Innovation Encourages Consumer Buying Behaviour with Motivation and Perception: Aquatic Animal Happymeal McDonald’s Packaged Edition in Jakarta, Indonesia

Abstract

This study investigates the impact of innovation on consumer buying behavior dimensions, particularly consumer knowledge and decision-making, within the context of Happy Meal McDonald's in Jakarta, Indonesia. The research aims to elucidate how these elements influence consumer motivation and perceptions towards packaged food products. Utilizing a questionnaire-based approach, data was collected from 100 respondents at McDonald's retail stores in Jakarta, employing purposive sampling. The study employed PLS-SEM (Partial Least Square-Structural Equation Modeling) to analyze the direct and indirect relationships between independent variables and dependent variables. Results revealed that innovation significantly contributes to both motivation and perception, indicating its crucial role in influencing consumer behavior. Furthermore, the findings suggest avenues for future research, such as exploring collaborative strategies to enhance the appeal of packaged food products and understanding the broader implications of innovation in consumer purchasing decisions.