PENGARUH BRAND IMAGE, KOREAN WAVE, DAN BRAND AMBASSADOR TERHADAP KEPUTUSAN PEMBELIAN PRODUK LEMONILO

Ardicha  Ayu Wiyanti; Anindhyta  Budiarti

Ardicha Ayu Wiyanti Sekolah Tinggi Ilmu Ekonomi Indonesia (STIESIA) Surabaya
Anindhyta Budiarti Sekolah Tinggi Ilmu Ekonomi Indonesia (STIESIA) Surabaya

Keywords: brand image, korean wave, brand ambassador, and purchasing decision

Abstract

Instant noodles are a type of fast food that is very popular with the public because it has a delicious taste and is practical to serve, has an affordable taste, and is easy to get like the Lemonilo instant noodle. Besides PT. Lemonilo Indonesia Sehat also uses brand ambassadors to attract consumers. This research aims to examine and determine the effect of brand image, Korean wave, and brand ambassador on the purchasing decision of Lemonilo instant noodles. The research applies quantitatively. Furthermore, the population consists of 100 people who are fans of NCT Dream who have ever consumed Lemonilo instant noodles as the research sample. Moreover, the data analysis technique used multiple linear regression with SPSS software application. The result shows that Brand Ambassador has a positive but insignificant effect on the purchasing decision of Lemonilo instant noodles. On the other hand, brand image and Korean wave have a positive and significant effect on the purchasing decision of Lemonilo instant noodles