Wardani, Indah (2023) Pengaruh Brand Image, Korean Wave, Fanatisme, dan Brand Ambassador Terhadap Keputusan Pembelian Mi Instan Lemonilo Edisi NCT Dream (Studi Pada Pengikut Instagram @wownctzen.id). Undergraduate thesis, UPN VETERAN JAWA TIMUR.
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Abstract
Instant noodles are one of popular fastfood in Indonesia. In the face of tight competition in the instant noodle industry at Indonesia, every company needs an effective marketing strategy to get lots of consumers, including by building a brand image. Besides that, culture can also influence consumer purchasing decisions. The popularity of Korean wave culture in society can gradually trigger it fanaticism. Die-hard fans tend to buy products related to their idol. Taking advantage of the phenomenon of fanaticism towards the Korean wave, companies can appoint Korean wave’s idol figures as brand ambassadors to attract consumer attention. This research aims to test and knowing the influence of brand image, Korean wave, fanaticism, and brand ambassador regarding to purchase decision the NCT Dream edition of Lemonilo noodles. The respondents in this research were 100 consumers of Lemonilo instant noodles who also NCT Dream fans which follow the instagram account @wownctzen.id. The sampling method used was non-probability sampling with purposive sampling technique. The data collection technique used is primary data in the form of a questionnaire with a Likert scale 1-5, and secondary data in the form of literature. Data analysis technique using SEM-PLS with the help of the smartPLS 4.0 application. Research results shows that brand image, Korean wave, fanaticism and brand ambassadors have a positive and significant influence on purchase decisions from consumers of Lemonilo noodles, who NCT Dream fans, and also follow instagram @wownctzen.id.
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > HC Economics H Social Sciences > HF Commerce > HF5410 Marketing. Distribution of Products |
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| Divisions: | Faculty of Economic > Departement of Management | ||||||||
| Depositing User: | Indah IW Wardani | ||||||||
| Date Deposited: | 24 Oct 2023 03:17 | ||||||||
| Last Modified: | 24 Oct 2023 03:17 | ||||||||
| URI: | http://repository.upnjatim.ac.id/id/eprint/18477 |
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