The Effect of Burger King Indonesia's “Murah MEIriah Serba 17 Ribu” Promo Advertisement on Consumer Interest in Semarang City

Abstract

This study aims to examine the effect of Burger King Indonesia's “Murah Meriah Serba 17 Ribu” promo advertisement on consumer interest and behavior in Semarang City. The methodology used was a quantitative approach with a survey design, which was conducted to obtain objective data on the effectiveness of the promotional advertisement. A sample of 100 respondents was randomly selected using a simple random sampling technique to ensure a sufficient level of representation of the Burger King user population in the region. The data collection instrument was a questionnaire that measured the variables of persuasion, impact, and communication of advertising messages. The results of the analysis showed that this promotional ad was able to increase consumers' knowledge of the product and motivate them to make more purchases, especially through increased visit frequency and interest in the low-price promotion. The persuasion and impact dimensions demonstrate a moderate level of success in influencing consumer interest and purchase decisions, while the communication of the advertising message is considered highly effective in conveying information and attracting the target market's attention. The findings confirm that discount promotions and attractive advertisements can play an important role in increasing the competitiveness and sales volume of fast food restaurants, and provide insights for more effective marketing strategies in the context of the fast food industry in Indonesia. In addition, this research also contributes theoretically and practically to the development of literature on promotional effectiveness and marketing communication in the field of fast food advertising.