PENGARUH BRAND AMBASSADOR, BRAND PERSONALITY, DAN KOREAN WAVE TERHADAP KEPUTUSAN PEMBELIAN PADA LEMONILO ( Studi Kasus Konsumen Mie Lemonilo di Kota Surabaya )

Abstract

The higher sale of instant noodles in Indonesia causes the instant noodle companies in Indonesia to compete and
improve their strategy to affect consumers’ purchasing decisions on the candidate consumers. Therefore, this
research aimed to find out the effect of brand ambassadors, brand personality, and Korean wave on the purchasing
decisions of Lemonilo (Case Study on the consumers of Lemonilo in Surabaya). The research was causal.
Furthermore. The data collection technique used purposive sampling. Additionally, the instrument in the data
collection technique used questionnaires with 100 respondents. In addition, the data analysis technique used
multiple linear regression with SPSS (Statistical Product and Service Solution) 26.0 version. The result showed
that both brand ambassador and brand personality had a significantly positive effect on the purchasing decisions
of Lemonilo (Case Study on the consumers of Lemonilo in Surabaya). However, Korean wave had a negative and
insignificant effect on the purchasing decisions of Lemonilo (Case Study on the consumers of Lemonilo in
Surabaya).