicznego w Krakowie, 4(1002), 29–45. https://doi.org/10.15678/ZNUEK.2023.1002.0402
Jayatissa, K. A. D. U. (2023). Generation Z – A New Lifeline: A Systematic Literature Review. Sri Lanka Journal of Social Sciences and Humanitis, 3(2), 179–186. https://doi.org/10.4038/sljssh.v3i2.110
Joo, S., & Guèvremont, A. (2024). The dynamic nature of brand authenticity for a new brand: Creating and maintaining perceptions through iconic, indexical, and existential cues. Journal of Consumer Behaviour, 23(4), 1803–1819. https://doi.org/10.1002/cb.2303
Kabbout, R. (2025). Brand Attitudes Serve as A Mediator Between Customers' Need for Uniqueness and Their Intentions to Purchase at Lebanese Aesthetic Clinics. Edelweiss Applied Science and Technology, 9(2), 160–171. https://doi.org/10.55214/25768484.v9i2.4441
Kang, J., & Ro, H. (2024). The Role of Brand Authenticity and Existential Authenticity in Building Brand Loyalty Toward LGBT-Friendly Hotels. Journal of Hospitality & Tourism Research, 48(8), 1350–1365. https://doi.org/10.1177/10963480241244727
Kankaraš, M., & Capecchi, S. (2024). Neither Agree nor Disagree: Use and Misuse of the Neutral Response Category in Likert-Type Scales. Metron-International Journal of Statistics. Advance online publication. https://doi.org/10.1007/s40300-024-00276-5
Karamchandani, S., Karani, A., & Jayswal, M. (2023). Brand Attitude and Purchase Intention Linkages in Smartphone Advertising: Moderating Role of Psychological Contract Violation. International Journal of Electronic Marketing and Retailing, 14(3), 237–256
Keerthivarman, K. (2022). Genetic Studies of Correlation and Path Coefficient Analysis for Yield and Fibre Quality Traits in Cotton (Gossypium Hirsutum L.). Ymer, 21(08), 335–342. Https://Doi.Org/10.37896/Ymer21.08/29
Kim, J. S. (2022). Attitudes Toward Global and Local Consumer Culture and the Meanings of Brands. Review of Marketing Science, 20(1), 37–61. https://doi.org/10.1515/roms-2022-0035
Kim, S., & Hwang, H. (2022). Evaluation of Prediction-Oriented Model Selection Metrics for Extended Redundancy Analysis. Frontiers in Psychology, 13, 821897. https://doi.org/10.3389/fpsyg.2022.821897
Kirkby, A., Baumgarth, C., & Henseler, J. (2023). To Disclose or Not Disclose, Is No Longer the Question – Effect of Ai-Disclosed Brand Voice on Brand Authenticity and Attitude. Journal of Product & Brand Management, 32(3), 517–530. https://doi.org/10.1108/jpbm-02-2022-3864
Kurniawan, D., & Hongdiyanto, C. (2018). Analisis Pengaruh Brand Awareness dan Kualitas Produk Terhadap Keputusan Pembelian Produk Natural’z. Performa, 2(4), 455–464. https://doi.org/10.37715/jp.v2i4.578
Law, S. T. W., Fridayani, J. A., & Maridjo, H. (2024). Kepuasan Konsumen Sebagai Mediasi Pengaruh Electronic Word Of Mouth, Kualitas Layanan, Kualitas Produk, dan Store Atmosphere Terhadap Minat Beli Ulang Mie Gacoan di Yogyakarta. Jurnal Ekonomi Pendidikan dan Kewirausahaan, 12(1), 35–56. https://doi.org/10.26740/jepk.v12n1.p35-56
Lee, H., Ko, E., & Lee, S. (2023). The Effect of Luxury Brands’ Sustainable Fashion Marketing Types on Authenticity, Brand Attitude, and Purchase Intention. Journal of Global Scholars of Marketing Science, 33(4), 497–512. https://doi.org/10.1080/21639159.2023.2248154
Li, W., & Lay, Y. F. (2024). Examining The Reliability and Validity of Measuring Scales Related to Informatization and Instructional Leadership Using the Pls-Sem Approach. Humanities and Social Sciences Letters, 12(3), 461–480. https://doi.org/10.18488/73.v12i3.3789
Li, X., Lim, M., Ramlee, A. N. A., & Chekima, B. (2024). Brand Authenticity: A 21-Year Bibliometric Review and Future Outlook. SAGE Open, 14(3). https://doi.org/10.1177/21582440241268847
Lim, W. M. (2024). A Typology of Validity: Content, Face, Convergent, Discriminant, Nomological and Predictive Validity. Journal of Trade Science, 12(3), 155–179. https://doi.org/10.1108/JTS-03-2024-0016
Lindner, J. R., & Lindner, N. (2024). Interpreting Likert Type, Summated, Unidimensional, and Attitudinal Scales: I Neither Agree nor Disagree, Likert or Not. Advancements in Agricultural Development, 5(2). https://doi.org/10.37433/aad.v5i2.351
Liu, H., Schoefer, K., Fastoso, F., & Tzemou, E. (2021). Perceived Brand Globalness/Localness: A Systematic Review of the Literature and Directions for
Further Research. Journal of International Marketing, 29(1), 77–94. https://doi.org/10.1177/1069031X20973184
Liu, H., Schoefer, K., & Tzemou, E. (2020). Perceived Brand Globalness/Localness: A Systematic Review of the Literature and Directions for Further Research. Journal of International Marketing, 29(1), 73–95. https://doi.org/10.1177/1069031X20973184
Liu, H., Yuan, K.-H., & Li, H. (2023). A Systematic Framework for Defining R-Squared Measures in Mediation Analysis. Psychological Methods, 28(5), 1084–1103. https://doi.org/10.1037/met0000571
Ludvik, M. B., Henning, G., & Roberts, D. M. (2023). Student Affairs Assessment: Theory and Practice (2nd Ed.). Routledge. https://doi.org/10.4324/9781003447139
Luo, J. (2024). The Influence of the Credibility of Brand Content on Social Media Platforms on Consumers’ Purchasing Decisions and Its Communication Mechanism. Interdisciplinary Humanities and Communication Studies, 1(10), 1–7. https://doi.org/10.61173/9g99dd30
Mandal, A., Johansson, C., & Lindelöw, D. (2023). Exploring Walking From the Perspective of Theory of Planned Behavior. Transportation Research Interdisciplinary Perspectives, 22, 100931. https://doi.org/10.1016/j.trip.2023.100931
Mandler, T. (2019). Beyond Reach: An Extended Model of Global Brand Effects. International Marketing Review, 36(5), 647–674. https://doi.org/10.1108/IMR-06-2018-0162
Mattei, M. D., Hellebusch, S. J., & Mattei, M. D. (2024). Examining the Use of Explicit ‘No Opinion’ Options in Attitude Survey Design. International Journal of Market Research, 67(1), 13–16. https://doi.org/10.1177/14707853241269545
Mazwan, M. Z., Imran, M. I., & Mumpuni, G. (2022). Selera Penduduk Kota Terhadap Fast Food (Studi Kasus Konsumen 7sevenchicken Malang, Indonesia). Jurnal Agribisnis Indonesia, 10(2), 289–298. https://doi.org/10.29244/jai.2022.10.2.289-298
Mısır, S. (2024). Glocalisation in Global Food and Beverage Business. In The Glocalization of Food: From Local to Global and Vice Versa (pp. 43–61). Özgür Yayınları. https://doi.org/10.58830/ozgur.pub565.c2527
Mohamad Fauzi, M. A. A. (2022). Partial Least Square Structural Equation Modelling (Pls-Sem) in Knowledge Management Studies: Knowledge Sharing in Virtual Communities. Knowledge Management & E-Learning: An International Journal, 14(1), 103–124. https://doi.org/10.34105/j.kmel.2022.14.007
Mutah, Y., & Nuhu, B. M. (2024). Assessment of Measures of Central Tendency and Dispersion Using Likert‑Type Scale. African Journal of Advances in Science and Technology Research, 16(1), 33–45. https://doi.org/10.62154/ajastr.2024.016.010379
Napoli, J., Dickinson, S. J., Beverland, M. B., & Farrelly, F. (2014). Measuring Consumer-Based Brand Authenticity. Journal of Business Research, 67(6), 1090–1098. https://doi.org/10.1016/j.jbusres.2013.06.001
Nordahl-Hansen, A., Cogo-Moreira, H., Panjeh, S., & Quintana, D. (2023). Redefining Effect Size Interpretations for Psychotherapy Rcts in Depression. Journal of Psychiatric Research, 170, 124–128. https://doi.org/10.1016/j.jpsychires.2023.11.009
Nugraha, R., Ramli, M., & D.A.S, R. A. (2024). Strategic Management Analysis at Mcdonald's Fast Food Restaurant, Perdatam Pasar Minggu. Warta Sains, 2(4), 810–816. https://doi.org/10.58812/wsis.v2i04.810
Nurbintang, F., & Julaeha, L. S. (2024). Pengaruh Inovasi Produk dan Promosi Penjualan Terhadap Keunggulan Bersaing Pada Mcdonald’s di Jakarta. Jurnal Ilmiah Manajemen dan Kewirausahaan, 1(3), 85–94. https://doi.org/10.61132/manuhara.v1i3.161
Pai, C.-J., LePage, B. A., Ng, E., & Fang, W.-T. (2024). Using the Theory of Planned Behavior to Examine the Environmental Behavior of Roadrunners in Taiwan. Discover Sustainability, 5, Article 123. https://doi.org/10.1007/s43621-024-00731-3
Panzeri, A., Castelnuovo, G., & Spoto, A. (2024). Assessing Discriminant Validity Through Structural Equation Modeling: The Case of Eating Compulsivity. Nutrients, 16(4),
543. https://doi.org/10.3390/nu16040543
Panyekar, A., & Marsasi, E. G. (2024). The Role of Brand Equity, Brand Authenticity, and Brand Trust to Increase Customer Satisfaction. Jurnal Pendidikan Ekonomi dan Kewirausahaan (JPEK), 8(1), 71–89. https://doi.org/10.29408/jpek.v8i1.25144
Pasikowski, S. (2024). Snowball Sampling and Its Non-Trivial Nature. Przegląd Badań Edukacyjnych, 2(43), 105–122. https://doi.org/10.12775/pbe.2023.030
Pedrinelli, V., Rossi, A., & Brunetto, M. A. (2024). Theory of Planned Behavior Applied to the Choice of Food with Preservatives by Owners and for Their Dogs. PLOS ONE, 19(2), e0294045. https://doi.org/10.1371/journal.pone.0294045
Perody, S. H., & Sudhakara, A. M. (2024). Strategic Analysis of Mcdonald's Global and Indian Market Performance. Asian Journal of Managerial Science, 13(2), 52–60. https://doi.org/10.70112/ajms-2024.13.2.4255
Pinem, H., Lumbantoruan, M. A., Tamara, R., Putriku, A. E., & Saragih, L. S. (2024). Analisis Strategi McD dalam Memasuki Pasar Global. Student Scientific Creativity Journal, 2(4), 80–86. https://doi.org/10.55606/sscj-amik.v2i4.3395
Pradani, E. S. (2024). Think Globally, Act Locally! Linguistic as A Promotional Strategy by Multi-National FastFood Chains: A Case of Indonesia. Proceedings of the International Conference on Cross-Cultural Linguistic Studies (ICCL), 2(1), 285–290. https://doi.org/10.22515/iccl.v2i1.9598
Prachi, P., Sharma, V., Pradhan, A., Sharma, P., & Sood, S. (2025). Impact of Social Media Marketing on Brand Engagement Among Gen Z Consumers. International Journal of Multidisciplinary Research and Growth Evaluation, 6(2), 1125–1138. https://doi.org/10.54660/IJMRGE.2025.6.2.1125-1138
Prasanna, M., & Priyanka, L. (2024). Marketing to Gen Z: Understanding the Preferences and Behaviors of Next Generation. International Journal for Multidisciplinary Research, 6(4), 26612. https://doi.org/10.36948/ijfmr.2024.v06i04.26612
Proessdorf, J., Jandl, C., Pickl, T., & Bach, T. (2023). Primary Data (Synthesis of Boronates with a Protoilludane Skeleton). Zenodo. https://doi.org/10.5281/zenodo.7595596
Prya, D., & Prastyani, D. (2024). Pengaruh Brand Attitude, Brand Trust, Brand Image, dan Brand Value Terhadap Brand Loyalty. Journal of Comprehensive Science (JCS), 3(10), 4841–4851. Retrieved from https://jcs.greenpublisher.id
Rakhmawati, H., & Tuti, M. (2023). Brand Experience Affects Brand Attitude, Brand Attachment, Brand Satisfaction, and Brand Loyalty on Customer Make Over. Journal of Asian Finance, Economics and Business, 7(5), 155–166. Retrieved from PDF/semanticscholar.
Rambocas, M., & Narsingh, S. S. (2022). Impact of Perceived Brand Localness and Globalness on Brand Trust To Predict Customer Responses Towards Retail Banks: The Case of Trinidad and Tobago. International Journal of Bank Marketing, 40(4), 701–723. https://doi.org/10.1108/ijbm-08-2021-0377
Rodrigues, C., Brandão, A., Billore, S., & Oda, T. (2023). The Mediating Role of Perceived Brand Authenticity Between Brand Experience and Brand Love: A Cross-Cultural Perspective. Journal of Brand Management, 30(6), 579–591. https://doi.org/10.1057/s41262-023-00342-9
Rosado-Pinto, F., & Loureiro, S. (2022). Authenticity: Shedding Light on the Branding Context. Euromed Journal of Business, 17(2), 177–197. https://doi.org/10.1108/emjb-08-2021-0115
Ruan, Y. (2024). Exploring Multiple Regression Models: Key Concepts and Applications. Science and Technology of Engineering, Chemistry and Environmental Protection, 1(7), 7–11. https://doi.org/10.61173/yjpt3s59
Ruopsa, N., Vastamäki, H., Ristolainen, L., Vastamäki, M., & Saltychev, M. (2022). Convergent Validity of Thoracic Outlet Syndrome Index (Tosi). Physical Activity and Health, 6(1), 16–25. https://doi.org/10.5334/paah.162
S., S., & Veenashree, V. (2025). Brand Authenticity with Gen Z. International Scientific Journal of Engineering and Management, 9(2), 22–32. https://doi.org/10.55041/isjem04764
Safeer, A. A., Abrar, M., Liu, H., & He, Y. (2022). Effects of Perceived Brand Localness and Perceived Brand Globalness on Consumer Behavioral Intentions in Emerging Markets. Management Decision, 60(9), 2482–2502. https://doi.org/10.1108/md-10-2021-1296
Safeer, A. A., Chen, Y., Abrar, M., Kumar, N., & Razzaq, A. (2021). Impact of Perceived Brand Localness and Globalness on Brand Authenticity to Predict Brand Attitude: A Cross-cultural Asian Perspective. Asia Pacific Journal of Marketing and Logistics, 34(3), 577–599. https://doi.org/10.1108/APJML-05-2021-0297
Safeer, A. A., & Nazir, M. (2024). Crafting Brand Love: Role of Perceived Brand Localness, Foreignness, Coolness and Consumer Identities in Digital Retail Banking. International Journal of Bank Marketing, 43(4), 710–730. https://doi.org/10.1108/IJBM-05-2024-0321
Safeer, A. A., & Zhou, Y. (2023). Role of Perceived Brand Globalness and Localness in Developing Consumer Word-of-mouth in the Hospitality Industry. International Journal of Emerging Markets, 18(9), 2095–2119. https://doi.org/10.1108/ijoem-06-2022-0964
Safeer, A. A., Zhou, Y., Abrar, M., & Luo, F. (2022). Consumer Perceptions of Brand Localness and Globalness in Emerging Markets: A Cross-Cultural Context. Frontiers in Psychology, 13, 919020. https://doi.org/10.3389/fpsyg.2022.919020
Sakaria, D., Maat, S. M., & Mohd Matore, M. E. E. (2023). Examining the Optimal Choice of SEM Statistical Software Packages for Sustainable Mathematics Education: A Systematic Review. Sustainability, 15, 3209. https://doi.org/10.3390/su15043209
Salem, M. (2023). The Impact of Brand Authenticity on Consumers' Emotional Attachment and Loyalty: A Study of Fast Fashion Brands. In Marketing and Smart Technologies (pp. 571–578). Springer International Publishing. https://doi.org/10.1007/978-3-031-42085-6_49
Sarica, A., Guzzi, P. H., & Cannataro, M. (2013). Building and Mining Web-based Questionnaires and Surveys with SySQ. Interdisciplinary Sciences: Computational Life Sciences, 5(3), 233–239. https://doi.org/10.1007/S12539-013-0167-3
Sembhodo, A. T., Sumiyarto, S., Widiastri, D., & Fauzan, R. (2023). Exploring the Dynamic Influence of Perceived Brand Globalness and Localness: A Case Study on High-involvement Goods. Jurnal Aplikasi Manajemen, 21(3), 564–576. https://doi.org/10.21776/ub.jam.2023.021.03.14
Serralvo, F. A. (2024). Consumer Attitudes and Their Influence on Brand Choice: An Applied Study of the Content Analysis Technique. RGSA: Revista de Gestão Social e Ambiental, 18(11), e09599. https://doi.org/10.24857/rgsa.v18n11-209
Shiyab, W., Ferguson, C., Rolls, K., & Halcomb, E. (2023). Solutions to Address Low Response Rates in Online Surveys. European Journal of Cardiovascular Nursing, 22(4), 441–444. https://doi.org/10.1093/eurjcn/zvad030
Shu, C. (2024). Research on the Integration of Localized c] Communication and Marketing Strategies of Global Brands in a Cross-cultural Context: Taking Starbucks as an Example. Highlights in Business, Economics and Management, 46, 138–142. https://doi.org/10.54097/4p4dbk21
Sigit, M. (2018). The Influence of Advertising and Brand Attitude on Purchasing Interest Mediated by Brand Awareness: A Case Study on Citra Bath Soap in Yogyakarta City. In Proceedings of the 2018 International Conference of Organizational Innovation (ICOI 2018) (pp. 303–314). KnE Social Sciences. https://doi.org/10.18502/kss.v3i10.3382
Smith, L., López Sánchez, G. F., Tully, M. A., Rahmati, M., Butler, L., Barnett, Y., Keyes, H., Kostev, K., Oh, H., Shin, J. I., & Koyanagi, A. (2024). Secular Trends of Fast-Food Consumption Among Adolescents Aged 12–15 Years: A Global Analysis Including 18 Countries. Nutrients, 16, Article 1234. https://doi.org/10.3390/nu161234
Soares, D. J. M., Prado, W. C., Soares, T. E. A., & Santos, W. dos. (2024). Construct Validity and Reliability of the Scale of Attitudes Towards External Assessments Applied on a Large Scale. Estudos Em Avaliação Educacional, 35, e094896. https://doi.org/10.1590/1982-4327e3410
Statista. (2024). Brand Value of the Leading Global FastFood Brands. Retrieved March 28, 2025, from
https://www.statista.com/statistics/407892/brand-value-of-the-leading-global-fast-food
-brands/
Steenkamp, J. E. M., Batra, R., & Alden, D. L. (2024). Reprint: how Perceived Brand Globalness Creates Brand Value. In Global Brand Strategy (pp. 191–217). Springer International Publishing. https://doi.org/10.1007/978-3-031-17366-0_8
Strauss, E., Villas Bôas Júnior, M., & Ferreira, W. L. (2023). A Importância de Utilizar Métricas Adequadas de Avaliação de Performance em Modelos Preditivos de Machine Learning. Projectus, 7(2), 52–62. https://doi.org/10.15202/25254146.2022v7n2p52
Sudirman, S., Bisri, M., Marjono, M., Ciptadi, G., & Rosana, N. (2024). Analysis of Latent and Manifest Variables Using SEM-PLS in the Model of High Performance of Warship. International Review on Modelling and Simulations, 17(1), 26–34. https://doi.org/10.15866/iremos.v17i1.24651
Sugiharto, H., & La Are, R. (2020). The Impact of Food Quality and Price on Millennials Satisfaction in McDonald’s South Tangerang. Fame: Journal of Food and Beverage Marketing, 3(1), 1–16. https://doi.org/10.30813/FAME.V3I1.2163
Suo, L., & Huang, Y. (2024). How Brand Authenticity Affects Consumers' Willingness to Recommend by Word-of-mouth? Evidence From the Cell Phone Industry. Asia Social Issues, 17(5), e264184. https://doi.org/10.48048/asi.2024.264184
Spence, A. L., Fontem, N., & Feltman, C. (2023). Reliability and Validity in Substance Misuse and Addiction Research. In Substance Use and Addiction Research: Methodology, Mechanisms, and Therapeutics (pp. 3–9). Elsevier. https://doi.org/10.1016/B978-0-323-98814-8.00005-6
Syaifullah, H., Angelina, M., Santika, L., Oktavia, N. W., Lestari, N. M., Damanik, P. S. S., & Saragih, J. D. D. (2024). Awal Mula Bisnis Waralaba Amerika di Indonesia dan Perkembangannya Hingga Kini. Polyscopia: Jurnal Sains, Sosial, dan Humaniora, 1(3), 131–135. https://doi.org/10.57251/polyscopia.v1i3.1347
Terrazas, L. H. (2022). Brand Authenticity: Literature Review, Comprehensive Definition, and an Amalgamated Scale. The Journal of Marketing Theory and Practice, 31(2), 129–145. https://doi.org/10.1080/10696679.2021.2018937
Tristandinata, M., & Kusumawati, N. (2024). Brand Authenticity: A Study on its Impact on Brand Loyalty Through Brand Relationship Quality in the Local Footwear Industry. Journal Of Social and Economics Research, 6(1), 2180–2198. https://doi.org/10.54783/jser.v6i1.541
Turner, D. P. (2020). Sampling Methods in Research Design. Headache: The Journal of Head and Face Pain, 60(1), 8–12. https://doi.org/10.1111/HEAD.13707
Ufrida, K., & Harianto, S. P. (2022). Konsumerisme Makanan Siap Saji Sebagai Gaya Hidup Remaja di Kota Surabaya: Studi Kasus Siswi SMA Muhammadiyah 4 Kota Surabaya. Jurnal Analisa Sosiologi, 11(1), 173–187. https://doi.org/10.20961/jas.v11i1.57134
Van Buuren, S., & Eekhout, I. (2023). Validity. In Statistical Methods for Handling Missing Data (pp. 65–68). Informa. https://doi.org/10.1201/9781003216315-7
Vasilica-Maria, M., Jiménez Sánchez, Á., & Ehrlich, J. S. (2023). A Review of the Use of PLS-SEM in Neuromarketing Research. Intercultural Communication, 13(2), 101–110. https://doi.org/10.33732/ixc/13/02arevie
Zilka, G. C. (2023). Gen Z Self-Portrait: Vitality, Activism, Belonging, Happiness, Self-Image, and Media Usage Habits. Informing Science and Information Technology, 20, 111–128. https://doi.org/10.28945/5139
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2026 Ann Maritza Wattimena, Charly Hongdiyanto
This work is licensed under a Creative Commons Attribution 4.0 International License.
Hak cipta :
Penulis yang mempublikasikan manuskripnya di jurnal ini menyetujui ketentuan berikut:
- Hak cipta pada setiap artikel adalah milik penulis.
- Penulis mengakui bahwa Jurnal Ekonomi Manajemen Sistem Informasi (JEMSI) berhak menjadi yang pertama menerbitkan dengan lisensi Creative Commons Attribution 4.0 International (Attribution 4.0 International CC BY 4.0) .
- Penulis dapat mengirimkan artikel secara terpisah, mengatur distribusi non-eksklusif manuskrip yang telah diterbitkan dalam jurnal ini ke versi lain (misalnya, dikirim ke repositori institusi penulis, publikasi ke dalam buku, dll.), dengan mengakui bahwa manuskrip telah diterbitkan pertama kali di Jurnal Ekonomi Manajemen Sistem Informasi (JEMSI).
