Pengaruh Green Product, Green Brand Image, Dan Brand Ambassador Terhadap Purchase Intention Pada Mie Lemonilo x NCT Dream

Sauki, Moch Syahrir (2025) Pengaruh Green Product, Green Brand Image, Dan Brand Ambassador Terhadap Purchase Intention Pada Mie Lemonilo x NCT Dream. Undergraduate thesis, UPN Veteran Jawa Timur.

	Text (COVER) COVER SKRIPSI SAUKI.pdf Download (1MB)
	Text (BAB I) BAB I SKRIPSI SAUKI.pdf Download (155kB)
	Text (BAB II) BAB 2 SKRIPSI SAUKI.pdf Restricted to Repository staff only until 16 January 2027. Download (192kB)
	Text (BAB III) BAB 3 SKRIPSI SAUKI.pdf Restricted to Repository staff only until 16 January 2027. Download (381kB)
	Text (BAB IV) BAB 4 SKRIPSI SAUKI.pdf Restricted to Repository staff only until 16 January 2027. Download (653kB)
	Text (BAB V) BAB 5 SKRIPSI SAUKI.pdf Download (11kB)
	Text (DAFTAR PUSTAKA) DAFTAR PUSTAKA SAUKI.pdf Download (133kB)
	Text (LAMPIRAN) LAMPIRAN SAUKI.pdf Restricted to Repository staff only Download (569kB)

Official URL: https://journal.unpak.ac.id/index.php/jhss/index

Abstract

The phenomenon of the increasing popularity of K-pop in Indonesia has influenced consumer behavior, especially in adopting products associated with their idols. Based on Food and Hospitality Indonesia (FHI) 2023 data, Korean food and beverage exports to Indonesia have increased significantly, including instant noodles by 25.8%. This reflects Indonesian consumers' interest in collaboration products, such as Lemonilo x NCT Dream, which combine the concept of sustainability with the appeal of public figures. This study aims to analyze the influence of green product, green brand image, and brand ambassador on the purchase intention of Lemonilo x NCT Dream products. The method used is quantitative with a sample of 80 respondents selected using purposive sampling. Data were collected through a structured questionnaire and analyzed using the Partial Least Squares (PLS) method to test validity, reliability, and hypotheses. The results showed that (1) green product has a positive and significant effect on purchase intention, (2) green brand image has a positive and significant effect on purchase intention, and (3) brand ambassadors also have a positive and significant effect on purchase intention.

Item Type:

Thesis (Undergraduate)

Contributors:

Contribution	Contributors	NIDN/NIDK	Email
Thesis advisor	Wardani, Nuruni Ika Kusuma	NIDN0709106302	ikanuruni.mnj@upnjatim.ac.id
Thesis advisor	Sholihah, Dewi Deniaty	NIDN0022029108	dewi_deniaty.mnj@upnjatim.ac.id

Subjects:

H Social Sciences > HD Industries. Land use. Labor > HD30.27 Business Forecasting
H Social Sciences > HD Industries. Land use. Labor > HD30.28 Strategic Planning

Divisions:

Faculty of Economic > Departement of Management

Depositing User:

Unnamed user with email 20012010355@student.upnjatim.ac.id

Date Deposited:

16 Jan 2025 06:56

Last Modified:

16 Jan 2025 06:56

URI:

https://repository.upnjatim.ac.id/id/eprint/33948